Putri, Brilivena Clarissa Aurora (2025) Pengaruh Online Customer Review dan Social Media Influencer Terhadap Purchase Intention Produk Sunscreen The Originote Dengan Trust Sebagai Mediasi Pada Pengguna TikTok Gen Z di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The background of this research stems from the growing trend of skincare usage among Generation Z and the low market share of The Originote due to negative reviews on the TikTok platform. This study aims to analyze the influence of online customer reviews and social media influencers on the purchase intention of The Originote sunscreen product, with trust as a mediating variable among Gen Z TikTok users in Surabaya. This research adopts a quantitative approach using purposive sampling, involving 96 respondents who meet the criteria of Gen Z, are active TikTok users, and have been exposed to content related to the product. Data were collected through questionnaires and analyzed using the Partial Least Square (PLS) method. The results show that online customer reviews and social media influencers have a positive and significant effect on both trust and purchase intention. Moreover, trust mediates the influence of both variables on purchase intention. These findings highlight that consumer trust is a crucial element in shaping purchase intention for skincare products in the digital era, especially on TikTok. The implications of this research can be used by brands to design more effective digital marketing strategies to reach the Gen Z market. Keywords: Generation Z, Online Customer Review, Social Media Influencer, Purchase Intention, Trust.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||||||
| Depositing User: | Brilivena Clarissa Aurora Putri | ||||||||||||
| Date Deposited: | 18 Jul 2025 07:55 | ||||||||||||
| Last Modified: | 18 Jul 2025 07:55 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39889 |
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