PENGARUH ELECTRONIC WORD OF MOUTH MELALUI MEDIA SOSIAL TIKTOK TERHADAP MINAT BELI PRODUK KOSMETIK SOMETHINC PADA MAHASISWI DI JAKARTA

WINNY ASRI DEVIANA, . (2024) PENGARUH ELECTRONIC WORD OF MOUTH MELALUI MEDIA SOSIAL TIKTOK TERHADAP MINAT BELI PRODUK KOSMETIK SOMETHINC PADA MAHASISWI DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Brand kosmetik Somethinc telah meraih berbagai pencapaian sejak tahun 2019. Namun, beberapa produk kosmetiknya masih mengalami tingkat penjualan yang rendah. Untuk tetap bersaing, Somethinc perlu mengembangkan strategi pemasaran yang efektif. Electronic word of mouth di media sosial TikTok dapat menjadi salah satu solusi. Penelitian ini bertujuan untuk mengukur pengaruh electronic word of mouth melalui TikTok terhadap minat beli produk Somethinc di kalangan mahasiswi Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data menggunakan kuesioner dan teknik purposive sampling. Responden penelitian berjumlah 100 mahasiswi aktif di Jakarta. Hasil penelitian menunjukkan perhitungan uji-t menghasilkan nilai signifikansi 0,000 < 0,05, menunjukkan penolakan Ho dan penerimaan Ha. Ini menegaskan adanya pengaruh signifikan electronic word of mouth melalui TikTok terhadap minat beli produk Somethinc. Koefisien determinasi (R-square) memperoleh nilai sebesar 0,600, yang berarti electronic word of mouth melalui media sosial TikTok memberikan pengaruh sebesar 60,0% pada minat beli produk kosmetik Somethinc, sedangkan 40,0% sisanya dipengaruhi oleh variabel lain yang tidak diteliti. Dapat disimpulkan bahwa aktivitas electronic word of mouth yang dilakukan melalui media sosial TikTok memiliki pengaruh signifikan terhadap minat beli produk Somethinc, sehingga strategi pemasaran melalui electronic word of mouth di TikTok dapat dioptimalkan untuk meningkatkan penjualan produk. Kata Kunci: Electronic Word of Mouth, Minat Beli, TikTok, Produk Kosmetik Somethinc, Mahasiswi Jakarta Somethinc cosmetic brand has achieved various milestones since 2019. However, some of its cosmetic products still experience low sales levels. To remain competitive, Somethinc needs to develop effective marketing strategies. Electronic word of mouth on TikTok social media can be one solution. This study aims to measure the influence of electronic word of mouth through TikTok on purchase intention of Somethinc products among female university students in Jakarta. This research employs a quantitative approach with data collection through questionnaires using purposive sampling technique. The research respondents consisted of 100 active female university students in Jakarta. The research results show that the t-test calculation yielded a significance value of 0.000 < 0.05, indicating the rejection of Ho and acceptance of Ha. This confirms a significant influence of electronic word of mouth through TikTok on purchase intention of Somethinc products. The coefficient of determination (R-square) obtained a value of 0.600, meaning that electronic word of mouth through TikTok social media contributes 60.0% influence on purchase intention of Somethinc cosmetic products, while the remaining 40.0% is influenced by other variables not examined in this study. It can be concluded that electronic word of mouth activities conducted through TikTok social media have a significant influence on purchase intention of Somethinc products, suggesting that marketing strategies through electronic word of mouth on TikTok can be optimized to increase product sales. Keywords: Electronic Word of Mouth, Purchase Intention, TikTok, Somethinc Cosmetic Products, Female University Student Jakarta

Item Type:	Thesis (Sarjana)
Additional Information:	1. Dr. Jenny Sista Siregar, M.Hum. 2. Dr. Dwi Atmanto, M.Si.
Subjects:	Manajemen > Manajemen Pemasaran Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Users 25780 not found.
Date Deposited:	31 Oct 2024 06:31
Last Modified:	31 Oct 2024 06:31
URI:	http://repository.unj.ac.id/id/eprint/51857

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