Hambatan sebagai Determinan Discontinuance Intention pada Seller Produk Fashion di Tiktok Shop: Perspektif Innovation Resistance Theory

Authors

  • Wnyng Galih Universitas Garut, Garut, Indonesia
  • Eti Kusmiati Universitas Garut, Garut, Indonesia

DOI:

https://doi.org/10.38035/jimt.v7i6.9234

Keywords:

Tiktok shop, Niat Penghentian Penggunaan, Teori Resistensi Inovasi, Adopsi, Fesyen

Abstract

Penelitian ini berjudul Hambatan sebagai Determinan Discontinuance Intention pada Seller Produk Fashion di TikTok Shop: Perspektif Innovation Resistance Theory. Penelitian ini bertujuan untuk mengkaji pengaruh hambatan kompleksitas, hambatan ekonomi, hambatan privasi, dan hambatan pengalaman terhadap niat berhenti berjualan di kalangan penjual produk fashion di TikTok Shop di Jawa Barat. Pendekatan kuantitatif dengan desain penelitian eksplanatori diterapkan. Data dikumpulkan dari 319 penjual TikTok Shop menggunakan sampling purposif dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa hambatan kompleksitas, hambatan ekonomi, dan hambatan privasi memiliki pengaruh positif dan signifikan terhadap niat berhenti menggunakan platform, sedangkan hambatan pengalaman tidak memiliki pengaruh yang signifikan. Penelitian ini memperluas penerapan Teori Resistensi Inovasi dalam pascaadopsi dan memberikan implikasi praktis bagi penyedia platform untuk mengurangi kompleksitas sistem, meringankan kendala ekonomi, dan memperkuat keamanan data guna mengurangi niat untuk berhenti menggunakan platform TikTok Shop.

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Published

2026-07-14

How to Cite

Wnyng Galih, & Kusmiati, E. (2026). Hambatan sebagai Determinan Discontinuance Intention pada Seller Produk Fashion di Tiktok Shop: Perspektif Innovation Resistance Theory. Jurnal Ilmu Manajemen Terapan, 7(6), 1635–1647. https://doi.org/10.38035/jimt.v7i6.9234

Issue

Vol. 7 No. 6 (2026): Jurnal Ilmu Manajemen Terapan (Juli - Agustus 2026)

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Copyright (c) 2026 Wnyng Galih, Eti Kusmiati

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