PERAN GAYA HIDUP BERBELANJA, INFLUENCER MARKETING, ULASAN ONLINE DALAM KEPUTUSAN PEMBELIAN DAN LOYALITAS GEN Z DI MARKETPLACE TIKTOK SHOP

ANJAS APRIANA, . (2025) PERAN GAYA HIDUP BERBELANJA, INFLUENCER MARKETING, ULASAN ONLINE DALAM KEPUTUSAN PEMBELIAN DAN LOYALITAS GEN Z DI MARKETPLACE TIKTOK SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Dalam penelitian ini betujuan untuk mengetahui, menguji dan menganalisis faktor faktor yang dapat memengaruhi tingkat keputusan pembelian dan loyalitas Generasi Z di DKI Jakarta dalam penggunaan e-commerce Tiktok Shop. Latar belakang penelitian ini dilandasi oleh adanya pertumbuhan e-commerce yang cukup pesat di Indonesia, khususnya dikalangan Generasi Z yang mendominasi sebagai pengguna platform e-commerce yang berbasis video musik dan konten kreatif yang berinteraksi langsung dengan para influencer dan kreator. Namun, tingginya interaksi ini ternyata tidak diiringi dengan peningkatan loyalitas konsumen secara mendalam. Apalagi setelah Tiktok Shop ditutup sebagai reaksi atas peraturan pemerintah tentang sosial media berbasis e-commerce. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM). Sampel yang digunakan sebanyak 250 responden yang merupakan pengguna aktif Tiktok Shop di Wilayah DKI Jakarta dan termasuk dalam kategori Generasi Z. Data penelitian ini dikumpulkan melalui kuisioner online yang disebarkan melalui Google Form dan kemudian dianalisis menggunakan SPSS 29 dan Amos. Hasil penelitian ini menunjukan bahwa variabel shopping lifetsyle, influencer marketing dan online customer review berpengaruh secara positif dan langsung terhadap purchase decision dan customer loyalty. Variabel purchase decision tidak berpengaruh secara langsung dan signifikan terhadap customer loyalty. Penelitian ini memberikan implikasi teoretis dan praktis bagi pelaku usaha dan pengguna Tiktok Shop dalam merancang strategi pemasaran ataupun pengendalian tingkat belanja di e-commerce Tiktok Shop. ************* This study aims to identify, test, and analyze factors that can influence the level of purchasing decisions and loyalty of Generation Z in DKI Jakarta in using the Tiktok Shop e-commerce. The background of this study is based on the fairly rapid growth of e-commerce in Indonesia, especially among Generation Z who dominate as users of e-commerce platforms based on music videos and creative content that interact directly with influencers and creators. However, this high interaction is not accompanied by a deep increase in consumer loyalty. Especially after Tiktok Shop was closed in response to government regulations on e-commerce-based social media. This study uses a quantitative approach with the Structural Equation Modeling (SEM) method. The sample used was 250 respondents who are active users of Tiktok Shop in the DKI Jakarta area and are included in the Generation Z category. This research data was collected through an online questionnaire distributed via Google Form and then analyzed using SPSS 29 and Amos. The results of this study indicate that the variables of shopping lifestyle, influencer marketing, and online customer reviews have a positive and direct influence on purchase decisions and customer loyalty. The purchase decision variable does not have a direct and significant impact on customer loyalty. This research provides theoretical and practical implications for businesses and TikTok Shop users in designing marketing strategies and controlling spending levels on the e-commerce platform.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Users 29146 not found.
Date Deposited:	06 Aug 2025 02:58
Last Modified:	06 Aug 2025 02:58
URI:	http://repository.unj.ac.id/id/eprint/58241

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