DOI: https://doi.org/10.14710/vol16iss1pp%25p

Evaluation of the User Experience of Shopee and TikTok Shop Among Generation Z

*Muhammad Galih Wonoseto scopus  -  UIN Sunan Kalijaga Yogyakarta, Indonesia
Dodi Saputro  -  UIN Sunan Kalijaga Yogyakarta, Indonesia
Zahra Zakila Anindha Rahmanti  -  UIN Sunan Kalijaga Yogyakarta, Indonesia
Eko Hadi Gunawan scopus  -  UIN Sunan Kalijaga Yogyakarta, Indonesia
Adriel Devara Sandji  -  Technopreneurship and Innovation Programme, Nanyang Technological University, Singapore
Open Access Copyright (c) 2026 Jurnal Sistem Informasi Bisnis

Citation Format:
Abstract

Digital transformation has accelerated the emergence of social commerce, a business model that integrates social interaction with online transactions. Although Shopee and TikTok Shop are among the leading digital commerce platforms in Indonesia, empirical studies comparing their user experience among Generation Z remain limited. This study aims to compare the user experience of Shopee and TikTok Shop among Generation Z users in Indonesia using the User Experience Questionnaire (UEQ). A comparative quantitative approach was employed, involving 60 respondents aged 18–27 years, consisting of 30 Shopee users and 30 TikTok Shop users selected through purposive sampling. Data were analyzed using UEQ score calculation, benchmark analysis, and independent sample t-tests. The results show that TikTok Shop achieved higher mean scores across all UEQ dimensions, particularly in Dependability (+0.47) and Stimulation (+0.33). UEQ benchmark analysis classified most Shopee dimensions as Below Average, whereas all TikTok Shop dimensions were categorized as Above Average. However, no statistically significant differences were found between the two platforms (p > 0.05), indicating that both provide relatively comparable user experiences. The novelty of this study lies in its comparative evaluation of a conventional e-commerce platform and a social commerce platform using the UEQ framework within the context of Generation Z users in Indonesia. The findings contribute to the growing body of social commerce literature by providing empirical evidence regarding how entertainment-oriented features and social interaction mechanisms shape user experience perceptions. These insights may assist platform developers in designing more engaging and user-centered digital commerce experiences.

Fulltext Email colleagues
Keywords: Social Commerce; Generation Z; User Experience; UEQ; Shopee; TikTok Shop

Article Metrics:

