PENGARUH ULASAN PELANGGAN PRODUK KOSMETIK RIAS WAJAH DEKORATIF TERHADAP PERILAKU KONSUMTIF DI TIKTOK SHOP

FIRDA FAIRUZ KARIMAH, . (2025) PENGARUH ULASAN PELANGGAN PRODUK KOSMETIK RIAS WAJAH DEKORATIF TERHADAP PERILAKU KONSUMTIF DI TIKTOK SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh ulasan pelanggan terhadap perilaku konsumtif pada mahasiswi Program Studi Pendidikan Tata Rias dalam pembelian produk kosmetik rias wajah dekoratif di TikTok Shop. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah mahasiswi aktif Program Studi Pendidikan Tata Rias Universitas Negeri Jakarta. Data dikumpulkan melalui kuesioner, kemudian dianalisis dengan uji regresi linear sederhana. Hasil penelitian menunjukkan bahwa ulasan pelanggan memiliki pengaruh signifikan terhadap perilaku konsumtif. Elemen-elemen seperti persepsi kegunaan, kredibilitas sumber, kualitas argumen, dan jumlah ulasan memainkan peran penting dalam mendorong keputusan pembelian. Penelitian ini memberikan implikasi bagi konsumen untuk lebih bijak dalam menyikapi ulasan pelanggan serta bagi pelaku usaha dalam mengembangkan strategi pemasaran berbasis ulasan pelanggan. Hasil analisis menunjukkan bahwa ulasan pelanggan memiliki pengaruh yang signifikan terhadap perilaku konsumtif dengan nilai signifikansi sebesar <0,001 yang lebih kecil dari 0,05. Sementara itu, nilai koefisien determinasi (R= 0,087) menunjukkan bahwa 8,7% pengaruh pelanggan berperan sebesar 8,7% pada perilaku konsumtif di TikTok Shop, sisanya dipengaruhi oleh faktor lain. ***** This study aims to determine the influence of customer reviews on the consumptive behavior of students in the Cosmetology Education Study Program when purchasing decorative makeup products on TikTok Shop. This research uses a quantitative approach with a survey method. The population consists of active students in the Cosmetology Education Program at the State University of Jakarta. Data were collected through questionnaires and analyzed using simple linear regression. The results show that customer reviews significantly influence consumer behavior. Elements such as perceived usefulness, source credibility, argument quality, and the number of reviews play an important role in purchase decisions. This research implies the importance for consumers to be more critical of online reviews and for business actors to optimize review-based marketing strategies. The analysis results show that customer reviews have a significant influence on consumer behavior with a significance value of <0.001, which is less than 0.05. Meanwhile, the coefficient of determination (R= 0.087) shows that 8.7% of the influence of customer reviews plays a role of 8.7% in consumer behavior on TikTok Shop, with the rest being influenced by other factors.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Sri Irtawidjajanti, M.Pd. ; 2). Prof. Dr. Neneng Siti Silfi Ambarwati, S.Si, Apt, M.Si.
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Firda Fairuz Karimah .
Date Deposited:	12 Aug 2025 06:05
Last Modified:	12 Aug 2025 06:05
URI:	http://repository.unj.ac.id/id/eprint/59809

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