Panggabean, El Kerysso Naoki (2026) PENGARUH CONSUMER ATTENTION, CONTENT APPEAL, DAN CONSUMER TRUST TERHADAP PURCHASE INTENTION PRODUK SKINCARE THE ORIGINOTE DI TIKTOK SHOP (STUDI PADA GENERASI Z DI KOTA SURABAYA). Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
The rapid growth of e-commerce in Indonesia has driven a transformation toward social-commerce via TikTok Shop. This study evaluates the impact of Consumer Attention, Content Appeal, and Consumer Trust on the Purchase Intention of The Originote skincare products among Generation Z in Surabaya. The research employs a quantitative associative method with purposive sampling. Data were analyzed using Multiple Linear Regression. Findings indicate that attention, content appeal, and consumer trust partially exert a positive and significant influence on purchase intention. Simultaneously, these three factors contribute substantially to explaining variations in audience purchase intention. Further analysis confirms that consumer trust is the most dominant variable in this model. Due to the high-involvement nature of skincare products, credibility serves as the primary determinant in reducing consumer risk perception. These results suggest the necessity for transparent content strategies to succeed in the competitive digital beauty market.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | MR EL KERYSSO NAOKI PANGGABEAN | ||||||||
| Date Deposited: | 06 Mar 2026 01:35 | ||||||||
| Last Modified: | 06 Mar 2026 01:35 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/50183 |
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