Purba, Devita Frisdayana (2026) Eksplorasi Pengalaman Gen Z Dalam Memaknai Electronic Word Of Mouth Di Tiktok Pada Keputusan Pembelian Produk Skincare Azarine. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of social media, particularly TikTok, has transformed the way consumers obtain, evaluate, and share product-related information through electronic word of mouth (e-WOM). This phenomenon is increasingly relevant among Generation Z, who are recognized as digital natives and actively rely on social media in their purchasing decision-making processes, including for skincare products such as Azarine. This study aims to explore Generation Z’s experiences in receiving, interpreting, and responding to e-WOM related to Azarine skincare products on TikTok, as well as to understand its influence on purchasing decisions. This study employed a descriptive qualitative approach. Data were collected through in-depth interviews, observations, and documentation involving five Generation Z informants who actively use TikTok and had been exposed to e-WOM content regarding Azarine skincare products. The findings reveal that e-WOM on TikTok functions not only as a source of information but also as a form of social validation that shapes consumers’ perceptions and trust toward products. The credibility of content creators, the authenticity of reviews, the visualization of product usage experiences, and the intensity of digital interactions were found to be important factors in building consumer trust. Furthermore, purchasing decisions were influenced by a combination of rational and emotional considerations, as well as the suitability of the product to the informants’ self-identity and personal needs. This study concludes that e-WOM on TikTok plays a significant role in shaping Generation Z’s perceptions and purchasing decisions regarding Azarine skincare products.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Devita Frisdayana Purba | ||||||||
| Date Deposited: | 25 May 2026 07:52 | ||||||||
| Last Modified: | 25 May 2026 07:52 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52446 |
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