HUBUNGAN SOCIAL COMMERCE CONSTRUCTS DAN BRAND SWITCHING INTENTION PADA KONSUMEN SERUM WAJAH DI TIKTOK

P Nabila Soviea H, - and Anastasia Wulandari, - and Sitti Chodijah, - (2025) HUBUNGAN SOCIAL COMMERCE CONSTRUCTS DAN BRAND SWITCHING INTENTION PADA KONSUMEN SERUM WAJAH DI TIKTOK. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini mengkaji hubungan antara social commerce constructs dan brand switching intention pada konsumen serum wajah di Tiktok. Social commerce constructs membahas mengenai bagaimana konten dan interaksi sosial di s commerce memengaruhi perilaku konsumen, sedangkan brand switching intention membahas mengenai kecenderungan konsumen untuk beralih merek. Penelitian ini menggunakan pendekatan kuantitatif. Pengambilan data dilakukan dengan menyebarkan kuesioner yang melibatkan 395 responden yang merupakan konsumen serum wajah dan aktif menggunakan Tiktok. Social commerce constructs diukur melalui instrumen Social Commerce Constructs Scale dari Algharabat & Rana (2021). Sedangkan, brand switching intention diukur melalui instrumen Brand Switching Intention Scale dari Ramadhani & Sulistiobudi (2022). Teknik analisis data yang digunakan adalah uji korelasi berdasarkan Spearman Correlation. Hasil penelitian menunjukkan bahwa tidak terdapat korelasi antara social commerce constructs dan brand switching intention pada konsumen serum wajah di Tiktok. This study examines the relationship between social commerce constructs and brand switching intention in Tiktok facial serum consumers. Social commerce constructs discuss how content and social interactions in s-commerce influence consumer behavior, while brand switching intention discusses the tendency of consumers to switch brands. This research uses a quantitative approach. Data collection was carried out by distributing questionnaires involving 395 respondents who were consumers of face serum and actively using Tiktok. Social commerce constructs are measured through the Social Commerce Constructs Scale instrument from Algharabat & Rana (2021). Meanwhile, brand switching intention is measured through the Brand Switching Intention Scale instrument from Ramadhani & Sulistiobudi (2022). The data analysis technique used is a correlation test based on Spearman Correlation. The results showed that there was no correlation between social commerce constructs and brand switching intention among facial serum consumers on Tiktok.

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing Anastasia Wulandari: 6655698 Sitti Chodijah:
Uncontrolled Keywords:	brand switching intention, konsumen serum wajah, social commerce constructs, Tiktok brand switching intention, facial serum consumers, social commerce constructs, Tiktok
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HN Social history and conditions. Social problems. Social reform L Education > L Education (General)
Divisions:	Fakultas Ilmu Pendidikan > Program Studi Psikologi
Depositing User:	Alsa Kurnia Muhammad Rizky
Date Deposited:	13 Nov 2025 04:04
Last Modified:	13 Nov 2025 04:04
URI:	http://repository.upi.edu/id/eprint/134634

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