eprintid: 134634 rev_number: 22 eprint_status: archive userid: 215541 dir: disk0/00/13/46/34 datestamp: 2025-11-13 04:04:07 lastmod: 2025-11-13 04:04:07 status_changed: 2025-11-13 04:04:07 type: thesis metadata_visibility: show creators_name: P Nabila Soviea H, - creators_name: Anastasia Wulandari, - creators_name: Sitti Chodijah, - creators_nim: NIM2000319 creators_nim: NIDN0008027804 creators_nim: - creators_id: nabilasoviea@gmail.com creators_id: diangem2_psi@upi.edu creators_id: u-see@upi.edu contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: Anastasia Wulandari, - contributors_name: Sitti Chodijah, - contributors_nidn: NIDN0008027804 contributors_nidn: - contributors_id: diangem2_psi@upi.edu contributors_id: u-see@upi.edu title: HUBUNGAN SOCIAL COMMERCE CONSTRUCTS DAN BRAND SWITCHING INTENTION PADA KONSUMEN SERUM WAJAH DI TIKTOK ispublished: pub subjects: BF subjects: HN subjects: L1 divisions: PSI full_text_status: restricted keywords: brand switching intention, konsumen serum wajah, social commerce constructs, Tiktok brand switching intention, facial serum consumers, social commerce constructs, Tiktok note: ID SINTA Dosen Pembimbing Anastasia Wulandari: 6655698 Sitti Chodijah: 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. date: 2025-04-30 date_type: published institution: Universitas Pendidikan Indonesia department: KODEPRODI73201#Psikologi_S1 thesis_type: other thesis_name: other official_url: https://repository.upi.edu/ related_url_url: https://perpustakaan.upi.edu/ related_url_type: org citation: 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. document_url: http://repository.upi.edu/134634/1/S_PSI_2000319_Title.pdf document_url: http://repository.upi.edu/134634/2/S_PSI_2000319_Chapter1.pdf document_url: http://repository.upi.edu/134634/3/S_PSI_2000319_Chapter2.pdf document_url: http://repository.upi.edu/134634/4/S_PSI_2000319_Chapter3.pdf document_url: http://repository.upi.edu/134634/5/S_PSI_2000319_Chapter4.pdf document_url: http://repository.upi.edu/134634/6/S_PSI_2000319_Chapter5.pdf document_url: http://repository.upi.edu/134634/7/S_PSI_2000319_Appendix.pdf