PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP NIAT BELI PRODUK SKINCARE FACETOLOGY DI TIKTOK (STUDI PADA GEN-Z DI BANDAR LAMPUNG)

MUTIARA , PUSPITASARI (2025) PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP NIAT BELI PRODUK SKINCARE FACETOLOGY DI TIKTOK (STUDI PADA GEN-Z DI BANDAR LAMPUNG). FAKULTAS EKONOMI DAN BISNIS, UNIVERSITAS LAMPUNG.

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

Perkembangan TikTok sebagai media sosial visual membuat ulasan pengguna (e-WOM) dan promosi melalui influencer semakin berpengaruh terhadap keputusan pembelian, terutama bagi generasi Z. Namun, beragamnya kualitas informasi yang muncul di TikTok menimbulkan ketidakpastian mengenai seberapa besar pengaruh kedua strategi tersebut terhadap niat beli produk skincare lokal seperti Facetology. Penelitian ini bertujuan mengetahui pengaruh Electronic Word of Mouth (E-WOM) dan Influencer Marketing terhadap niat beli produk Facetology di TikTok pada generasi Z di Bandar Lampung. Penelitian menggunakan metode kuantitatif dengan kuesioner kepada 170 responden dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa E-WOM dan Influencer Marketing berpengaruh positif dan signifikan terhadap niat beli. Artinya, kualitas ulasan pengguna dan kredibilitas influencer mampu meningkatkan minat konsumen untuk membeli produk. Temuan ini memberikan masukan bagi pelaku usaha untuk mengoptimalkan strategi pemasaran digital melalui penguatan e-WOM dan kolaborasi influencer marketing yang tepat. Kata kunci: Electronic Word of Mouth, Influencer Marketing, Niat Beli, Facetology, TikTok. The rapid development of TikTok as a visual-based social media platform has made user reviews (e-WOM) and influencer promotions increasingly influential in shaping purchasing decisions, particularly among Generation Z. However, the varying quality of information circulating on TikTok creates uncertainty regarding how strongly these strategies affect purchase intention toward local skincare products such as Facetology. This study aims to determine the influence of Electronic Word of Mouth (E-WOM) and Influencer Marketing on the purchase intention of Facetology skincare products on TikTok among Generation Z in Bandar Lampung. This research employs a quantitative method by distributing questionnaires to 170 respondents and analyzing the data using multiple linear regression. The results indicate that both E-WOM and Influencer Marketing have a positive and significant effect on purchase intention. This means that the quality of user reviews and the credibility of influencers are capable of increasing consumer interest in purchasing the product. These findings provide valuable insights for businesses to optimize their digital marketing strategies by strengthening e-WOM and establishing effective influencer marketing collaborations. Keywords: Electronic Word of Mouth, Influencer Marketing, Purchase Intention, Facetology, TikTok.

Jenis Karya Akhir: Skripsi
Subyek: 300 Ilmu sosial > 330 Ekonomi
Program Studi: FAKULTAS EKONOMI DAN BISNIS (FEB) > Prodi S1-Manajemen
Pengguna Deposit: 2507269336 Digilib
Date Deposited: 26 Nov 2025 08:09
Terakhir diubah: 26 Nov 2025 08:09
URI: http://digilib.unila.ac.id/id/eprint/93798

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