ANALISIS TINGKAT KREDIBILITAS STREAMER LIVE SHOPPING TIKTOK PADA PRODUK SKINCARE LOKAL (STUDI PADA KONSUMEN DI JABODETABEK)

VIRLIA NURMALITA, . (2026) ANALISIS TINGKAT KREDIBILITAS STREAMER LIVE SHOPPING TIKTOK PADA PRODUK SKINCARE LOKAL (STUDI PADA KONSUMEN DI JABODETABEK). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan live shopping di TikTok telah mengubah cara konsumen memperoleh informasi dan melakukan pembelian produk, khususnya pada kategori skincare lokal. Dalam aktivitas tersebut, streamer berperan sebagai sumber informasi yang dapat memengaruhi persepsi konsumen melalui tingkat kredibilitas yang dimilikinya. Penelitian ini bertujuan untuk menganalisis tingkat kredibilitas streamer live shopping TikTok pada produk skincare lokal berdasarkan persepsi konsumen di wilayah Jabodetabek. Penelitian menggunakan pendekatan kuantitatif deskriptif dengan pengumpulan data melalui kuesioner daring kepada 160 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Tingkat Capaian Responden (TCR) dan analisis nilai rata- rata (mean) dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa dimensi expertise, trustworthiness, attractiveness, dan interactivity berada pada kategori baik berdasarkan analisis TCR. Selain itu, berdasarkan analisis nilai rata-rata, kredibilitas streamer live shopping TikTok pada produk skincare lokal berada pada kategori tinggi. Temuan ini memperkuat relevansi Source Credibility Theory dalam konteks live shopping. ***** The growth of TikTok live shopping has transformed the way consumers obtain product information and make purchasing decisions, particularly for local skincare products. In this context, streamers play an important role as information sources whose credibility can influence consumers' perceptions. This study aims to analyze the level of credibility of TikTok live shopping streamers for local skincare products based on consumers' perceptions in the Jabodetabek area. A quantitative descriptive approach was employed by collecting data through an online questionnaire from 160 respondents selected using purposive sampling. Data were analyzed using the Respondent Achievement Level (TCR) and mean analysis with the assistance of SPSS software. The results indicate that the dimensions of expertise, trustworthiness, attractiveness, and interactivity are categorized as good based on the TCR analysis. Furthermore, the overall credibility of TikTok live shopping streamers is categorized as high based on the mean analysis. These findings reinforce the relevance of Source Credibility Theory in the context of live shopping.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. M. Edo S. Siregar, S.E., M.B.A. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Virlia Nurmalita .
Date Deposited:	28 Aug 2026 03:17
Last Modified:	28 Aug 2026 03:17
URI:	http://repository.unj.ac.id/id/eprint/73422

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