PENGARUH ELECTRONIC WORD OF MOUTH DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI PRODUK SKINTIFIC DI TIKTOK PADA GENERASI Z

KAYYISAH AULIA RAHMAN, . (2026) PENGARUH ELECTRONIC WORD OF MOUTH DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI PRODUK SKINTIFIC DI TIKTOK PADA GENERASI Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth (e-WOM) dan Persepsi Harga terhadap Keputusan Pembelian produk Skintific di TikTok pada Generasi Z, baik secara langsung maupun melalui Citra Merek sebagai variabel mediasi. Penelitian ini didasarkan pada Theory of Planned Behavior (TPB), yang menjelaskan bahwa keputusan pembelian dipengaruhi oleh niat berperilaku yang terbentuk berdasarkan sikap, norma subjektif, dan persepsi kontrol perilaku. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah pengguna TikTok yang pernah membeli produk Skintific, dengan sampel sebanyak 170 responden berusia 18–24 tahun yang berdomisili di DKI Jakarta, yang dipilih menggunakan teknik non-probability sampling dengan pendekatan purposive sampling. Data dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa Electronic Word of Mouth, Persepsi Harga, dan Citra Merek masing-masing berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Selain itu, Electronic Word of Mouth dan Persepsi Harga juga berpengaruh positif dan signifikan terhadap Citra Merek. Hasil pengujian mediasi menunjukkan bahwa Citra Merek mampu memediasi secara positif dan signifikan pengaruh Electronic Word of Mouth dan Persepsi Harga terhadap Keputusan Pembelian. Temuan ini menegaskan bahwa selain memperkuat komunikasi digital dan strategi harga, penguatan Citra Merek merupakan mekanisme penting untuk mendorong Keputusan Pembelian produk skincare di platform TikTok pada kalangan Generasi Z. ***** This study aims to analyze the influence of Electronic Word of Mouth (e-WOM) and Price Perception on the Purchase Decision of Skintific products on TikTok among Generation Z, both directly and indirectly through Brand Image as a mediating variable. This study is based on the Theory of Planned Behavior (TPB), which explains that purchase decisions are influenced by behavioral intentions formed based on attitudes, subjective norms, and perceived behavioral control. This study employed a quantitative approach using a survey method. The research population consisted of TikTok users who had purchased Skintific products. A total of 170 respondents aged 18–24 years residing in DKI Jakarta were selected using a non-probability sampling technique with a purposive sampling approach. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with the assistance of SmartPLS software. The results indicate that Electronic Word of Mouth, Price Perception, and Brand Image each have a positive and significant effect on Purchase Decision. In addition, Electronic Word of Mouth and Price Perception also have a positive and significant effect on Brand Image. The mediation analysis reveals that Brand Image positively and significantly mediates the effects of Electronic Word of Mouth and Price Perception on Purchase Decision. These findings confirm that, in addition to strengthening digital communication and pricing strategies, enhancing Brand Image serves as an important mechanism for encouraging the purchase decisions of skincare products on the TikTok platform among Generation Z.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd.,M.Si.,Ph.D; 2). Sefrimel Angriani ZN, S.E., M.Sc.
Subjects:	Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Kayyisah Aulia Rahman .
Date Deposited:	13 Aug 2026 08:03
Last Modified:	13 Aug 2026 08:03
URI:	http://repository.unj.ac.id/id/eprint/70732

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