ANALISIS BRAND TRUST PADA FENOMENA OVERCLAIM PRODUK SKINCARE THE ORIGINOTE

AISYAH SALSABILA, . (2025) ANALISIS BRAND TRUST PADA FENOMENA OVERCLAIM PRODUK SKINCARE THE ORIGINOTE. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis tingkat kepercayaan konsumen (brand trust) terhadap merek skincare The Originote pasca fenomena overclaim yang sempat viral di media sosial. Fenomena ini mencuat setelah akun TikTok @dokterdetektif mengungkap ketidaksesuaian antara klaim kandungan pada produk Retinol B3 Serum dan hasil uji laboratorium yang menunjukkan perbedaan signifikan. Kejadian ini menimbulkan diskusi luas di kalangan konsumen dan memengaruhi persepsi publik terhadap kepercayaan terhadap merek tersebut. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Sebanyak 17 informan berdomisili di DKI Jakarta dipilih secara purposive sampling. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi konten media sosial, dan dokumentasi. Analisis data dilakukan secara tematik dengan bantuan perangkat lunak NVivo untuk mengidentifikasi pola-pola dan temuan kunci. Hasil penelitian menunjukkan bahwa brand trust terhadap The Originote dipengaruhi oleh tiga dimensi utama, yaitu kualitas produk (product quality), citra merek (brand image), dan kepuasan pelanggan (customer satisfaction). Mayoritas informan menilai bahwa produk memiliki kualitas yang cukup baik dan harga yang terjangkau, namun sebagian kecil masih meragukan efektivitas produk pasca isu overclaim. Media sosial berperan besar dalam membentuk persepsi melalui testimoni pengguna dan komunikasi dua arah antara merek dan konsumen. Penelitian ini memberikan implikasi penting bagi perusahaan, khususnya dalam meningkatkan transparansi informasi, menjaga konsistensi komunikasi merek, serta memastikan kualitas produk agar dapat mempertahankan dan membangun kembali kepercayaan konsumen secara berkelanjutan. ***** This study aims to analyze the level of consumer trust (brand trust) in the skincare brand The Originote following the viral overclaim phenomenon on social media. The issue emerged after the TikTok account @dokterdetektif revealed inconsistencies between the claimed ingredients of the Retinol B3 Serum and laboratory test results, which indicated significant discrepancies. This incident sparked widespread discussion among consumers and influenced public perception of the brand’s credibility. The research adopts a qualitative approach using a case study method. A total of 17 informants residing in DKI Jakarta were selected through purposive sampling. Data were collected through in-depth interviews, social media content observation, and documentation. Thematic analysis was conducted with the assistance of NVivo software to identify key patterns and findings. The results indicate that brand trust in The Originote is influenced by three main dimensions: product quality, brand image, and customer satisfaction. Most informants considered the products to be of good quality and affordable, although a small number expressed doubts regarding the product’s effectiveness following the overclaim issue. Social media played a major role in shaping consumer perceptions through user testimonials and direct interaction between the brand and its audience. This study provides significant implications for the company, particularly in enhancing transparency, maintaining consistent brand communication, and ensuring product quality. These factors are essential in sustaining and rebuilding consumer trust in the long term.

Item Type:	Thesis (Diploma)
Additional Information:	1). Agung Kresnamurti Rivai Prabumenang, S.T., M.M. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Aisyah Salsabila .
Date Deposited:	16 Sep 2025 02:24
Last Modified:	16 Sep 2025 02:24
URI:	http://repository.unj.ac.id/id/eprint/62468

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