PENGARUH OVER-ENDORSEMENT TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH INFLUENCER CREDIBILITY DAN INFLUENCER AUTHENTICITY PADA KONTEN PROMOSI INFLUENCER PRODUK SKINCARE DI APLIKASI TIKTOK

ZIKRI ALAMSYAH, . (2026) PENGARUH OVER-ENDORSEMENT TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH INFLUENCER CREDIBILITY DAN INFLUENCER AUTHENTICITY PADA KONTEN PROMOSI INFLUENCER PRODUK SKINCARE DI APLIKASI TIKTOK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh over-endorsement terhadap purchase intention produk skincare pada aplikasi TikTok dengan influencer credibility dan influencer authenticity sebagai variabel mediasi berdasarkan landasan teori Stimulus–Organism–Response (SOR). Penelitian ini menggunakan pendekatan kuantitatif dengan desain explanatory research. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan pendekatan purposive sampling, yang melibatkan 250 responden pengguna TikTok di wilayah Jabodetabek. Data dianalisis menggunakan metode Covariance-Based Structural Equation Modeling (CB-SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa over-endorsement berpengaruh positif dan signifikan terhadap purchase intention, sehingga hipotesis yang memprediksi pengaruh negatif dinyatakan ditolak. Temuan ini mengindikasikan bahwa paparan promosi yang berulang tidak lagi dipersepsikan sebagai gangguan, melainkan dimanfaatkan sebagai referensi dalam memvalidasi tren produk sebelum mengambil keputusan pembelian. Selain itu, influencer credibility terbukti berpengaruh positif dan signifikan terhadap purchase intention, sedangkan influencer authenticity berpengaruh positif dan signifikan terhadap influencer credibility. Sebaliknya, over-endorsement tidak berpengaruh signifikan terhadap influencer credibility maupun influencer authenticity. Hasil penelitian juga menunjukkan bahwa influencer credibility dan influencer authenticity tidak mampu memediasi hubungan antara over-endorsement dan purchase intention. Penelitian ini memberikan kontribusi teoretis terhadap pengembangan literatur influencer marketing, khususnya dalam memahami perilaku konsumen digital pada platform TikTok, serta memberikan implikasi praktis bagi perusahaan untuk memprioritaskan kredibilitas influencer dalam menyusun strategi pemasaran digital guna meningkatkan purchase intention konsumen. ***** This study aims to examine the influence of over-endorsement on consumers’ purchase intention toward skincare products promoted on TikTok, with influencer credibility and influencer authenticity serving as mediating variables based on the Stimulus–Organism–Response (SOR) theory. This research employed a quantitative approach with an explanatory research design. The sampling technique used was non-probability sampling through a purposive sampling approach, involving 250 TikTok users in the Greater Jakarta (Jabodetabek) area. Data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) with SmartPLS 4 software. The findings reveal that over-endorsement has a positive and significant effect on purchase intention, leading to the rejection of the hypothesis predicting a negative relationship. This finding indicates that repeated promotional exposure is no longer perceived as communication clutter but is instead regarded as a useful reference for validating product trends before making purchase decisions. Furthermore, influencer credibility has a positive and significant effect on purchase intention, while influencer authenticity positively and significantly influences influencer credibility. In contrast, over-endorsement does not significantly affect either influencer credibility or influencer authenticity. The mediation analysis also demonstrates that neither influencer credibility nor influencer authenticity mediates the relationship between over-endorsement and purchase intention. This study contributes to the influencer marketing literature by providing insights into the behavior of digital consumers on TikTok and offers practical implications for companies to prioritize influencer credibility when developing digital marketing strategies to enhance consumers’ purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, S.E., M.Si. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Zikri Alamsyah .
Date Deposited:	13 Aug 2026 08:44
Last Modified:	13 Aug 2026 08:44
URI:	http://repository.unj.ac.id/id/eprint/70660

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