DAYA TARIK KEMASAN DAN PEMASARAN DIGITAL: PENGARUH PACKAGING, SOCIAL MEDIA MARKETING, DAN E-WOM TERHADAP CUSTOMER TRUST DAN PURCHASE DECISION PADA KONSUMEN FLOATY SNACK DI TIKTOK SHOP

LINTANG AYU CAHYARANI, . (2026) DAYA TARIK KEMASAN DAN PEMASARAN DIGITAL: PENGARUH PACKAGING, SOCIAL MEDIA MARKETING, DAN E-WOM TERHADAP CUSTOMER TRUST DAN PURCHASE DECISION PADA KONSUMEN FLOATY SNACK DI TIKTOK SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh packaging, social media marketing, dan electronic word of mouth (e-WoM), terhadap customer trust dan purchase decision pada konsumen Floaty Snack di TikTok Shop. Objek yang dipilih pada penelitian ini adalah produk Floaty Snack, yaitu produk cemilan ringan yang memiliki kemasan unik dengan pemilihan elemen visual berupa gambar kucing yang membuat produk tersebut unik dan menciptakan ambiguitas di masyarakat. Penelitian ini menggunakan metode kuantitatif melalui penyebaran kuesioner secara online dengan menggunakan Google Form kepada 250 responden yang berdomisili di wilayah Jakarta, berusia minimal 17 tahun, mengetahui produk Floaty Snack melalui TikTok, dan pernah melakukan pembelian pada produk Floaty Snack di TikTok Shop. Analisis data yang dilakukan menggunakan Teknik SEM untuk menguji hubungan antar variabel beserta hipotesisnya. Hasil penelitian ini menunjukkan bahwa packaging, social media marketing dan electronic word of mouth berpengaruh positif dan signifikan terhadap customer trust dan purchase decision. Namun, pada penelitian ini customer trust terbukti tidak berpengaruh terhadap purchase decision. Penelitian ini memberikan implikasi bagi brand Floaty Snack untuk memperjelas desain dan identitas pada packaging, meningkatkan kualitas serta konsistensi konten pada social media marketing, serta mendorong terbentuknya ulasan positif guna mendukung kepercayaan konsumen dan keputusan pembelian konsumen. Kata kunci: packaging, social media marketing, electronic word of mouth, customer trust, purchase decision, Floaty Snack, TikTok Shop. ***** This study aims to analyze the influence of packaging, social media marketing, and electronic word of mouth (e-WoM) on customer trust and purchase decisions of Floaty Snack consumers in TikTok Shop. The object chosen in this study is the Floaty Snack product, a light snack product that has unique packaging with the selection of visual elements in the form of cats that make the product unique and create ambiguity in the community. This study uses a quantitative method by distributing online questionnaires using Google Forms to 250 respondents who live in the Jakarta area, are at least 17 years old, know the Floaty Snack product through TikTok, and have made purchases on Floaty Snack products in TikTok Shop. Data analysis was conducted using SEM techniques to test the relationship between variables an their hypotheses. The results of this study indicate that packaging, social media marketing and electronic word of mouth have a positive and significant effect on customer trust and purchase decisions. However, in this study, customer trust was proven to have no effect on purchase decisions. This study provides implications for the Floaty Snack brand to clarify the design and identity of the packaging, improve the quality and consistency of content in social media marketing, and encourage the formation of positive reviews to support consumer trust and consumer purchasing decisions. Keywords: packaging, social media marketing, electronic word of mouth, customer trust, purchase decision, Floaty Snack, TikTok Shop

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Lintang Ayu Cahyarani .
Date Deposited:	24 Aug 2026 07:28
Last Modified:	24 Aug 2026 07:28
URI:	http://repository.unj.ac.id/id/eprint/73088

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