Analyzing the Influence of Cashless Transaction Effectiveness on Consumer Purchasing Decisions and Shopping Interests: A Study of TikTok Shop Consumers in East Bekasi

This study aims to analyze the effect of cashless transaction effectiveness on purchasing decisions and consumer shopping interest among TikTok Shop users in East Bekasi. The study used a quantitative approach with data collection through questionnaires distributed to 120 respondents. Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method to test the relationship between research variables. The results show that cashless transaction effectiveness has a positive and significant effect on purchasing decisions and consumer shopping interest. The findings of this study indicate that the efficiency of digital payment systems is an important factor in increasing consumer shopping activity on social commerce platforms. Therefore, TikTok Shop and digital payment service providers are expected to continue improving the quality of digital payment systems to enhance consumer convenience and transaction experience.