WILLYANIS, AMANDA PUTRI (2025) PENGARUH PERCEIVED BEHAVIORAL CONTROL, INGREDIENTS PRODUCT, DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PRODUK SKINTIFIC (Studi Pada Remaja di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (498kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB I.pdf Restricted to Registered users only Download (303kB) |
|
|
Text (BAB II)
03 BAB II.pdf Restricted to Registered users only Download (291kB) |
|
|
Text (BAB IV)
05 BAB IV.pdf Restricted to Registered users only Download (498kB) |
|
|
Text (BAB V)
06 BAB V.pdf Restricted to Registered users only Download (166kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (278kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (524kB) |
Abstract
The objective of this research is to examine the impact of perceived behavioral control, ingredients product, and electronic word of mouth on adolescent’s purchase intention toward Skintific product in West Jakarta. The beuaty industry has shown remarkable growth, particularly among young consumers, wich motivates companies to explore the factors influencing their purchasing decisions. This study employed a quantitative approach using a survey method. Respondents were selected through purposive sampling, resulting in 140 participants. Data collection was carried out using a structured questionnaire, and the results were analyzed through Structural Equation Modeling (SEM) with the assistance of SmartPLS software. The independent variables assessed in this study include perceived behavioral control, ingredients product, and electronic word of mouth, while the dependent variable is purchase intention. The analysis reveals that all three independent variables exert a significant influence on purchase intention. Specifically, higher levels of perceived behavioral control, better product quality and composition, and stronger influence of reviews and information from social media are positively associated with greater purchase intention among adolescents toward Skintific products. There findings highlight the substantial role of the three factors in shaping adolescents’ preferences for skincare products. From a theoretical perspective, this study contributes to the enrichment of consumer behavior literature, particularly within the framework of the Theory of Planned Behavior. From a practical standpoint, it offers strategic recommendations for companies to improve product quality and leverage digital media as an effective tool for influencing purchasing decisions. Keywords: Purchase Intention, Perceived Behavioral Control, Product Composition, Electronic Word of Mouth, Skintific. Penelitian ini memiliki tujuan untuk menganalisis pengaruh dari perceived behavioral control, ingredients product, dan electronic word of mouth terhadap purchase intention remaja terhadap produk Skintific di Jakarta Barat. Industri kecantikan mengalami perkembangan yang signifikan, khususnya di kalangan remaja, sehingga mendorong perusahaan untuk meneliti berbagai faktor yang berpengaruh terhadap keputusan konsumen dalam melakukan pembelian produk. Penelitian ini dilaksanakan dengan menggunakan pendekatan kuantitatif yang menerapkan metode penelitian survei. Proses pengambilan sampel dilakukan dengan menerapkan teknik purposive sampling, yang melibatkan total responden sebanyak 140 individu. Proses pengumpulan informasi dilakukan melalui angket tertutup, kemudian hasilnya dievaluasi menggunakan pendekatan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak SmartPLS. Tiga variabel independen yang diuji adalah perceived behavioral control, ingredients product dan electronic word of mouth, sementara variabel terikat adalah purchase intention. Temuan dari analisis mengindikasikan bahwa ketiga variabel tersebut menunjukkan pengaruh signifikan terhadap purchase intention. Temuan ini menunjukkan bahwa semakin meningkatnya persepsi kendali atas tindakan, semakin baik kualitas dan kandungan produk, serta semakin kuat pengaruh ulasan dan informasi dari media sosial, akan berbanding lurus dengan peningkatan purchase intention remaja terhadap produk Skintific. Penelitian ini menegaskan bahwa ketiga faktor tersebut berkontribusi secara signifikan terhadap pembentukan preferensi pembeli remaja pada produk perawatan kulit. Penelitian ini berkontribusi secara teoritis melalui penguatan literatur mengenai perilaku konsumen, khususnya Theory of Planned Behavior. Sementara itu, kontribusi praktisnya adalah memberikan rekomendasi strategis kepada perusahaan untuk meningkatkan kualitas produk dan pemanfaatan media digital dalam mempengaruhi keputusan pembelian. Kata Kunci: Purchase Intention, Perceived Behavioral Control, Ingredients Product, Electronic Word of Mouth, Skintific.
Actions (login required)
 |
View Item |
