HAIDI, JIHANE MAHIRA (2025) PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) DI TIKTOK SHOP TERHADAP KEPUTUSAN PEMBELIAN PRODUK TWO WAY CAKE LUXCRIME PADA KALANGAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of Electronic Word of Mouth (eWOM) in TikTok Shop on the purchasing decisions of Two Way Cake Luxcrime products among Generation Z, specifically female students of the Faculty of Communication Sciences, Mercu Buana University, intake 2022–2025. The eWOM variables in this study include message credibility, message quality, and review quantity, which are understood as a form of communication between consumers in the context of social commerce. Meanwhile, purchasing decisions are measured through the stages of information search, alternative evaluation, and purchasing decisions. This study uses a quantitative approach with a survey method of 89 respondents determined using the Slovin formula from a population of 795 female students, using a purposive sampling technique. Data were collected using a questionnaire containing 25 statements and analyzed using validity and reliability tests, Spearman correlation, and simple linear regression. The results show that eWOM in TikTok Shop is perceived positively by respondents, especially in the dimensions of credibility and message quality, indicating that honesty and authenticity of reviews are the main factors in shaping consumer confidence. In the purchasing decision variable, the information search stage is the most dominant aspect, reflecting the habits of Generation Z consumers to conduct rational evaluations before purchasing. Correlation analysis shows a very strong and positive relationship between e-WOM and purchasing decisions with a coefficient of 0.834 and a significance of p < 0.001. The regression results produce the equation Y = 2.339 + 1.212X, which indicates that increasing the quality of e-WOM significantly increases the purchasing decision for Two Way Cake Luxcrime products. This finding strengthens the Stimulus–Organism–Response (S-O-R) theory, where e-WOM acts as a stimulus that is cognitively and emotionally processed by consumers to produce a response in the form of a purchasing decision. This study confirms that e-WOM is a strategic factor in influencing the purchasing behavior of Generation Z consumers on the TikTok Shop platform. Keywords: Decision Making, e-WOM, Gen Z, Luxcrime, TikTok Shop. Riset tersebut diarahkan agar mengkaji peran ulasan digital dari pengguna (eWOM) yang beredar di TikTok Shop dalam mendorong kebijakan pembelian bedak padat Two Way Cake merek Luxcrime pada kelompok Gen Z, dengan fokus pada mahasiswi Fakultas Ilmu Komunikasi Universitas Mercu Buana periode angkatan 2022-2025. Variabel e-WOM didalam riset tersebut mencakup kredibilitas pesan, kualitas pesan, dan kuantitas ulasan, yang dipahami sebagai bentuk komunikasi antar konsumen dalam konteks social commerce. Sementara itu, keputusan pembelian diukur melalui tahapan pencarian informasi, evaluasi alternatif, dan keputusan membeli. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 89 responden yang ditentukan melalui rumus Slovin dari populasi 795 mahasiswi, dengan teknik purposive sampling. Data dikumpulkan menggunakan kuesioner berisi 25 pernyataan dan dianalisis menggunakan uji validitas, reliabilitas, korelasi Spearman, serta regresi linier sederhana. Hasil penelitian menunjukkan bahwa e-WOM di TikTok Shop dipersepsikan positif oleh responden, terutama pada dimensi kredibilitas dan kualitas pesan, yang menandakan bahwa kejujuran serta keaslian ulasan menjadi faktor utama dalam membentuk keyakinan konsumen. Pada variabel keputusan pembelian, tahap pencarian informasi menjadi aspek paling dominan, yang mencerminkan kebiasaan konsumen Generasi Z untuk melakukan evaluasi secara rasional sebelum membeli. Penelusuran hubungan variabel menyingkap ikatan pengaruh yang sangat kokoh dan progresif antara sorotan pengalaman konsumen di TikTok Shop dengan keputusan bertransaksi, terukur pada skor 0,834 dengan derajat keyakinan di atas 99% (p < 0,001). Persamaan tren Y = 2,339 + 1,212X memberi isyarat bahwa kualitas rekomendasi digital yang disebarkan pengguna lain mampu mengerek minat pembelian Two Way Cake dari Luxcrime secara nyata. Temuan ini mendukung rantai tafsir S-O-R, yang memosisikan suara konsumen di ranah daring sebagai pemicu awal, disaring melalui pola pikir dan sisi afeksi, hingga berwujud langkah pembelian. Riset ini memperkuat simpulan bahwa dialog autentik antarkonsumen di TikTok merupakan penggerak strategis perilaku belanja Generasi Z di platform TikTok Shop. Kata Kunci: e-WOM, Gen Z, Keputusan Pembelian, Luxcrime, TikTok Shop,
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