ANALISIS PERILAKU KONSUMEN GEN Z DONAT PINKAN MAMBO BERDASARKAN ULASAN CONTENT CREATOR DI TIKTOK DENGAN PENDEKATAN EXPECTATION CONFIRMATION THEORY

NATALIE CHRISTY, . (2026) ANALISIS PERILAKU KONSUMEN GEN Z DONAT PINKAN MAMBO BERDASARKAN ULASAN CONTENT CREATOR DI TIKTOK DENGAN PENDEKATAN EXPECTATION CONFIRMATION THEORY. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis bagaimana ulasan content creator di TikTok membentuk ekspektasi awal konsumen, memengaruhi pengalaman konsumsi, serta berdampak pada kepuasan dan niat pembelian ulang konsumen terhadap Donat Pinkan Mambo. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Unit analisis dalam penelitian ini adalah konsumen Generasi Z di Jakarta yang pernah mengonsumsi Donat Pinkan Mambo, aktif menggunakan TikTok, serta pernah melihat ulasan content creator sebelum melakukan pembelian. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi terhadap konten TikTok, dan dokumentasi. Teknik analisis data menggunakan model Miles dan Huberman yang meliputi data collection, data reduction, data display, dan drawing/verification dengan bantuan perangkat lunak NVivo 12 Pro. Proses analisis dilakukan melalui pengkodean berdasarkan lima dimensi ECT, identifikasi keyword dan kategori data, serta visualisasi menggunakan fitur word frequency, project map, group query, dan coding stripes. Hasil penelitian menunjukkan bahwa ulasan content creator di TikTok memiliki pengaruh besar dalam membentuk ekspektasi konsumen melalui visual produk, variasi topping, viralitas, dan komentar netizen yang memunculkan rasa penasaran dan FOMO. Namun, pengalaman aktual konsumen menunjukkan bahwa sebagian besar informan menilai tekstur donat mirip odading, tingkat minyak berlebih, packaging kurang proper, serta harga yang belum sebanding dengan kualitas produk. Sebagian besar informan mengalami confirmation karena pengalaman aktual sesuai dengan gambaran dari ulasan content creator di TikTok, meskipun tingkat kepuasan konsumen cenderung rendah dan berdampak pada niat pembelian ulang. Penelitian ini merekomendasikan agar pelaku usaha makanan viral lebih memperhatikan kualitas produk, konsistensi tekstur, packaging, dan pelayanan agar ekspektasi konsumen yang terbentuk melalui media sosial dapat terpenuhi secara optimal. Kata Kunci: Expectation Confirmation Theory, TikTok, Content Creator, Perilaku Konsumen, Donat Pinkan Mambo ***** This study aims to analyze how TikTok content creator reviews shape consumers initial expectations, influence their consumption experiences and affect consumer satisfaction and repurchase intentions toward Pinkan Mambo Donuts. The study employs a qualitative approach using a case study method. The unit of analysis consist of Generation Z consumers in Jakarta who have consumed Pinkan Mambo Donuts, actively use TikTok and have been exposed to content creator reviews prior to making a purchase. Data were collecred through in-depth interviews, observations of TikTok content and documentation. Data analysis was conducted using the Miles and Huberman model, which includes data collection, data reduction, data display, and conclusion drawing/verification, supported by NVivo 12 Pro software. The analytical process involved coding data based on the five dimensions of Expectation Confirmation Theory (ECT), identifying keywords and data categories and utilizing NVivo features such as word frequency, project maps, group queries and coding stripes for data visualization and validation. The findings reveal that TikTok content creator reviews play a significant role in shaping consumer expectations through product visuals, topping variations, product virality and netizen comments that trigger curiosity and Fear of Missing Out (FOMO). However, consumers actual experiences indicate that most informants perceived the donut texture as similar to odading, excessively oily, packaged inadequately and priced disproportionately to its quality. Most informants experienced confirmation, as their actual experiences aligned with the portrayals presented in TikTok reviews. Nevertheless, consumer satisfaction tended to be low, which subsequently reduced their intention to repurchase the product. The study recommends that viral food businesses pay greater attention to product quality, texture consistency, packaging and service quality to ensure that consumer expectations formed through social media can be met more effectively. Keywords: Expectation Confirmation Theory, TikTok, Content Creator, Consumer Behavior, Pinkan Mambo Donuts

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, SE., M.Si. ; 2). Dewi Agustin Pratama Sari, SE., MSM.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Natalie Christy .
Date Deposited:	29 Jun 2026 06:21
Last Modified:	29 Jun 2026 06:21
URI:	http://repository.unj.ac.id/id/eprint/66457

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