PENGARUH AFFILIATE MARKETING, CONTENT QUALITY, DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION SKINCARE SKINTIFIC OLEH GEN Z PADA TIKTOK SHOP DI JABODETABEK

AMANDA CHRISANTY WIBOWO, . (2026) PENGARUH AFFILIATE MARKETING, CONTENT QUALITY, DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION SKINCARE SKINTIFIC OLEH GEN Z PADA TIKTOK SHOP DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Affiliate Marketing, content quality, dan electronic word of mouth (e-WOM) terhadap purchase decision produk skincare Skintific oleh Generasi Z pada TikTok Shop di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah Generasi Z yang berdomisili di wilayah Jabodetabek dan pernah membeli produk Skintific melalui TikTok Shop. Sampel penelitian berjumlah 200 responden yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan skala Likert enam poin. Teknik analisis data yang digunakan meliputi uji validitas, uji reliabilitas, uji normalitas, uji heteroskedastisitas, analisis regresi linier sederhana, uji t, dan uji koefisien determinasi dengan bantuan program IBM SPSS Statistics versi 25. Hasil penelitian menunjukkan bahwa Affiliate Marketing berpengaruh positif dan signifikan terhadap purchase decision dengan nilai signifikansi sebesar 0,000 dan koefisien determinasi sebesar 22,1%. Content quality berpengaruh positif dan signifikan terhadap purchase decision dengan nilai signifikansi sebesar 0,000 dan koefisien determinasi sebesar 13,1%. Electronic word of mouth juga berpengaruh positif dan signifikan terhadap purchase decision dengan nilai signifikansi sebesar 0,000 dan koefisien determinasi sebesar 26,2%. Dengan demikian, dapat disimpulkan bahwa Affiliate Marketing, content quality, dan electronic word of mouth masing-masing berpengaruh positif dan signifikan terhadap purchase decision produk skincare Skintific oleh Generasi Z pada TikTok Shop di Jabodetabek, dengan electronic word of mouth menjadi variabel yang memberikan kontribusi paling besar. ***** This study aims to analyze the influence of Affiliate Marketing, content quality, and electronic word of mouth (e-WOM) on the purchase decision of Skintific skincare products among Generation Z on TikTok Shop in Greater Jakarta (Jabodetabek). This study employed a quantitative approach using a survey method. The research population consisted of Generation Z consumers residing in the Greater Jakarta area (Jabodetabek) who had previously purchased Skintific skincare products through TikTok Shop. A total of 200 respondents were selected using a purposive sampling technique. Data were collected through a questionnaire using a six-point Likert scale. The data were analyzed using validity, reliability, normality, and heteroscedasticity tests, simple linear regression analysis, t-tests, and coefficient of determination analysis using IBM SPSS Statistics version 25. The results indicate that Affiliate Marketing has a positive and significant influence on purchase decision, with a significance value of 0.000 and a coefficient of determination of 22.1%. Content quality also has a positive and significant influence on purchase decision, with a significance value of 0.000 and a coefficient of determination of 13.1%. Furthermore, electronic word of mouth has a positive and significant influence on purchase decision, with a significance value of 0.000 and a coefficient of determination of 26.2%. Therefore, it can be concluded that Affiliate Marketing, content quality, and electronic word of mouth each have a positive and significant influence on the purchase decision of Skintific skincare products among Generation Z on TikTok Shop in Greater Jakarta (Jabodetabek), with electronic word of mouth providing the greatest contribution among the three independent variables.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Annisa Lutfia, S.Pd.,M.Pd.; 2). Daru Putri Kusumaningtyas, S.E.,M.Han.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Amanda Chrisanty Wibowo .
Date Deposited:	27 Aug 2026 04:43
Last Modified:	27 Aug 2026 04:43
URI:	http://repository.unj.ac.id/id/eprint/72693

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