Pengaruh Interaksi Sosial (Tiktok) Terhadap Niat Pembelian Parfum Saff & Co
Abstract
Perkembangan teknologi telah menghadirkan internet, dimana media sosial seperti platform TikTok menjadi
populer. Sejalan dengan perkembangan teknologi, industri parfum juga di prediksi akan meningkat dengan salah
satu produk lokal yang menjadi no 3 terbanyak pembeliannya di e-commerce yaitu Saff & Co. Tujuan dari penelitian
ini untuk mengetahui pengaruh face to face friendship, e-WOM readership dan social media viewership dalam
media sosial TikTok terhadap purchase intention parfum Saff & Co pada generasi Z dengan mediasi social
influence. Metode penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui
kuesioner yang disebarkan secara online menggunakan Google Form. Pada penelitian ini jumlah sampel yang
digunakan sebanyak 158 responden dengan kriteria Generasi Z pengguna TikTok. Hasil data yang yang telah
terkumpul diolah dengan menggunakan Structural Equation Modeling (SEM) dengan software Smart PLS. Hasil
penelitian ini menunjukan bahwa face to face friendship, e-WOM readership, social media vierwership, social
influence, dan purchase intention termasuk dalam kategori baik. Dengan semua hipotesis dalam penelitian ini
diterima artinya variabel face to face friendship, e-WOM readership, dan social media vierwership dalam penelitian
ini berpengaruh positif dan signifikan terhadap variabel purchase intention tanpa atau melalui variabel social
influence.
Kata kunci: Pertemanan tatap muka, e-WOM, Media Sosial, Pengaruh sosial, Influencer, Niat Pembelian
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