PENGARUH ELECTRONIC WORD OF MOUTH DI TIKTOK TERHADAP PURCHASE INTENTION PRODUK INNISFREE MELALUI BRAND IMAGE

Aulya Marshanda Ramadhani, - and Adam Hermawan, - and Adi Prehanto, - (2025) PENGARUH ELECTRONIC WORD OF MOUTH DI TIKTOK TERHADAP PURCHASE INTENTION PRODUK INNISFREE MELALUI BRAND IMAGE. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Perkembangan platform digital, khususnya TikTok, memberikan pengaruh besar terhadap pola konsumsi masyarakat dalam industri kecantikan. Salah satu fenomena yang muncul adalah penyebaran Electronic Word of Mouth yang memainkan peran penting dalam membentuk Brand Image dan memengaruhi Purchase Intention konsumen. Innisfree, sebagai salah satu merek skincare asal Korea Selatan, sempat mengalami dinamika persepsi konsumen akibat perubahan strategi komunikasi merek yang menuai berbagai tanggapan di media sosial. Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth terhadap Purchase Intention produk Innisfree dengan Brand Image sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode non-probability sampling. Data dikumpulkan melalui penyebaran kuesioner kepada 190 responden pengguna TikTok yang belum pernah membeli produk Innisfree. Teknik analisis data yang digunakan mencakup uji validitas, reliabilitas, uji asumsi klasik, regresi berganda, analisis jalur, serta uji Sobel, dengan bantuan program IBM SPSS versi 25. Hasil penelitian menunjukkan bahwa Electronic Word of Mouth berpengaruh signifikan terhadap Brand Image dan Purchase Intention. Brand Image juga berpengaruh signifikan terhadap Purchase Intention. Namun, pengaruh tidak langsung dari Electronic Word of Mouth terhadap Purchase Intention melalui Brand Image tidak signifikan secara statistik, meskipun arah pengaruhnya positif. Temuan ini memperkuat teori S–O–R dalam konteks komunikasi digital marketing dan menegaskan pentingnya pengelolaan Electronic Word of Mouth dalam membentuk persepsi merek di media sosial. The rapid growth of digital platforms, particularly TikTok, has significantly influenced consumer behavior in the beauty industry. One of the emerging phenomena is the spread of electronic word of mouth, which plays a crucial role in shaping brand image and influencing consumers' purchase intention. Innisfree, a well-known Korean skincare brand, has experienced shifts in consumer perception due to changes in its brand communication strategy, sparking various reactions on social media. This study aims to analyze the influence of electronic word of mouth on the purchase intention of Innisfree products, with brand image as a mediating variable. This research employs a quantitative approach using non-probability sampling. Data were collected through questionnaires distributed to 190 TikTok users who had never purchased Innisfree products. The data were analyzed using validity and reliability tests, classical assumption testing, multiple regression analysis, path analysis, and the Sobel test with the assistance of IBM SPSS 25. The results indicate that electronic word of mouth significantly influences both brand image and purchase intention. Brand image also has a significant effect on purchase intention. However, the indirect effect of electronic word of mouth on purchase intention through brand image is not statistically significant, although the direction of the relationship remains positive. These findings support the S-O-R theory in the context of digital marketing communication and emphasize the importance of managing electronic word of mouth to shape brand perception on social media.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=en&user=PQUTh98AAAAJ ID SINTA Dosen Pembimbing: Adam Hermawan: 6681172 Adi Prehanto: 6745739
Uncontrolled Keywords:	Brand Image, Electronic Word of Mouth, Purchase Intention.
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Aulya Marshanda Ramadhani
Date Deposited:	31 Aug 2025 17:09
Last Modified:	31 Aug 2025 17:09
URI:	http://repository.upi.edu/id/eprint/136381

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