Efektifitas e-wom terhadap minat beli produk Skintific melalui brand image di TikTok = The efficacy of e-wom on purchase intention of Skintidic products through brand image on TikTok

Sanjaya, Ruth Angelina (2024) Efektifitas e-wom terhadap minat beli produk Skintific melalui brand image di TikTok = The efficacy of e-wom on purchase intention of Skintidic products through brand image on TikTok. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Digitalisasi telah merevolusi cara individu dalam bertukar informasi, memaksa pemasar untuk berinovasi dalam strategi mereka. Kini, konsumen lebih percaya pada ulasan pengguna lain terutama melalui electronic word of mouth (e-WoM) di platform media sosial dan e- commerce. TikTok mengintegrasikan kedua platform tersebut menjadi social commerce, dimana produk kecantikan Skintific berhasil meraih penjualan terbesar di TikTok pada tahun 2022. Selain e-WoM, citra merek juga memainkan peran penting dalam mempengaruhi minat konsumen untuk membeli suatu produk. Dengan demikian, tujuan dari penelitian ini adalah untuk menilai dampak e-WoM pada minat pembelian produk Skintific melalui citra merek di TikTok. Studi ini merujuk pada Teori Perilaku Terencana, sementara pendekatan metodologisnya adalah deskriptif kuantitatif, melibatkan analisis data primer yang diperoleh dari 109 responden yang merupakan pengguna TikTok yang juga merupakan pengguna Skintific dan pernah melihat setidaknya satu ulasan tentang Skintific di platform tersebut. Temuan dari penelitian menunjukkan bahwa baik e-WoM maupun citra merek secara signifikan memengaruhi minat pembelian produk Skintific di TikTok. Namun, dalam konteks penelitian ini, citra merek tidak mempunyai efek moderasi terhadap hubungan antara e-WoM dan minat beli. Ini mengindikasikan bahwa interaksi antara e-WoM dan citra merek tidak memberikan dampak tambahan yang signifikan terhadap minat beli. / Digitalization has revolutionized the way individuals exchange information, compelling marketers to innovate in their strategies. Nowadays, consumers rely more on other users' reviews, especially through electronic word of mouth (e-WoM) on social media and e-commerce platforms. TikTok integrates both platforms into social commerce, where Skintific beauty products achieved the highest sales on TikTok in 2022. Besides e-WoM, brand image also plays an important role in influencing consumers' purchase intention. Therefore, the aim of this research is to assess the impact of e-WoM on the purchasing interest of Skintific products through brand image on TikTok. This study refers to Theory of Planned Behavior, while its methodological approach is descriptive quantitative, involving the analysis of primary data obtained from 109 respondents who are TikTok users and also Skintific users and have seen at least one review of Skintific on the platform. The findings of the study indicate that both e-WoM and brand image significantly influence the purchase interest of Skintific products on TikTok. However, in the context of this research, brand image does not moderate the relationship between e-WoM and purchase interest. This indicates that the interaction between e-WoM and brand image does not provide any additional significant impact on purchase interest.

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