INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW: PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN MS GLOW BEAUTY DI TIKTOK SHOP: Survei Konsumen Generasi Z dan Milenial

    Azkiya Putriwahyu Lisyawali, - and Heny Hendrayati, - and Chairul Furqon, - (2025) INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW: PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN MS GLOW BEAUTY DI TIKTOK SHOP: Survei Konsumen Generasi Z dan Milenial. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Seiring dengan kemajuan berbagai platform e-commerce, transaksi jual beli online semakin meningkat. Persaingan yang ketat membuat banyak platform e-commerce terus berinovasi dalam memenuhi kebutuhan konsumen yang berpengaruh pada keputusan pembelian. Tiktok Shop sebagai platform pemasaran berkontribusi signifikan dalam memengaruhi keputusan pembelian konsumen. Penelitian dijalankan dengan mengambil permasalahan berupa adanya pengurangan keputusan pembelian yang dilakukan konsumen produk MS Glow Beauty sehingga berdampak pada rendahnya peringkat penjualan produk MS Glow Beauty dengan kompetitor nya dan penurunan penjualan. Fenomena ini dapat diatasi dengan memanfaatkan influencer dan ulasan pelanggan. Dari permasalahan tersebut, penelitian ini bertujuan untuk menguji pengaruh Influencer Marketing dan Online Customer Review terhadap Keputusan Pembelian produk MS Glow Beauty. Penelitian menggunakan metode kuantitatif dengan jenis penelitian deskriptif dan verifikatif. Penentuan sampel menggunakan probability sampling – simple random sampling terhadap Generasi Z & Milenial followers Tiktok @msglowbeauty dan didapat sejumlah 400 sampel dengan menggunakan rumus Slovin. Teknik pengumpulan data primer melalui kuesioner Google Form dan analisis data dengan Regresi Linerar Berganda. Hasil dalam penelitian ini menunjukkan bahwa influencer marketing dan online customer review mempunyai pengaruh yang signifikan terhadap keputusan pembelian produk skincare MS Glow Beauty. With the advancement of various e-commerce platforms, online buying and selling transactions have continued to increase. The intense competition has encouraged many e-commerce platforms to continuously innovate in order to meet consumer needs, which significantly influences purchasing decisions. TikTok Shop, as a marketing platform, plays a substantial role in shaping consumer purchasing behavior. This study addresses the issue of declining purchasing decisions for MS Glow Beauty products, which has resulted in lower sales rankings and decreased sales compared to competitors. To address this challenge, leveraging influencers and customer reviews is proposed. The study aims to investigate the impact of influencer marketing and online customer reviews on purchasing decisions for MS Glow Beauty products. This research uses a quantitative method with a descriptive and verification research design. The sample consists of 400 Generation Z & Milenial followers of @msglowbeauty on TikTok, selected through probability sampling – simple random sampling using the Slovin formula. Data were collected through a Google Form questionnaire, and the data were analyzed using multiple regression analysis. The findings reveal that both influencer marketing and online customer reviews positively and significantly influence purchasing decisions for MS Glow Beauty skincare products.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Azkiya+Putriwahyu+Lisyawali# ID SINTA Dosen Pembimbing Heny Hendrayati: 5994544 Chairul Furqon: 5994043
    Uncontrolled Keywords: Influencer Marketing, Ulasan Pelanggan Online, Keputusan Pembelian Tiktok Shop, MS Glow Beauty, Generasi Z, Generasi Milenial Influencer Marketing, Online Customer Reviews, Purchase Decision, Tiktok Shop, MS Glow Beauty, Z Generation, Milenial Generation
    Subjects: H Social Sciences > HB Economic Theory
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Azkiya Putriwahyu Lisyawali
    Date Deposited: 12 Sep 2025 09:29
    Last Modified: 12 Sep 2025 09:29
    URI: http://repository.upi.edu/id/eprint/138995

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