Pengaruh Homophily Terhadap Purchase intention Skintific Pada TikTok Melalui Customer participation behaviour di Kota Jakarta
Abstract
Seiring berkembang pesatnya industri skincare di Indonesia, muncul fenomena Homophily, yaitu kecenderungan individu untuk lebih percaya, mengikuti, dan terhubung dengan orang-orang yang memiliki kesamaan karakteristik seperti nilai, minat, penampilan, dan latar belakang sosial. Skintific, sebagai salah satu brand skincare dengan penjualan tertinggi pada tahun 2024, berhasil memanfaatkan fenomena ini melalui platform TikTok. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Homophily terhadap Purchase intention konsumen Skintific melalui Customer participation behaviour di TikTok, khususnya di kalangan pengguna berusia 18–34 tahun di Kota Jakarta. Penelitian ini juga bertujuan mengidentifikasi sejauh mana konsumen terlibat dalam aktivitas partisipatif seperti memberi like, komentar, membagikan konten, hingga membuat konten terkait Skintific. Dengan demikian, penelitian ini mengevaluasi apakah kemiripan antara konsumen dan beauty Influencer berdampak terhadap perilaku partisipatif yang berujung pada niat membeli produk. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif dan kausal. Populasi dalam penelitian ini adalah pengguna TikTok di Kota Jakarta yang mengenal produk Skintific, dengan sampel sebanyak 384 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Homophily berpengaruh positif dan signifikan terhadap Customer participation behaviour, dan Customer participation behaviour berpengaruh positif terhadap Purchase intention. Selain itu, Homophily juga berpengaruh tidak langsung terhadap Purchase intention melalui Customer participation behaviour. Kesimpulan dari penelitian ini adalah bahwa Homophily memiliki peran penting dalam membentuk Customer participation behaviour dan meningkatkan Purchase intention melalui interaksi yang terbangun di platform media sosial seperti TikTok.Penelitian ini dapat menjadi referensi bagi brand skincare dalam merancang strategi pemasaran digital yang berbasis pada kesamaan karakteristik audiens. Saran untuk penelitian selanjutnya adalah memperluas cakupan wilayah dan mempertimbangkan variabel tambahan seperti kepercayaan terhadap merek atau persepsi risiko konsumen untuk memperoleh pemahaman yang lebih komprehensif Kata kunci – Homophily, Customer participation behaviour, Purchase intention, Skintific, TikTok.
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References
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