ANALISIS EFEKTIVITAS INFLUENCER MARKETING PADA TIKTOK PRODUK SKINTIFIC

HELEN MAGDALENA, . (2025) ANALISIS EFEKTIVITAS INFLUENCER MARKETING PADA TIKTOK PRODUK SKINTIFIC. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilakukan untuk menganalisis efektivitas influencer marketing pada platform TikTok terhadap produk skincare Skintific di wilayah Jabodetabek. Perkembangan media sosial saat ini telah mendorong munculnya strategi pemasaran baru yang melibatkan influencer sebagai pihak ketiga dalam memengaruhi keputusan pembelian konsumen. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan metode survei, di mana data dikumpulkan melalui kuesioner online yang disebarkan kepada 100 responden berusia 18–34 tahun yang berdomisili di Jabodetabek, aktif menggunakan TikTok, dan pernah membeli produk Skintific. Data dianalisis menggunakan bantuan software SPSS (Statistical Program for Social Science). Hasil analisis menunjukkan bahwa keempat dimensi influencer marketing, yaitu kredibilitas, efektivitas ajakan, kualitas konten, dan authenticity berada dalam kategori sangat efektif. Penelitian ini diharapkan dapat menjadi referensi bagi brand dalam mengoptimalkan strategi pemasaran digital, khususnya melalui pendekatan influencer marketing di platform TikTok untuk meningkatkan keterlibatan dan keputusan pembelian konsumen.**** This study aims to analyze the effectiveness of influencer marketing on the TikTok platform for the skincare brand Skintific in the Jabodetabek area. The rapid development of social media has given rise to new marketing strategies that involve influencers as third parties in influencing consumer purchasing decisions. This research employs a descriptive quantitative approach using a survey method, where data were collected through an online questionnaire distributed to 100 respondents aged 18–34 years, residing in Jabodetabek, who actively use TikTok and have previously purchased Skintific products. Data analysis was conducted using SPSS (Statistical Program for Social Science). The results show that the four dimensions of influencer marketing credibility, call to action effectiveness, content quality, and authenticity are all categorized as highly effective. This study is expected to serve as a reference for brands in optimizing their digital marketing strategies, particularly through influencer marketing on TikTok, to increase consumer engagement and purchasing decisions

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, S.E., M.Si. ; 2). Shandy Aditya, BIB., MPBS.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Muffidafajrika Dinda Febriana Helen Magdalena .
Date Deposited:	12 Aug 2025 04:05
Last Modified:	12 Aug 2025 04:05
URI:	http://repository.unj.ac.id/id/eprint/59898

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