Article Info
Section: Research Articles
Language : EN
Most cited articles
Sistem Informasi Geografis Berbasis Web untuk Pemetaan Sebaran Alumni Menggunakan Metode K-Means Sistem Informasi Geografis Berbasis Web untuk Pemetaan Sebaran Alumni Menggunakan Metode K-Means Metode Quality Function Deployment Dan Fuzzy Topsis Untuk Sistem Pendukung Keputusan Pemilihan Perusahaan Penyedia Jasa Internet Implementasi Metode Promethee Dan Borda Dalam Sistem Pendukung Keputusan Pemilihan Lokasi Pembukaan Cabang Baru Bank Data Clustering Menggunakan Metodologi CRISP-DM Untuk Pengenalan Pola Proporsi Pelaksanaan Tridharma More cited articles
  1. Abdillah, L. A. (2019). Analisis Aplikasi Mobile Transportasi Online Menggunakan User Experience Questionnaire pada Era Milenial dan Z. Jurnal Sistem Informasi Bisnis, 9(2), 204-211. https://doi.org/10.21456/vol9iss2pp204-211
  2. Andreas, “Analisis HEART Framework pada Platform Social Commerce,” Jurnal Inovasi Digital, vol. 9, no. 1, pp. 45–52, 2024
  3. A. Purwanto et al., "Studi Perilaku Generasi Z dalam Menggunakan Aplikasi Digital," Jurnal Psikologi dan Teknologi, vol. 8, no. 1, pp. 22–33, 2020
  4. D. Firmansyah, “Perbandingan Pengalaman Pengguna Aplikasi E-Commerce Menggunakan Metode UEQ,” Jurnal Teknologi dan Informasi, 2023
  5. E. F. Santika, "Shopee Dominates Southeast Asia's e-commerce GMV until 2024," Katadata, Jun. 26, 2025. [Online]. Available: https://databoks.katadata.co.id/en/technology-telecommunications/statistics/685d3cef5a751/shopee-dominates-southeast-asias-e-commerce-gmv-until-2024
  6. Grid.id, “Shopee Rajai Pasar e-Commerce Indonesia, Unggul dari Tokopedia dan TikTok Shop,” 2023. [Online]. Available: https://www.grid.id/read/043822099/shopee-rajai-pasar-e-commerce-indonesia-unggul-dari-tokopedia-dan-tiktok-shop
  7. International Organization for Standardization, Ergonomics of Human-System Interaction – Part 210: Human-Centred Design for Interactive Systems (ISO 9241-210:2019). Geneva, Switzerland: ISO, 2019
  8. J. W. Creswell, Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 4th ed. Thousand Oaks, CA: Sage, 2014
  9. K. C. Laudon dan C. G. Traver, E-commerce: Business, Technology, Society, 16th ed. New York, NY, USA: Pearson, 2021
  10. K. C. Williams, R. A. Page, dan M. Petrosky, "Multi-Generational Marketing: Descriptions, Characteristics, Lifestyles, and Attitudes," Journal of Applied Business and Economics, vol. 14, no. 3, pp. 21–36, 2012
  11. Katadata, “Riset: TikTok Shop dan Shopee Kuasai Pasar Gen Z,” 2024. [Online]. Available: https://katadata.co.id/digital/e-commerce/66f3eff8640e1/riset-tiktok-shop-dan-shopee-kuasai-pasar-gen-z
  12. Kompas Tekno, “Indonesia, Pengguna TikTok Terbesar di Dunia Tembus 157 Juta,” 2024. [Online]. Available: https://tekno.kompas.com/read/2024/10/25/15020057/indonesia-pengguna-tiktok-terbesar-di-dunia-tembus-157-juta-kalahkan-as
  13. Kompas Money, “E-commerce Mana yang Paling Digemari Gen Z? Ini Jawabannya,” 2022. [Online]. Available: https://money.kompas.com/read/2022/01/29/123900426/e-commerce-mana-yang-paling-digemari-gen-z-ini-jawabannya-
  14. L. Hasan. (2022). Evaluating User Experience of the Top E-commerce Websites in Malaysia: Shopee, Lazada, Pgmall. in Proc. IBIMA Conf., 2022. https://ibima.org/accepted-paper/evaluating-user-experience-ux-of-the-top-e-commerce-websites-in-malaysia
  15. Maxmanroe, "Apa Itu Social Commerce? Pengertian dan Manfaatnya," Maxmanroe, 2023. [Online]. Available: https://www.maxmanroe.com/social-commerce.html
  16. M. Hassenzahl, "User Experience (UX): Towards an Experiential Perspective on Product Quality," in Proc. 20th Conf. l'Interaction Homme-Machine, 2008, pp. 11–15
  17. M. Lumembang, P. Sari, and T. Ramadhan, "Evaluasi Pengalaman Pengguna Shopee Menggunakan User Experience Questionnaire (UEQ)," Jurnal Informatika, vol. 17, no. 3, pp. 77–85, 2023
  18. M. Prensky, "Digital Natives, Digital Immigrants," On the Horizon, vol. 9, no. 5, pp. 1–6, 2001
  19. M. Schrepp, A. Hinderks, and J. Thomaschewski, "Design and Evaluation of a Short Version of the User Experience Questionnaire (UEQ-S)," International Journal of Interactive Multimedia and Artificial Intelligence, vol. 4, no. 6, pp. 103–108, 2017, doi: 10.9781/ijimai.2017.09.001
  20. M. Schrepp, A. Hinderks, dan J. Thomaschewski, User Experience Questionnaire Handbook, 2nd ed., 2017. [Online]. Available: https://www.ueq-online.org
  21. Okuboyejo, Senanu., Adekanye, Oyinloluwa., Ayeni, Foluso. (2025). Evaluating User Experience in Learning Applications among University Students in Nigeria Using UEQ. International Journal of Emerging Technologies in Learning, Vol 20, Issue 2, p4 https://doi.org/10.3991/ijet.v20i02.54757
  22. Pratama, Arista., Faroqi, Asif., Mandyartha, Eka Prakarsa. (2022). Evaluation of User Experience in Integrated Learning Information Systems Using User Experience Questionnaire (UEQ). Journal of Information Systems and Informatics. Vol. 4, No. 4. e-ISSN: 2656-4882 p-ISSN: 2656-5935. https://pdfs.semanticscholar.org/c9ee/a94b0d8d6d1648987acdefa909bc90961b46.pdf
  23. R. K. Yin, Case Study Research and Applications: Design and Methods, 6th ed. Thousand Oaks, CA: Sage, 2018
  24. Sugiyono, Metode Penelitian Kuantitatif, Kualitatif dan R&D, Bandung: Alfabeta, 2021
  25. Wan Mohd Isa, W. A. R., Suhaimi, A. I. H., Noordin, N., Roslan, N. A., Azhar, N. H., & Hussain, S. (2025). Evaluating User Experience (UX) of Virtual Reality for Sewang Dance. Journal of Advanced Research Design, 144(1), 191–198. Retrieved from https://www.akademiabaru.com/submit/index.php/ard/article/view/6758
  26. Wan Mohd Isa, W. A. R., Suhaimi, A. I. H., Noordin, N., Azhar, N. H., Roslan, N. A., & Illias, N. I. (2025). Measuring User Experience of Mobile Game-Based Learning about Mah Meri People (Mah Meri Application). Journal of Advanced Research Design, 144(1), 199–204. Retrieved from https://www.akademiabaru.com/submit/index.php/ard/article/view/6759
  27. We Are Social, "Digital 2023: Indonesia," 2023. [Online]. Available: https://wearesocial.com
  28. Wijanarko, B. D., Leandros, R., & Murad, D. F. (2024). Evaluasi Pengalaman Pengguna Pada Learning Management System Menggunakan Metode User Experience Questionnaire. Jurnal Sistem Informasi Bisnis, 14(4), 385-391. https://doi.org/10.21456/vol14iss4pp385-391

Last update:

No citation recorded.

Last update: 2026-08-17 20:50:40

No citation recorded.