Arimawasti, Indi (2025) Pengaruh Online Customer Review dan Social Media Influencer Terhadap Keputusan Pembelian Produk Ampoule Serum Skin1004 Pada Generasi Z Pengguna Tiktok di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The skincare industry in Indonesia has experienced rapid growth alongside increasing awareness of skin care, particularly among Generation Z. TikTok, as a popular platform, plays a significant role in shaping consumption patterns through consumer reviews and influencer content. One standout product is the Skin1004 Ampoule Serum. This study aims to examine the influence of Online Customer Reviews and Social Media Influencers on the purchase decisions of Generation Z TikTok users in Surabaya. A quantitative research method was employed, involving 108 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that both independent variables have a positive and significant effect on purchase decisions. These results highlight the importance of digital marketing strategies based on reviews and influencers in shaping the purchasing decisions of young consumers. Keywords: Generation Z; Purchase Decision; Online Customer Review; Social Media Influencer
| 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: | Indi Arimawasti | ||||||||||||
| Date Deposited: | 19 Jun 2025 07:34 | ||||||||||||
| Last Modified: | 19 Jun 2025 07:34 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/38558 |
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