ANALISIS PRODUCT QUALITY THE ORIGINOTE MELALUI REVIEW KOL DI TIKTOK DENGAN PENDEKATAN EXPECTATION CONFIRMATION THEORY

RACHMA AMALIA PUTRI, . (2025) ANALISIS PRODUCT QUALITY THE ORIGINOTE MELALUI REVIEW KOL DI TIKTOK DENGAN PENDEKATAN EXPECTATION CONFIRMATION THEORY. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui persepsi konsumen terhadap kualitas produk The Originote berdasarkan ulasan akun TikTok @dokterdetektif. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik analisis tematik dan kerangka Expectation Confirmation Theory (ECT) yang mencakup lima dimensi: expectation, perceived performance, confirmation, satisfaction, dan repurchase intention. Data diperoleh melalui wawancara mendalam terhadap empat informan dengan bantuan NVivo 12 Pro untuk pengelolaan dan analisis data. Hasil penelitian menunjukkan bahwa review kritis dari Key Opinion Leader (KOL) seperti @dokterdetektif memiliki pengaruh signifikan terhadap perubahan persepsi konsumen. Informan yang menonton ulasan tersebut cenderung mengalami penurunan tingkat kepuasan dan niat beli ulang dibandingkan dengan informan yang belum menontonnya. Selain itu, penelitian ini juga mengungkap bahwa kejujuran dan transparansi klaim produk berperan penting dalam mempertahankan kepercayaan konsumen. Temuan ini memberikan implikasi praktis bagi brand untuk lebih berhati-hati dalam membuat klaim produk serta memanfaatkan peran KOL secara strategis dalam komunikasi pemasaran. Kata Kunci: persepsi konsumen, TikTok, kualitas produk, ECT, pembelian ulang ***** This study aims to examine consumers’ perceptions of The Originote product quality based on reviews from the TikTok account @dokterdetektif. The research employs a descriptive qualitative approach using thematic analysis techniques and the Expectation Confirmation Theory (ECT) framework, which encompasses five dimensions: expectation, perceived performance, confirmation, satisfaction, and repurchase intention. Data were collected through in-depth interviews with four informants and analyzed using NVivo 12 Pro for data management and coding. The findings reveal that critical reviews from Key Opinion Leaders (KOLs) such as @dokterdetektif have a significant impact on changing consumer perceptions. Informants who watched the review tended to experience decreased satisfaction levels and lower repurchase intentions compared to those who had not seen it. Furthermore, the study highlights that honesty and transparency in product claims are crucial for maintaining consumer trust. These results provide practical implications for brands to be more cautious in making product claims and to strategically leverage KOLs in their marketing communications. Keywords: ECT, Product Quality, Repeat Purchase, Consumer Perception, TikTok

Item Type:	Thesis (Diploma)
Additional Information:	1). Agung Kresnamurti Rivai P., ST, M.M. ; 2). Dewi Agustin Pratama Sari, S.E., M.S.M
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Rachma Amalia Putri .
Date Deposited:	12 Aug 2025 03:00
Last Modified:	12 Aug 2025 03:00
URI:	http://repository.unj.ac.id/id/eprint/59902

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