Pengaruh ewom terhadap purchase intention produk skincare dimediasi oleh information adoption di platform tiktok

DETAIL KOLEKSI

Pengaruh ewom terhadap purchase intention produk skincare dimediasi oleh information adoption di platform tiktok

Oleh : Miracle Arnold

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2026

Pembimbing 1 : Husna Leila Yusran

Pembimbing 2 : Husna Leila Yusran

Kata Kunci : Electronic Word-of-Mouth, Information Quality, Information Quantity, Information Credibility, Inform

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2026_SK_SMJ_022002206006_Halaman-Judul.pdf	15
2.	2026_SK_SMJ_022002206006_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2026_SK_SMJ_022002206006_Surat-Hasil-Similaritas.pdf	1
4.	2026_SK_SMJ_022002206006_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2026_SK_SMJ_022002206006_Lembar-Pengesahan.pdf	4
6.	2026_SK_SMJ_022002206006_Pernyataan-Orisinalitas.pdf	1
7.	2026_SK_SMJ_022002206006_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2026_SK_SMJ_022002206006_Bab-1.pdf	15
9.	2026_SK_SMJ_022002206006_Bab-2.pdf	38
10.	2026_SK_SMJ_022002206006_Bab-3.pdf	24
11.	2026_SK_SMJ_022002206006_Bab-4.pdf	31
12.	2026_SK_SMJ_022002206006_Bab-5.pdf	8
13.	2026_SK_SMJ_022002206006_Daftar-Pustaka.pdf	4
14.	2026_SK_SMJ_022002206006_Lampiran.pdf	17

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh electronic word-of-mouth (ewom) di tiktok terhadap purchase intention produk skincare pada pengguna tiktok di indonesia dengan information adoption sebagai variabel mediasi. penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 152 responden yang dipilih menggunakan teknik purposive sampling. analisis data dilakukan menggunakan structural equation modeling (sem) dengan bantuan ibm spss statistics 26 dan ibm spss amos. hasil penelitian menunjukkan bahwa information quantity berpengaruh positif terhadap information usefulness, information usefulness berpengaruh positif terhadap information adoption, dan information adoption berpengaruh positif terhadap purchase intention. selain itu, information adoption terbukti memediasi pengaruh information quantity terhadap purchase intention. sebaliknya, information quality dan information credibility tidak berpengaruh positif terhadap information adoption serta tidak memiliki pengaruh mediasi terhadap purchase intention. temuan penelitian menunjukkan bahwa kuantitas informasi pada tiktok memiliki peran yang lebih besar dalam meningkatkan minat beli dibandingkan kualitas maupun kredibilitas informasi. oleh karena itu, perusahaan skincare disarankan untuk memperbanyak konten informatif dan ulasan pengguna guna meningkatkan minat beli konsumen.

T This study aims to examine the influence of electronic word-of-mouth (ewom) on tiktok toward consumers\\\' purchase intention of skincare products among tiktok users in indonesia, with information adoption as mediating variables. this research employed a quantitative approach using a survey method by distributing questionnaires to 152 respondents selected through purposive sampling. data were analyzed using structural equation modeling (sem) with ibm spss statistics 26 and ibm spss amos. the findings reveal that information quantity positively affects positively influences information adoption, and information adoption positively affects purchase intention. furthermore, information adoption mediate the relationship between information quantity and purchase intention. however, information quality and information credibility do not positively affect information adoption and do not indirectly influence purchase intention through the mediating variables. these findings indicate that the quantity of information available on tiktok plays a more important role than information quality and credibility in increasing consumers\\\' purchase intention. therefore, skincare companies are encouraged to provide more informative content and user reviews to enhance consumers\\\' purchase intention.