Pengaruh penggunaan media sosial, electronic word of mouth, serta trust sebagai mediator terhadap keputusan pembelian produk skincare lokal Ms Glow di Jakarta = The effect of social media usage, electronic word of mouth, and trust as mediators on the purchase decision of local Ms Glow skincare products in Jakarta

Lestari, Ardhisa Shavira (2022) Pengaruh penggunaan media sosial, electronic word of mouth, serta trust sebagai mediator terhadap keputusan pembelian produk skincare lokal Ms Glow di Jakarta = The effect of social media usage, electronic word of mouth, and trust as mediators on the purchase decision of local Ms Glow skincare products in Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh antara Penggunaan Media Sosial, Electronic Word of Mouth, serta Trust sebagai mediator terhadap Keputusan Pembelian. Penelitian ini membahas produk skincare lokal Ms Glow menggunakan pendekatan kuantitatif dengan metode pengumpulan data kuesioner. Kuesioner berupa Google From yang disebarkan kepada responden yang merupakan konsumen yang membeli produk Ms Glow melalui platform media sosial yang berdomisili di Jakarta. Jumlah sampel yang digunakan sebanyak 300 responden, kemudian dianalisis melalui PLS-SEM menggunakan SmartPLS 3.0. Hasil penelitian menunjukan bahwa Penggunaan Media Sosial, Electronic Word of Mouth, serta Trust sebagai mediator berpengaruh positif terhadap Keputusan Pembelian. Artinya, semakin tinggi Penggunaan Media Sosial, Electronic Word of Mouth, serta Trust sebagai mediator, maka semakin tinggi pula Keputusan Pembelian. Penelitian ini diharapkan dapat berguna begi perusahaan Ms Glow maupun pelaku industri lainnya, menambah ilmu pengetahuan dan wawasan khususnya pada bidang manajemen, serta sebagai referensi bagi penelitian selanjutnya. / The purpose of this study was to determine the effect of the use of social media, electronic word of mouth, and trust as a mediator on purchasing decisions. This study discusses skincare using a quantitative approach with questionnaire data collection methods. Questionnaires in the form of Google From distributed to respondents who are consumers who buy Ms Glow products through platforms social media. The number of samples used as many as 300 respondents, then analyzed through PLS-SEM using SmartPLS 3.0. The results showed that social media usage, electronic word of mouth, and trust as a mediator had a positive effect on purchasing decisions. That is, the higher social media usage, electronic word of mouth, and trust as a mediator, the higher the purchase decision. This research is expected to be useful for Ms Glow's company and other industry players, adding knowledge and insight, especially in the field of management, and as a reference for further research.

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