PENGARUH INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK MS GLOW DI TIKTOK

    Siva Sri Marwatun Nurfalah, - and Nandang, - and Ismail Yusuf, - (2025) PENGARUH INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK MS GLOW DI TIKTOK. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini berfokus pada influencer marketing dan keputusan pembelian konsumen pada produk MS Glow di TikTok. Latar belakang penelitian ini didasari oleh meningkatnya penggunaan influencer sebagai strategi pemasaran digital yang terbukti mampu mempengaruhi perilaku konsumen, khususnya dalam industri kecantikan. Tujuan penelitian ini adalah untuk mengetahui gambaran influencer marketing serta bagaimana pengaruhnya terhadap keputusan pembelian konsumen produk MS Glow. Metode penelitian menggunakan pendekatan kuantitatif dengan sifat deskriptif dan verifikatif. Data primer dikumpulkan melalui kuesioner online menggunakan Google Form yang disebarkan kepada responden. Jumlah sampel ditetapkan sebanyak 384 orang dengan menggunakan rumus lemeshow pada taraf kesalahan 5%. Analisis data dilakukan melalui uji instrumen, analisis deskriptif, uji asumsi klasik, uji regresi, dan uji hipotesis menggunakan SPSS. Hasil penelitian menunjukkan bahwa influencer marketing (X) berpengaruh signifikan terhadap keputusan pembelian (Y) dengan kontribusi sebesar 74,8%, sedangkan sisanya 25,2% dipengaruhi faktor lain seperti promosi, citra merek, harga, kualitas produk, dan faktor personal konsumen. Temuan ini menegaskan bahwa apabila influencer marketing menurun maka keputusan pembelian juga akan menurun. Oleh karena itu, peningkatan dimensi attractiviness (daya tarik) influencer menjadi strategi penting perusahaan untuk memperkuat kredibilitas, membangun kepercayaan audiens, serta mendorong peningkatan keputusan pembelian secara berkelanjutan. This research focuses on influencer marketing and consumer purchasing decisions for MS Glow products on TikTok. The background of this study is based on the increasing use of influencers as a digital marketing strategy, which has been proven to influence consumer behavior, particularly in the beauty industry. The purpose of this study is to provide an overview of influencer marketing and to examine its impact on consumer purchasing decisions for MS Glow products. The research method applies a quantitative approach with descriptive and verificative characteristics. Primary data were collected through online questionnaires distributed via Google ForMS to respondents. The sample size was determined at 384 respondents using the Lemeshow formula with a 5% margin of error. Data analysis was conducted through instrument testing, descriptive analysis, classical assumption testing, and hypothesis testing using SPSS. The results show that influencer marketing (X) has a significant effect on purchasing decisions (Y), contributing 74.8%, while the remaining 25.2% is influenced by other factors such as promotion, brand image, price, product quality, and consumer personal factors. These findings emphasize that a decline in influencer marketing will also lead to a decrease in purchasing decisions. Therefore, enhancing the expertise dimension of influencers is an important strategy for companies to strengthen credibility, build audience trust, and sustainably increase purchasing decisions.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=list_works&hl=en&user=xKD3GZMAAAAJ ID SINTA Dosen Pembimbing: Nandang: 6810537 Ismail Yusuf: 6146933
    Uncontrolled Keywords: Influencer Marketing, Keputusan Pembelian Konsumen, Pemasaran Influencer Marketing, Consumer Purchasing Decision, Marketing
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Tasikmalaya > S1 Kewirusahaan
    Depositing User: Siva Sri Marwatun Nurfalah
    Date Deposited: 23 Sep 2025 02:44
    Last Modified: 23 Sep 2025 02:44
    URI: http://repository.upi.edu/id/eprint/140146

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