TIKTOKSHOP: PENGGUNAAN METODE END USER COMPUTING SATIFICTION TERHADAP KEPUASAN GEN-Z

As information technology and the internet develop, e-commerce platforms such as TikTok Shop have become an important part of life for Generation Z. TikTok Shop combines social media with e-commerce, which allows creators and users to promote and sell products directly. via video, live broadcasts and product catalogues. However, the popularity of TikTok Shop has also caused controversy because it is considered to be damaging market prices. After temporarily closing in October 2023, TikTok Shop reopened two months later in collaboration with PT. GoTo Gojek Tokopedia Tbk. The aim of this research is to analyze the level of Gen-Z consumer satisfaction with Tiktokshop, in research using the End User Computing Satisfaction (EUCS) method with the variables content, accuracy, format, ease of use and timeless. The data analysis process uses the smartPLS application and the results of this analysis show that of the total of 5 hypotheses tested, 2 hypotheses were rejected. The content, format and timeless variables have T-test values above the threshold, namely >1.96, while the accuracy and ease of use variables have values less than
1.96. Therefore, the accuracy and ease of use variables need to be improved or optimized again.

Keywords: Tiktokshop, Gen-z, End User Computing Satisfaction