MENGUKUR TRUST DAN PURCHASE DECISION PRODUK SKINCARE: STUDI KASUS APLIKASI REVIEW DI JAKARTA

KINTHAN ARUM RENGGANIS SETIYADJID, . (2026) MENGUKUR TRUST DAN PURCHASE DECISION PRODUK SKINCARE: STUDI KASUS APLIKASI REVIEW DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Online customer review, Customer perceived value, dan Service quality terhadap Trust dan Purchase decision pada pengguna aplikasi Lemon8 dalam mencari informasi produk skincare The Originote di Jakarta. Penelitian ini menggunakan metode kuantitatif dengan data primer yang dikumpulkan melalui kuesioner daring terhadap 225 responden pengguna Lemon8 di Jakarta, yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan Statistical Package for the Social Sciences (SPSS) dan Structural Equation Modeling (SEM) AMOS dengan pendekatan Maximum Likelihood Estimation. Hasil penelitian menunjukkan bahwa Online customer review tidak berpengaruh signifikan terhadap Trust maupun Purchase decision. Customer perceived value berpengaruh signifikan terhadap Trust, namun tidak berpengaruh langsung terhadap Purchase decision, sehingga pengaruhnya bekerja secara tidak langsung melalui Trust sebagai mediator. Service quality juga tidak terbukti berpengaruh signifikan terhadap Trust maupun Purchase decision. Sebaliknya, Trust terbukti berpengaruh positif dan signifikan terhadap Purchase decision, menjadikannya faktor paling dominan dalam mendorong keputusan pembelian. Temuan ini mengindikasikan bahwa pada platform ulasan berbasis media sosial seperti Lemon8, kepercayaan konsumen lebih banyak dibangun melalui persepsi nilai (Customer perceived value) dibandingkan semata dari ulasan atau kualitas layanan platform, dan kepercayaan tersebut menjadi kunci utama yang mendorong keputusan pembelian produk skincare. ***** This study aims to analyze the influence of online customer reviews, customer perceived value, and service quality on trust and purchase decisions among Lemon8 app users searching for information on The Originote skincare products in Jakarta. This study uses a quantitative method with primary data collected through an online questionnaire from 225 Lemon8 user respondents in Jakarta, selected using a purposive sampling technique. Data were analyzed using the Statistical Package for the Social Sciences (SPSS) and Structural Equation Modeling (SEM) AMOS with the Maximum Likelihood Estimation approach. The results show that online customer reviews have no significant effect on trust or purchase decisions. Customer perceived value has a significant effect on trust, but does not have a direct effect on purchase decisions, so its influence works indirectly through trust as a mediator. Service quality is also not proven to have a significant effect on trust or purchase decisions. Conversely, trust has a positive and significant effect on purchase decisions, making it the most dominant factor in driving purchase decisions. These findings indicate that on social media-based review platforms like Lemon8, consumer trust is built more through customer perceived value than solely from reviews or the platform's service quality, and this trust is the main key that drives skincare product purchasing decisions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Daru Putri Kusumaningtyas, S.E., M.HAN.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Kinthan Arum Rengganis Setiyadjid .
Date Deposited:	12 Aug 2026 08:46
Last Modified:	12 Aug 2026 08:46
URI:	http://repository.unj.ac.id/id/eprint/70259

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