PENGARUH ELECTRONIC WORD OF MOUTH COMMUNICATION (E-WOM) TERHADAP MINAT BELI PRODUK KOSMETIK DI TIKTOK SHOP : Studi Korelasi Pada Remaja Wanita Pengikut Akun TikTok @Roseallday.co

    Syamara Naila Fadhillah, - and Suwatno, - and Yani Kusmarni, - (2024) PENGARUH ELECTRONIC WORD OF MOUTH COMMUNICATION (E-WOM) TERHADAP MINAT BELI PRODUK KOSMETIK DI TIKTOK SHOP : Studi Korelasi Pada Remaja Wanita Pengikut Akun TikTok @Roseallday.co. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth (E-WOM) terhadap minat beli produk kosmetik Rose All Day di Tiktok Shop. E-WOM merupakan bentuk komunikasi digital dimana konsumen berbagi ulasan, rekomendasi, dan pengalaman secara online yang dapat mempengaruhi persepsi seseorang. Proses inilah yang difokuskan peneliti apakah E-WOM di Tiktok dapat mempengaruhi peningkatan minat beli pada produk. Dalam penelitian ini, metode korelasi digunakan untuk melihat hubungan antara variabel E-WOM, yang meliputi aspek seperti keterlibatan produk, keterlibatan diri, keterlibatan oranglain dan keterlibatan pesan terhadap minat beli konsumen. Data dikumpulkan melalui kuesioner yang disebarkan kepada sampel 156 remaja wanita dengan rentang usia 18-24 tahun yang merupakan pengikut akun Tiktok @roseallday.co. Hasil analisis menunjukkan hipotesis alternatif diterima yang mengandung arti bahwa E-WOM memiliki pengaruh signifikan terhadap minat beli dengan angka derajat hubungan sebesar 68%, sedangkan 32% lainnya dipengaruhi oleh faktor lain. Temuan ini memberikan wawasan penting bagi pelaku bisnis di industri kosmetik mengenai peran E-WOM dalam mempengaruhi persepsi dan perilaku konsumen di platform media sosial, khususnya TikTok. Dengan memahami dinamika E-WOM, merek dapat lebih efektif merancang strategi pemasaran yang sesuai untuk meningkatkan penjualan produk-produk mereka di pasar digital. This research aims to analyze the influence of Electronic Word of Mouth (E-WOM) on interest in purchasing Rose All Day cosmetic products at the Tiktok Shop. E�WOM is a form of digital communication where consumers share reviews, recommendations and experiences online that can influence a person's perception. This is the process that researchers focus on to see whether E-WOM on Tiktok can influence increased interest in purchasing a product. In this research, the correlation method is used to see the relationship between E-WOM variables, which include aspects such as product involvement, self-involvement, other people's involvement and message involvement on consumer buying interest. Data was collected through a questionnaire distributed to a sample of 156 young women aged 18-24 years who were followers of the Tiktok account @roseallday.co. The results of the analysis show that the alternative hypothesis is accepted, which means that E-WOM has a significant influence on purchasing interest with a relationship degree of 68%, while the other 32% is influenced by other factors. These findings provide important insights for business people in the cosmetics industry regarding the role of E-WOM in influencing consumer perceptions and behavior on social media platforms, especially TikTok. By understanding the dynamics of E-WOM, brands can more effectively design appropriate marketing strategies to increase sales of their products in the digital market.

    Baca Full Text klik disini
    [thumbnail of S_KOM_2003170_Title.pdf] Text
    S_KOM_2003170_Title.pdf
    Download (515kB)
    [thumbnail of S_KOM_2003170_Chapter1.pdf] Text
    S_KOM_2003170_Chapter1.pdf
    Download (271kB)
    [thumbnail of S_KOM_2003170_Chapter2.pdf] Text
    S_KOM_2003170_Chapter2.pdf
    Restricted to Staf Perpustakaan
    Download (407kB)
    [thumbnail of S_KOM_2003170_Chapter3.pdf] Text
    S_KOM_2003170_Chapter3.pdf
    Download (391kB)
    [thumbnail of S_KOM_2003170_Chapter4.pdf] Text
    S_KOM_2003170_Chapter4.pdf
    Restricted to Staf Perpustakaan
    Download (390kB)
    [thumbnail of S_KOM_2003170_Chapter5.pdf] Text
    S_KOM_2003170_Chapter5.pdf
    Download (73kB)
    [thumbnail of S_KOM_2003170_Appendix.pdf] Text
    S_KOM_2003170_Appendix.pdf
    Restricted to Staf Perpustakaan
    Download (1MB)
    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing : Suwatno: 5991814 Yani Kusmarni: 6115838
    Uncontrolled Keywords: Electronic Word Of Mouth, Minat Beli, Tiktok Shop Electronic Word Of Mouth, Purchase Interest, Tiktok Shop
    Subjects: A General Works > AS Academies and learned societies (General)
    H Social Sciences > HN Social history and conditions. Social problems. Social reform
    P Language and Literature > P Philology. Linguistics
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi
    Depositing User: Syamara Naila Fadhillah
    Date Deposited: 01 Jul 2025 06:43
    Last Modified: 01 Jul 2025 06:43
    URI: http://repository.upi.edu/id/eprint/133951

    Actions (login required)

    View Item View Item