PENGARUH INFLUENCER MARKETING, BRAND IMAGE, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN SUNSCREEN FACETOLOGY DI TIKTOK (Penelitian Pada Pengguna Sunscreen Facetology)

AFIANTI, SELFI NITA (2026) PENGARUH INFLUENCER MARKETING, BRAND IMAGE, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN SUNSCREEN FACETOLOGY DI TIKTOK (Penelitian Pada Pengguna Sunscreen Facetology). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The primary objective of this empirical investigation is to evaluate the predictive role of influencer marketing, brand image, and Electronic Word of Mouth (E-WOM) in shaping consumer transaction choices regarding Facetology sunscreen products via the TikTok platform, specifically within the South Jakarta precinct. Adopting a quantitative inquiry framework, empirical data were gathered from a target cohort of 160 active consumers selected through a non-probability purposive sampling scheme. The data acquisition relied on a structured survey instrument distributed to eligible participants. Model estimation and hypothesis testing were executed using Variance-Based Structural Equation Modeling (PLS�SEM) facilitated by the SmartPLS 4.0 computational package. The statistical findings confirm that influencer marketing exerts a direct, positive, and significant effect on facilitating consumer purchasing behavior for Facetology sunscreen. Additionally, brand image demonstrates a statistically positive and meaningful influence on consumer purchasing decisions. In a parallel manner, Electronic Word of Mouth (E-WOM) serves as a robust positive driver that significantly enhances purchase execution for Facetology sunscreen items. Keywords: Influencer Marketing, Brand image, E-Wom, Purchase decision Tujuan utama penulisan riset ini ialah menguji keterkaitan antara influencer marketing, brand image, dan Electronic Word of Mouth (E-WOM) terhadap penetapan tindakan transaksi produk sunscreen merek Facetology di platform TikTok, dengan batasan cakupan wilayah Jakarta Selatan. Kerangka riset ini mengaplikasikan metode kuantitatif dengan penentuan sampel melalui teknik purposive sampling terhadap 160 orang informan. Pengumpulan data primer dijalankan via penyebaran angket kuesioner secara terstruktur. Untuk kebutuhan analisis data, penelitian ini memanfaatkan teknik Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) yang dioperasikan melalui piranti lunak SmartPLS versi 4.0. Temuan dari pengolahan data mengonfirmasi bahwasanya variabel influencer marketing memberikan kontribusi positif serta signifikan dalam mendorong eksekusi pembelian produk tabir surya Facetology. Di samping itu, variabel brand image terbukti berbanding lurus secara positif dan signifikan terhadap keputusan transaksi konsumen. Selaras dengan kedua variabel tersebut, Electronic Word of Mouth (E-WOM) juga mencatatkan pengaruh positif yang signifikan dalam memicu tindakan pembelian pelanggan pada produk tabir surya Facetology. Kata Kunci: Influencer Marketing, Brand image, E-Wom, Keputusan Pembelian

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122010124
Uncontrolled Keywords:	Influencer Marketing, Brand image, E-Wom, Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	11 Sep 2026 13:30
Last Modified:	11 Sep 2026 13:30
URI:	http://repository.mercubuana.ac.id/id/eprint/103805

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