PENGARUH INFLUENCER CREDIBILITY, DAN ELECTRONIC WORD OF MOUTH (EWOM) PADA SOCIAL COMMERCE TIKTOK SHOP TERHADAP PURCHASE INTENTION DENGAN CONSUMER TRUST SEBAGAI VARIABEL MEDIASI

REZA DWI ANGGARA, . (2025) PENGARUH INFLUENCER CREDIBILITY, DAN ELECTRONIC WORD OF MOUTH (EWOM) PADA SOCIAL COMMERCE TIKTOK SHOP TERHADAP PURCHASE INTENTION DENGAN CONSUMER TRUST SEBAGAI VARIABEL MEDIASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan social commerce melalui TikTok Shop telah menciptakan paradigma baru dalam perilaku konsumen digital, khususnya di kalangan generasi muda. Penelitian ini bertujuan untuk menganalisis pengaruh influencer credibility dan electronic word of mouth (eWOM) terhadap purchase intention konsumen TikTok Shop dengan consumer trust sebagai variabel mediasi. Pendekatan kuantitatif eksplanatori digunakan dalam penelitian ini dengan teknik pengumpulan data melalui kuesioner online terhadap 280 responden pengguna TikTok Shop di wilayah DKI Jakarta. Analisis data dilakukan menggunakan metode kuantitatif dengan bantuan software AMOS. Hasil penelitian menunjukkan bahwa influencer credibility dan eWOM berpengaruh positif dan signifikan terhadap purchase intention, baik secara langsung maupun melalui consumer trust sebagai variabel mediasi. Temuan ini menggarisbawahi pentingnya membangun kredibilitas dan interaksi digital yang autentik dalam mempengaruhi keputusan pembelian di platform social commerce. Penelitian ini memberikan implikasi teoretis dan praktis bagi pemasar, content creator, serta pengambil kebijakan dalam mengembangkan strategi komunikasi pemasaran digital yang efektif. Kata Kunci : consumer trust; electronic word of mouth; influencer credibility; purchase intention; social commerce; tiktok shop.*****The rise of social commerce through TikTok Shop has transformed consumer behavior in the digital era, especially among younger generations. This study aims to examine the influence of influencer credibility and electronic word of mouth (eWOM) on purchase intention, with consumer trust serving as a mediating variable. A quantitative explanatory approach was employed, using an online questionnaire distributed to 280 active TikTok Shop users in the Jakarta area. Data analysis was conducted using quantitative with AMOS software. The findings reveal that both influencer credibility and eWOM significantly and positively affect purchase intention, both directly and indirectly through consumer trust. These results highlight the importance of building credibility and authentic digital engagement to influence purchasing decisions on social commerce platforms. This research offers theoretical and practical implications for marketers, content creators, and policymakers in designing effective digital marketing communication strategies. Keywords : consumer trust; electronic word of mouth; influencer credibility; purchase intention; social commerce; tiktok shop.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, SE., M.Si. ; 2). Nadya Fadillah F, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Reza Dwi Anggara .
Date Deposited:	08 Aug 2025 09:03
Last Modified:	08 Aug 2025 09:03
URI:	http://repository.unj.ac.id/id/eprint/58911

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