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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