ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI KONSUMEN TERHADAP PRODUK SKINCARE X: STUDI PADA PENGGUNA PLATFORM Y GENERASI Z

MOHAMAD BADAR FADLILAH, . (2026) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI KONSUMEN TERHADAP PRODUK SKINCARE X: STUDI PADA PENGGUNA PLATFORM Y GENERASI Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh perceived quality, online customer review, serta karakteristik influencer yang meliputi trustworthiness, expertise, dan attractiveness terhadap minat beli produk skincare pada konsumen digital. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Square–Structural Equation Modeling (PLS-SEM) melalui SmartPLS. Responden penelitian berjumlah 302 orang berusia 18–28 tahun yang aktif mencari informasi skincare di media digital, dengan teknik purposive sampling dan instrumen sebanyak 30 item pernyataan. Hasil penelitian menunjukkan bahwa perceived quality, expertise, dan attractiveness berpengaruh positif dan signifikan terhadap minat beli, sementara trustworthiness tidak berpengaruh signifikan. Selain itu, online customer review memiliki pengaruh signifikan dengan arah negatif, yang mengindikasikan bahwa ulasan daring yang bias dapat menurunkan minat beli. Sebagai implikasi praktis, hasil penelitian ini diimplementasikan dalam prototype aplikasi berbasis artificial intelligence bernama SKINLYTIC sebagai sistem pendukung keputusan pembelian skincare yang lebih rasional dan terinformasi. ***** This study aims to analyze the effects of perceived quality, online customer reviews, and influencer characteristics including trustworthiness, expertise, and attractiveness on skincare purchase intention among digital consumers. This study employs a quantitative approach using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through SmartPLS. The research respondents consist of 302 individuals aged 18–28 years who actively seek skincare information through digital media, selected using a purposive sampling technique, with a research instrument comprising 30 statement items. The results indicate that perceived quality, expertise, and attractiveness have a positive and significant effect on purchase intention, while trustworthiness has no significant effect. In addition, online customer reviews show a significant negative effect, indicating that biased online reviews can reduce purchase intention. As a practical implication, the findings of this study are implemented in an artificial intelligence-based application prototype named SKINLYTIC, which serves as a decision support system to facilitate more rational and informed skincare purchase decisions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Ryna Parlyna, M.B.A; 2). Inkreswari Retno Hardini, S.Kom., M.T.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Mohamad Badar Fadlilah .
Date Deposited:	09 Feb 2026 08:27
Last Modified:	09 Feb 2026 08:27
URI:	http://repository.unj.ac.id/id/eprint/65127

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