PENGARUH SOCIAL MEDIA MARKETING DAN BRAND POPULARITY TERHADAP BRAND TRUST DAN DAMPAKNYA TERHADAP PURCHASE INTENTION PADA PRODUK SKINCARE HANASUI DI TIKTOK SHOP

DIAN NIRMALASARI, . (2026) PENGARUH SOCIAL MEDIA MARKETING DAN BRAND POPULARITY TERHADAP BRAND TRUST DAN DAMPAKNYA TERHADAP PURCHASE INTENTION PADA PRODUK SKINCARE HANASUI DI TIKTOK SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilaksanakan untuk mengkaji bagaimana social media marketing dan brand popularity memengaruhi brand trust serta bagaimana ketiga variabel tersebut pada akhirnya berdampak pada purchase intention konsumen produk skincare Hanasui di TikTok Shop. Pendekatan yang digunakan adalah kuantitatif dengan metode survei. Adapun unit analisisnya adalah konsumen yang pernah membeli atau menggunakan produk Hanasui melalui TikTok Shop dengan populasi penelitian mencakup konsumen Hanasui yang berdomisili di kawasan Jabodetabek. Penentuan sampel dilakukan melalui teknik purposive sampling sehingga diperoleh 200 responden yang sesuai dengan kriteria yang telah ditetapkan. Sumber data berupa data primer yang dikumpulkan melalui kuesioner daring dengan menggunakan skala Likert enam poin. Selanjutnya, data dianalisis menggunakan metode Structural Equation Modeling (SEM) yang dioperasikan melalui perangkat lunak AMOS untuk mengukur keterkaitan antarvariabel dalam model yang diajukan. Temuan penelitian mengungkapkan bahwa social media marketing memberikan pengaruh positif dan signifikan terhadap brand popularity. Oleh karena itu, social media marketing juga terbukti berpengaruh secara positif dan signifikan terhadap brand trust, brand popularity yang juga berpengaruh positif dan signifikan terhadap brand trust. Lebih lanjut, brand trust terbukti memberikan pengaruh positif dan signifikan terhadap purchase intention. Hal ini mengindikasikan bahwa semakin intensif aktivitas pemasaran di media sosial serta semakin tinggi popularitas suatu merek, maka kepercayaan konsumen akan semakin meningkat sehingga turut mendorong naiknya niat pembelian terhadap produk Hanasui di TikTok Shop. Berdasarkan temuan tersebut, disarankan agar perusahaan lebih mengoptimalkan strategi social media marketing seperti dengan menyediakan informasi produk yang lebih komprehensif, menciptakan konten yang interaktif dan menarik perhatian serta memanfaatkan ulasan maupun testimoni dari konsumen secara maksimal. Selain itu, upaya untuk memperkuat popularitas merek juga perlu dilakukan secara berkelanjutan guna meningkatkan kepercayaan konsumen sekaligus mendorong niat pembelian yang lebih tinggi. ***** This study was conducted to examine how social media marketing and brand popularity influence brand trust, and how these three variables ultimately affect consumers’ purchase intentions for Hanasui skincare products on TikTok Shop. A quantitative approach using a survey method was employed. The unit of analysis consists of consumers who have purchased or used Hanasui products through TikTok Shop, with the study population comprising Hanasui consumers residing in the Greater Jakarta area. The sample was selected using purposive sampling, resulting in 200 respondents who met the established criteria. The data source consists of primary data collected via an online questionnaire using a six-point Likert scale. Next, the data were analyzed using Structural Equation Modeling (SEM) conducted via AMOS software to measure the relationships among the variables in the proposed model. The research findings reveal that social media marketing has a positive and significant effect on brand popularity. Therefore, social media marketing has also been shown to have a positive and significant effect on brand trust, and brand popularity has also been shown to have a positive and significant effect on brand trust. Furthermore, brand trust has been shown to have a positive and significant effect on purchase intention. This indicates that as social media marketing activities become more intensive and a brand’s popularity increases, consumer trust will also rise, thereby driving an increase in purchase intent for Hanasui products on TikTok Shop. Based on these findings, it is recommended that the company further optimize its social media marketing strategy, such as by providing more comprehensive product information, create interactive and attention-grabbing content, and make the most of customer reviews and testimonials. In addition, efforts to strengthen brand popularity must be carried out on an ongoing basis to build consumer trust and drive higher purchase intent.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Terrylina Arvinta Monoarfa, SE., MM.; 2). Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Dian Nirmalasari .
Date Deposited:	13 Aug 2026 01:33
Last Modified:	18 Aug 2026 08:18
URI:	http://repository.unj.ac.id/id/eprint/70326

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