PENGARUH CONTENT MARKETING, VIRAL MARKETING, INFLUENCER, DAN E-WOM TERHADAP MINAT PEMBELIAN PRODUK SKINCARE LOKAL MELALUI PLATFORM SOCIAL COMMERCE DI JAKARTA

NABILAH YASMIN ARITONANG, . (2025) PENGARUH CONTENT MARKETING, VIRAL MARKETING, INFLUENCER, DAN E-WOM TERHADAP MINAT PEMBELIAN PRODUK SKINCARE LOKAL MELALUI PLATFORM SOCIAL COMMERCE DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Industri skincare lokal di Indonesia berkembang pesat dengan meningkatnya kesadaran akan produk kecantikan yang aman dan berkualitas. Platform social commerce berperan penting dalam pemasaran produk melalui strategi digital inovatif. Penelitian ini menganalisis pengaruh content marketing, viral marketing, influencer, dan electronic word-of-mouth (E-WOM) terhadap minat pembelian produk skincare lokal di Jakarta. Menggunakan metode kuantitatif dengan pendekatan asosiatif kausal, data dikumpulkan dari 250 responden melalui teknik purposive sampling. Unit analisis adalah konsumen skincare lokal berusia minimal 18 tahun yang berdomisili di DKI Jakarta dan terpapar konten pemasaran melalui social commerce. Analisis data menggunakan Structural Equation Model-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa content marketing, viral marketing, influencer, dan E-WOM berpengaruh positif dan signifikan terhadap minat pembelian. E-WOM memiliki kontribusi terbesar, menunjukkan bahwa konsumen lebih mempercayai ulasan pelanggan dibandingkan elemen pemasaran lainnya. Viral marketing dan influencer juga berperan dalam membangun koneksi emosional dan meningkatkan loyalitas terhadap produk. Pelaku usaha disarankan untuk memperkuat content marketing yang informatif, memanfaatkan influencer dengan audiens relevan, serta mengoptimalkan ulasan pelanggan untuk meningkatkan kepercayaan. Strategi viral marketing melalui kampanye kreatif di media sosial juga dapat meningkatkan keterlibatan pelanggan dan memperluas jangkauan pemasaran. Pendekatan terpadu ini dapat memperkuat posisi produk skincare lokal di pasar digital. Kata Kunci: content marketing, viral marketing, influencer, e-wom, minat pembelian ******** The local skincare industry in Indonesia is growing rapidly due to increased awareness of safe and high-quality beauty products. Social commerce platforms play a crucial role in marketing products through innovative digital strategies. This study analyzes the impact of content marketing, viral marketing, influencers, and electronic word-of-mouth (E-WOM) on the purchase intention of local skincare products in Jakarta. Using a quantitative method with a causal associative approach, data was collected from 250 respondents through purposive sampling technique. The unit of analysis is local skincare consumers aged 18 years or older who reside in DKI Jakarta and are exposed to marketing content through social commerce. Data analysis was performed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that content marketing, viral marketing, influencers, and E-WOM have a positive and significant impact on purchase intention. E-WOM has the largest contribution, indicating that consumers trust customer reviews more than other marketing elements. Viral marketing and influencers also play a role in building emotional connections and increasing loyalty to products. Business owners are advised to strengthen informative content marketing, utilize influencers with relevant audiences, and optimize customer reviews to enhance trust. Viral marketing strategies through creative social media campaigns can also increase customer engagement and broaden marketing reach. This integrated approach can strengthen the position of local skincare products in the digital market. Keywords: content marketing, viral marketing, influencer, E-WOM, purchase intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Gatot Nazir Ahmad, M.Si ; 2). Nofriska Krissanya, S.E, M.B.A
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Users 27185 not found.
Date Deposited:	04 Mar 2025 07:18
Last Modified:	04 Mar 2025 07:18
URI:	http://repository.unj.ac.id/id/eprint/54402

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