CUSTOMER ENGAGEMENT, DIGITAL PROMOTION, DAN INFLUENCER CREDIBILITY SEBAGAI FAKTOR YANG MEMPENGARUHI PURCHASE DECISION DAN CUSTOMER LOYALTY PRODUK SKINCARE PADA PEMBELIAN DI SOCIAL COMMERCE.

MAULIDYAH AHZA, . (2025) CUSTOMER ENGAGEMENT, DIGITAL PROMOTION, DAN INFLUENCER CREDIBILITY SEBAGAI FAKTOR YANG MEMPENGARUHI PURCHASE DECISION DAN CUSTOMER LOYALTY PRODUK SKINCARE PADA PEMBELIAN DI SOCIAL COMMERCE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini menggunakan pendekatan kuantitatif untuk melihat bagaimana Customer Engagement, Digital Promotion, dan Influencer Credibility berdampak pada Purchase Decision dan Customer Loyalty dalam hal produk skincare lokal Somethinc yang dijual di toko online TikTok Shop. Responden dalam penelitian ini adalah orang-orang yang tinggal di Jakarta dan telah membeli produk Somethinc. Jumlah sampel sebanyak 270 responden diambil dengan metode purposive sampling. Hasil penelitian menunjukkan bahwa metode Structural Equation Modeling (SEM), yang diimplementasikan oleh program SmartPLS, digunakan untuk menganalisis data. Hasil penelitian menunjukkan bahwa: 1) Customer engagement memiliki pengaruh negatif dan tidak signifikan terhadap purchase decision; 2) Customer engagement berpengaruh positif dan signifikan terhadap customer loyalty; 3) Digital promotion memiliki pengaruh negatif dan tidak signifikan terhadap purchase decision; 4) Digital promotion berpengaruh positif dan signifikan terhadap customer loyalty; 5) Influencer credibility berpengaruh positif dan signifikan terhadap purchase decision; 6) Influencer credibility memiliki pengaruh negatif dan tidak signifikan terhadap customer loyalty; 7) Purchase decision berpengaruh positif dan signifikan terhadap customer loyalty. Studi ini memberikan dasar teoretis untuk perkembangan ilmu pemasaran digital dan menawarkan saran praktis bagi pelaku bisnis, khususnya merek skincare lokal seperti Somethinc, untuk membuat strategi pemasaran yang efektif di era social commerce. ***** This study uses a quantitative approach to examine how Customer Engagement, Digital Promotion, and Influencer Credibility impact Purchase Decision and Customer Loyalty in terms of the local skincare product Somethinc sold in the TikTok Shop online store. Respondents in this study were people who live in Jakarta and have purchased Somethinc products. A sample of 270 respondents was taken using a purposive sampling method. The results showed that the Structural Equation Modeling (SEM) method, implemented by the SmartPLS program, was used to analyze the data. The results showed that: 1) Customer engagement has a negative and insignificant effect on purchase decisions; 2) Customer engagement has a positive and significant effect on customer loyalty; 3) Digital promotion has a negative and insignificant effect on purchase decisions; 4) Digital promotion has a positive and significant effect on customer loyalty; 5) Influencer credibility has a positive and significant effect on purchase decisions; 6) Influencer credibility has a negative and insignificant effect on customer loyalty; 7) Purchase decisions have a positive and significant effect on customer loyalty. This study provides a theoretical basis for the development of digital marketing science and offers practical advice for business actors, especially local skincare brands like Somethinc, to create effective marketing strategies in the era of social commerce.

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 > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Maulidyah Ahza .
Date Deposited:	12 Aug 2025 01:56
Last Modified:	12 Aug 2025 01:56
URI:	http://repository.unj.ac.id/id/eprint/59796

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