Utomo, Fibrlian Fauzia (2022) Pengaruh Online Reviews di Aplikasi TikTok Terhadap Minat Beli Produk Skincare Pada Generasi Millenial Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the effect of online reviews on consumer interest in skincare products in Indonesia. To achieve the research objectives, the authors conducted a case study on one of the largest social media review platforms in Indonesia, namely TikTok. There are four independent variables (quality of reviews, quantity of reviews, valence of reviews, and source of credibility) to examine the effect of online consumer reviews on purchases. The sampling method used in this research is non-probability sampling with a purposive sampling technique. The sample was collected from 100 respondents in Indonesia who had seen reviews on the social media application TikTok. Quality of the reviews, the quantity of reviews, and the valence of the reviews had an influence on the interest in buying skincare products. Meanwhile, the credibility of the reviews has no significant effect on purchases of interest in skincare products. The results of the F test carried out can be seen that simultaneously brand image and product quality have a significant influence on Consumer Buying Interest. The results of the t-test (partial) that the quality of the reviews had a positive and significant effect on buying interest, the quantity of reviews had a significant positive effect on buying interest in the purchase of skin care products, the valence of the reviews had a significant positive effect on the purchase intention of skin care products, the credibility of the reviews did not have a direct relationship with buying interest. By knowing the results of this study, marketers are expected to consider online customer reviews as a marketing strategy that can be used to increase company sales. Keywords : Online reviews, Purchase Intention, Skincare, Electronic Word of Mouth
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Fibrilian Fauzia Utomo | ||||||||
| Date Deposited: | 07 Mar 2024 03:33 | ||||||||
| Last Modified: | 07 Mar 2024 03:33 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/8695 |
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