Applying UTAUT2 Model Elements to Social Media Advertising Features and Purchasing Intentions: An Empirical Study of Young TikTok Users in Indonesia

TikTok's prominence as a social media platform is currently influencing both consumer and business behavior. Looking at the findings of previous study, there is still variation in research results in determining the intensity of purchasing a product on TikTok. This study employs a quantitative method approach, with surveys used to collect information from 152 TikTok owners and users. Aside from that, the participants in this study were all young, under 40 years old. This study included SEM-PLS modeling using SmartPLS 4.0 as the analysis tool. The findings of this study show that interactivity can influence TikTok users’ performance expectations and hedonic motivation. This is further strengthened by the indirect impact, in which the pressure of interactions, aided by performance expectations, influences purchase intensity. This study helps to highlight the key component of the UTAUT2 model: performance expectations, which have a bigger impact on purchase intensity than personal variables like hedonic behavior and interactivity.