Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

ANALISIS EXPLORATORY FACTOR ANALYSIS (EFA) YANG MEMPENGARUHI PERILAKU OVERCONSUMPTION DI E-COMMERCE (STUDI KASUS PADA MAHASISWA UNIVERSITAS PELITA BANGSA PENGGUNA APLIKASI TIKTOK SHOP)

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  • Refi Sofiatul Azizah,
  • Diandra Savina Febriani,
  • Ega Rahma Ayu,
  • Fadli Firdaus,
  • Hapidz Nauval Hakim,
  • Sunita Dasman
Refi Sofiatul Azizah
Universitas Pelita Bangsa
Diandra Savina Febriani
Universitas Pelita Bangsa
Ega Rahma Ayu
Universitas Pelita Bangsa
Fadli Firdaus
Universitas Pelita Bangsa
Hapidz Nauval Hakim
Universitas Pelita Bangsa
Sunita Dasman
Universitas Pelita Bangsa
DOI: https://doi.org/10.2238/sgk2hz04

Published 2026-07-01

Keywords

  • Exploratory Factor Analysis; Overconsumption; TikTok Shop; E-Commerce; Hedonic Motivation; Impulse Buying;

How to Cite

ANALISIS EXPLORATORY FACTOR ANALYSIS (EFA) YANG MEMPENGARUHI PERILAKU OVERCONSUMPTION DI E-COMMERCE (STUDI KASUS PADA MAHASISWA UNIVERSITAS PELITA BANGSA PENGGUNA APLIKASI TIKTOK SHOP). (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/sgk2hz04

Abstract

Research Aim: This study aims to identify and empirically group the underlying latent factors that drive overconsumption behavior among students of Universitas Pelita Bangsa (UPB) who actively use the TikTok Shop application, employing Exploratory Factor Analysis (EFA) as the primary analytical method. Design/Methods/Approach: A quantitative research design with a cross-sectional survey approach was employed. Data were collected from 120 active TikTok Shop users who are registered students at UPB, selected through purposive random sampling. Fourteen indicators measuring potential dimensions of overconsumption behavior were developed based on established theoretical frameworks and validated prior instruments, measured on a five-point Likert scale (1 = Strongly Disagree to 5 = Strongly Agree). Data adequacy was assessed using the Kaiser-Meyer-Olkin (KMO) measure and Bartlett's Test of Sphericity prior to EFA execution. Factor extraction utilized Principal Component Analysis (PCA) with Varimax orthogonal rotation, applying a factor loading threshold of ≥ 0.50 and eigenvalue > 1 as retention criteria. Research Findings: The KMO value of 0.812 (meritorious) and Bartlett's Test significance (χ² = 1,247.831; df = 91; p < 0.001) confirmed data suitability for factor analysis. Four latent factors were successfully extracted, collectively explaining 83.46% of the total cumulative variance: Factor 1 Hedonic Motivation (eigenvalue = 4.627; variance explained = 26.41%), Factor 2 Social Influence (eigenvalue = 3.291; variance explained = 21.83%), Factor 3 Impulse Buying Tendency (eigenvalue = 2.148; variance explained = 18.95%), and Factor 4 Digital Content Stimulation (eigenvalue = 1.627; variance explained = 16.27%). All dominant factor loadings ranged from 0.741 to 0.891, and all communality values exceeded the 0.60 minimum threshold (range: 0.688–0.841), confirming strong construct validity across all indicators. Theoretical Contribution: This study makes a significant contribution to the digital consumer behavior literature by empirically demonstrating that overconsumption on TikTok Shop is a multidimensional construct composed of both internal psychological drivers (hedonic motivation and impulse buying tendency) and external socio-technological stimuli (social influence and digital content stimulation). The four-factor structure identified provides a validated empirical basis for the development of standardized overconsumption measurement instruments specifically tailored to the Indonesian social commerce context.
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