ANALISIS DETERMINAN KEPUTUSAN PEMBELIAN SKINCARE GLAD TO GLOW MELALUI E-COMMERCE TIKTOK PADA MASYARAKAT LABUHANBATU

ALVI SEPTI ANDINI, NPM 2201100012 (2026) ANALISIS DETERMINAN KEPUTUSAN PEMBELIAN SKINCARE GLAD TO GLOW MELALUI E-COMMERCE TIKTOK PADA MASYARAKAT LABUHANBATU. Tugas_Akhir(Artikel) YUME : Journal of Management, 9 (2). pp. 755-766. ISSN 2614-851X (e-ISSN)

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Abstract

Penelitian ini bertujuan untuk mengkaji secara komprehensif pengaruh influencer marketing, intensitas paparan konten, dan electronic word of mouth (e-WOM) terhadap keputusan pembelian produk skincare Glad To Glow pada platform TikTok di wilayah Kabupaten Labuhanbatu. Mengingat pesatnya perkembangan tren belanja daring melalui konten media sosial, penelitian ini hadir untuk memetakan perilaku konsumen dalam merespons stimulus digital tersebut. Penelitian ini menggunakan pendekatan kuantitatif dengan desain eksplanatori guna menguji hubungan kausal antarvariabel. Sebanyak 100 responden dilibatkan sebagai sampel penelitian yang dipilih melalui metode purposive sampling. Penentuan ukuran sampel ini merujuk pada pedoman Comrey (1973), yang menyatakan bahwa jumlah sampel harus setidaknya lima kali lipat dari jumlah variabel observasi, sehingga jumlah 100 responden dianggap telah memenuhi syarat untuk menjamin stabilitas estimasi dalam analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial, influencer marketing, intensitas paparan konten, dan e-WOM memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel independen tersebut berkontribusi sebesar 71,5% terhadap variasi keputusan pembelian, sementara sisanya dipengaruhi oleh faktor lain di luar model. Temuan ini mengindikasikan bahwa optimalisasi strategi pemasaran berbasis pemengaruh, manajemen intensitas paparan konten yang terencana, serta penguatan ulasan konsumen digital merupakan determinan krusial dalam meningkatkan konversi penjualan produk skincare di ekosistem e-commerce. Implikasi penelitian ini diharapkan menjadi referensi bagi pelaku bisnis dalam menyusun strategi pemasaran digital yang lebih efektif dan berorientasi pada perilaku konsumen masa kini. Kata kunci: Influencer Marketing, Intensitas Paparan Konten, Electronic Word Of Mouth (E-WOM), Keputusan Pembelian, Tiktok Shop ================================================================================================== This study aims to comprehensively examine the influence of influencer marketing, content exposure intensity, and electronic word of mouth (e-WOM) on purchasing decisions for Glad To Glow skincare products on the TikTok platform in Labuhanbatu Regency. Considering the rapid growth of online shopping trends driven by social media content, this research seeks to map consumer behavior in responding to these digital stimuli. This study employs a quantitative approach with an explanatory design to test the causal relationships among variables. A total of 100 respondents were involved as research samples selected through purposive sampling. The sample size determination refers to the guideline of Comrey (1973), which states that the number of samples should be at least five times the number of observed variables; thus, 100 respondents are considered sufficient to ensure the stability of estimates in multiple linear regression analysis. The results show that partially, influencer marketing, content exposure intensity, and e-WOM have a positive and significant effect on purchasing decisions. Simultaneously, the three independent variables contribute 71.5% to the variation in purchasing decisions, while the remainder is influenced by other factors outside the model. These findings indicate that optimizing influencer-based marketing strategies, managing well-planned content exposure intensity, and strengthening digital consumer reviews are crucial determinants in increasing skincare product sales conversion within the e-commerce ecosystem. The implications of this study are expected to serve as a reference for business practitioners in formulating more effective digital marketing strategies that are oriented toward contemporary consumer behavior. Keywords : Influencer Marketing, Content Exposure Intensity, Electronic Word Of Mouth (E-WOM), Purchasing Decision, Tiktok Shop

Item Type:	Article
Uncontrolled Keywords:	Influencer Marketing, Intensitas Paparan Konten, Electronic Word Of Mouth (E-WOM), Keputusan Pembelian, Tiktok Shop===============Influencer Marketing, Content Exposure Intensity, Electronic Word Of Mouth (E-WOM), Purchasing Decision, Tiktok Shop
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	22 Jun 2026 03:17
Last Modified:	22 Jun 2026 03:17
URI:	http://repository.ulb.ac.id/id/eprint/2560

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