PENGARUH ELECTRONIC WORD OF MOUTH DI SHOPEE TERHADAP KEPERCAYAAN MEREK SKINTIFIC

NITRA ANINDA DESFARA, . (2025) PENGARUH ELECTRONIC WORD OF MOUTH DI SHOPEE TERHADAP KEPERCAYAAN MEREK SKINTIFIC. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan teknologi mendorong munculnya e-commerce, salah satunya yaitu Shopee yang saat ini menjadi e-commerce terpopuler. Banyak konsumen mencari informasi produk melalui ulasan pengguna di Shopee. Produk kecantikan menjadi kategori yang paling banyak dicari, dengan Skintific sebagai salah satu merek yang populer. Tujuan penelitian ini untuk mengetahui pengaruh electronic word of mouth di Shopee terhadap kepercayaan merek Skintific. Dalam penelitian ini menggunakan teori utama Stimulus-OrganismResponse. Dimensi variabel electronic word of mouth terdiri dari intensity, valence of opinion, dan content. Sementara itu, dimensi variabel kepercayaan merek terdiri dari, brand reliability, brand intention, dan brand expectation. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner online yang disebarkan kepada 400 pengguna Shopee, pengguna Skintific dan pernah membaca ulasan Skintific di Shopee, dari 103 juta pengguna Shopee. Proses pengambilan sampel menggunakan teknik purposive sampling. Analisis dilakukan dengan uji asumsi klasik dan regresi linear sederhana melalui SPSS versi 25. Hasil uji korelasi Pearson Product Moment menunjukkan hubungan yang kuat antara e-WOM dan kepercayaan merek (r = 0,767). Sementara itu, hasil uji regresi linear sederhana menunjukkan F hitung = 568,137, nilai koefisien regresi = 0,412, dan R Square = 0,588 yang artinya berpengaruh positif dan signifikan terhadap kepercayaan merek, serta mampu menjelaskan 58,8% variasi kepercayaan merek Skintific. Dengan demikian, e-WOM di Shopee berpengaruh langsung terhadap kepercayaan merek Skintific. Kata kunci: electronic word of mouth, e-WOM, kepercayaan merek, Shopee, Skintific ***** Technological developments encourage the emergence of e-commerce, one of which is Shopee, which is currently the most popular e-commerce. Many consumers look for product information through user reviews on Shopee. Beauty products are the most searched category, with Skintific as one of the popular brands. The purpose of this study was to determine the effect of electronic word of mouth on Shopee on Skintific brand trust. This study uses the main theory of Stimulus-Organism-Response. The dimensions of the electronic word of mouth variable consist of intensity, valence of opinion, and content. Meanwhile, the dimensions of the brand trust variable consist of brand reliability, brand intention, and brand expectation. This research uses a quantitative approach with a survey method. Data was collected through an online questionnaire distributed to 400 Shopee users, Skintific users and have read Skintific reviews on Shopee, out of 103 million Shopee users. The sampling process used purposive sampling technique. The analysis was carried out by classical assumption test and simple linear regression through SPSS version 25. The Pearson Product Moment correlation test results show a strong relationship between e-WOM and brand trust (r = 0.767). Meanwhile, the simple linear regression test results show F count = 568.137, regression coefficient value = 0.412, and R Square = 0.588, which means that it has a positive and significant effect on brand trust, and is able to explain 58.8% of the variation in Skintific brand trust. Thus, e-WOM in Shopee has a direct effect on Skintific brand trust. Keywords: electronic word of mouth, e-WOM, brand trust, Shopee, Skintific

Item Type:	Thesis (Diploma)
Additional Information:	1). Mentari Anugrah Imsa, M.Si.; 2). Qoryna Noer Seyma El Farabi, M.Si.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Nitra Aninda Desfara .
Date Deposited:	29 Jul 2025 02:44
Last Modified:	29 Jul 2025 02:44
URI:	http://repository.unj.ac.id/id/eprint/56865

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