PENGARUH INFLUENCER MARKETING, E-WOM, BRAND IMAGE TERHADAP PURCHASE INTENTION DAN PURCHASE DECISION PRODUK JENNSKIN DEODORANT DI TIKTOK SHOP

NURUL IZZAH AZ ZAHRA ICHTIAR, . (2025) PENGARUH INFLUENCER MARKETING, E-WOM, BRAND IMAGE TERHADAP PURCHASE INTENTION DAN PURCHASE DECISION PRODUK JENNSKIN DEODORANT DI TIKTOK SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis hubungan antara influencer marketing, E-WOM, brand image, purchase intention, dan purchase decision dalam konteks penggunaan produk Jennskin Deodorant di TikTok Shop. Penelitian ini menggunakan pendekatan kuantitaif. Populasi yang ditargetkan dalam penelitian ini terdiri dari laki-laki dan perempuan berusia 18-24 tahun,berdomisili di wilayah DKI Jakarta, dan pernah membeli Jennskin Deodorant melalui TikTok Shop. Dalam penelitian ini, peneliti menerapkan purposive sampling, yaitu metode sampling non-probabilitas dengan sampel sebanyak 217 responden. Penelitian dilakukan secara online menggunakan platform Google Forms, dengan skala likert. Metode penelitian ini menggunakan dua software analisa yaitu SPSS 30 dan AMOS 26. Teknik analisis data yang digunakan meliputi analisis deskriptif, uji validitas, uji reliabilitas, uji Average Variance Extracted (AVE), uji kelayakan model, dan uji hipotesis dengan pendekatan Structural Equation Modeling (SEM). Dari total 6 hipotesis, terdapat 3 hipotesis diterima dan memiliki dampak signifikan, sementara sisanya ditolak. Dapat sisimpulkan bahwa terdapat pengaruh positif dan signifikan influencer marketing terhadap purchase decision produk Jennskin Deodorant di TikTok Shop, terdapat pengaruh positif dan signifikan influencer marketing terhadap purchase intention produk Jennskin Deodorant di TikTok Shop, terdapat pengaruh positif dan signifikan purchase intention terhadap purchase decision produk Jennskin Deodorant di TikTok Shop. ***** This study aims to test and analyze the relationship between influencer marketing, E-WOM, brand image, purchase intention, and purchase decision in the context of using Jennskin Deodorant products at TikTok Shop. This research uses a quantitative approach. The targeted population in this study consisted of men and women aged 18-24 years, domiciled in the DKI Jakarta area, and had purchased Jennskin Deodorant through TikTok Shop. In this study, researchers applied purposive sampling, which is a non-probability sampling method with a sample of 217 respondents. The research was conducted online using the Google Forms platform, with a Likert scale. This research method uses two analysis software, namely SPSS 30 and AMOS 26. The data analysis techniques used include descriptive analysis, validity test, reliability test, Average Variance Extracted (AVE) test, model feasibility test, and hypothesis testing with the Structural Equation Modeling (SEM) approach. Out of the total 6 hypotheses, 3 hypotheses were accepted and had a significant impact, while the rest were rejected. It can be concluded that there is a positive and significant influence of influencer marketing on the purchase decision of Jennskin Deodorant products at TikTok Shop, there is a positive and significant influence of influencer marketing on the purchase intention of Jennskin Deodorant products at TikTok Shop, there is a positive and significant influence of purchase intention on the purchase decision of Jennskin Deodorant products at TikTok Shop.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Daru Putri Kusumaningtyas, S.E., M.Han
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Nurul Izzah Az Zahra Ichtiar .
Date Deposited:	11 Aug 2025 02:33
Last Modified:	11 Aug 2025 02:33
URI:	http://repository.unj.ac.id/id/eprint/59365

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