Pengaruh Electronic Word of Mouth Melalui Media Sosial TikTok Terhadap Niat Pembelian Produk Hanasui
Abstract
Persaingan dalam industri skincare di Indonesia semakin ketat seiring dengan meningkatnya kesadaran
masyarakat terhadap pentingnya perawatan kulit. TikTok, sebagai salah satu platform media sosial dengan jumlah
pengguna terbesar di Indonesia dapat menjadi media yang strategis untuk menyampaikan informasi dan
memasarkan suatu produk, namun juga memunculkan fenomena overclaim yang diungkap melalui konten edukatif
oleh dokter detektif. Hal ini mendorong konsumen menjadi lebih kritis terhadap keaslian dan kredibilitas produk.
Hanasui menjadi salah satu merek lokal yang lolos uji laboratorium dan tidak terbukti melakukan overclaim,
namun belum termasuk dalam jajaran merek terbesar di TikTok Shop. Penelitian ini bertujuan mengetahui
pengaruh electronic word of mouth (eWOM) di TikTok terhadap niat pembelian produk Hanasui. Sub variabel dari
eWOM dalam penelitan ini yaitu information quality, information quantity, information credibility, information
task-fit, needs of information, attitude towards information, information usefulness, dan information adoption.
Penelitian ini menggunakan pendekatan kuantitatif dengan jenis deskriptif kausal. Data dikumpulkan berdasarkan
penyebaran kuesioner yang diperoleh sebesar 385 responden. Teknik analisis data dilakukan dengan menggunakan
Structural Equation Modeling Partial Least-Square (SEM-PLS) dengan menggunakan Smart PLS
4. Hasil penelitian menunjukkan bahwa information quality, information quantity, information credibility,
information task-fit, needs of information, attitude towards information berpengaruh positif dan signifikan
terhadap information usefulness. Selanjutnya information usefulness dan information adoption berpengaruh positif
dan signifikan terhadap niat pembelian. Adapun saran dalam penelitian ini yaitu, Hanasui disarankan untuk lebih
memahami kebutuhan informasi konsumen, khususnya terkait informasi awal mengenai produk yang sering dicari
sebelum melakukan pembelian.
Kata Kunci: eWOM, niat pembelian, skincare, TikTok, Hanasui
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