PENGARUH ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION MELALUI TRUST PADA PRODUK SKINCARE DI PLATFORM TIKTOK

SITI KHODIJAH, . (2025) PENGARUH ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION MELALUI TRUST PADA PRODUK SKINCARE DI PLATFORM TIKTOK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh positif dan signifikan online customer review terhadap purchase intention melalui trust pada produk skincare di platform TikTok. Penelitian ini menggunakan metode penelitian kuantitatif melalui kuesioner. Populasi dalam penelitian ini adalah pengguna skincare di platform TikTok, berusia 18-24 tahun berada di wilayah Daerah Khusus Jakarta (DKJ) yang memiliki minat beli terhadap produk skincare di platform TikTok. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan metode purposive sampling sehingga diperoleh jumlah sampel sebanyak 120 responden. Teknik pengumpulan data yang dilakukan dengan menggunakan kuesioner tertutup dengan skala likert. Metode penelitian ini menggunakan Analisa Structural Equation Modeling (SEM) dengan menggunakan Partial Least Square (PLS), software yang digunakan ialah SmartPLS versi 4. Teknik analisis data yang digunakan adalah R-Square dan Effect size (f²). Dapat disimpulkan bahwa terdapat pengaruh positif dan signifikan online customer review terhadap purchase intention pada produk skincare di platform TikTok, terdapat pengaruh positif dan signifikan online customer review terhadap trust pada produk skincare di platform TikTok, terdapat pengaruh positif dan signifikan trust terhadap purchase intention pada produk skincare di platform TikTok, terdapat pengaruh positif dan signifikan online customer review terhadap purchase intention melalui trust pada produk skincare di platform TikTok. **** This study aims to examine and analyze the positive and significant influence of online customer reviews on purchase intention through trust in skincare products on the TikTok platform. This research uses a quantitative method. The population in this study consists of skincare users on the TikTok platform, aged 18–24 years, located in the Special Capital Region of Jakarta (DKJ), who have a buying interest in skincare products on TikTok. The sampling technique used in this study is non-probability sampling with a purposive sampling method, resulting in a total sample of 120 respondents. Data collection was conducted using a closed-ended questionnaire with a Likert scale. This research method uses Structural Equation Modeling (SEM) analysis with Partial Least Squares (PLS), and the software used is SmartPLS version 4. The data analysis techniques used are R-Square and Effect size (f²). It can be concluded that there is a positive and significant influence of online customer reviews on purchase intention for skincare products on the TikTok platform, a positive and significant influence of online customer reviews on trust in skincare products on TikTok, a positive and significant influence of trust on purchase intention for skincare products on TikTok, and a positive and significant influence of online customer reviews on purchase intention through trust in skincare products on the TikTok platform.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd., M.Si., Ph.D ; 2). Nadya Fadillah Fidhyallah, S.Pd., M.Pd
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Siti Khodijah .
Date Deposited:	07 Jul 2025 01:49
Last Modified:	07 Jul 2025 01:49
URI:	http://repository.unj.ac.id/id/eprint/56550

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