Pengaruh Influencer Marketing, E-WOM, Brand Image Terhadap Purchase Intention dan Purchase Decision Produk Jennskin Deodorant Di TikTok Shop
DOI:
https://doi.org/10.61722/jrme.v2i4.5661Keywords:
Brand Image, E-WOM, Influencer Marketing, Purchase Decision, Purchase IntentionAbstract
Penelitian ini bertujuan menguji hubungan antara influencer marketing, electronic word of mouth (EWOM), brand image, purchase intention, dan purchase decision dalam konteks pembelian produk Jennskin Deodorant di TikTok Shop. Penelitian kuantitatif ini menggunakan metode purposive sampling dengan jumlah responden sebanyak 217 orang berusia 18–24 tahun di DKI Jakarta yang pernah membeli produk tersebut. Pengumpulan data dilakukan secara online melalui Google Forms menggunakan skala Likert. Analisis data dilakukan dengan bantuan SPSS 30 dan AMOS 26 menggunakan teknik Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa dari enam hipotesis yang diajukan, tiga di antaranya diterima. Terdapat pengaruh positif dan signifikan antara influencer marketing terhadap purchase decision, influencer marketing terhadap purchase intention, serta purchase intention terhadap purchase decision. Temuan ini mengindikasikan bahwa strategi pemasaran melalui influencer di TikTok efektif dalam membentuk minat beli dan keputusan pembelian konsumen terhadap produk Jennskin Deodorant.
References
Anggraini, Fera, and Mirzam Arqy Ahmadi. “Pengaruh Influencer Marketing Terhadap Keputusan Pembelian Produk Kecantikan Di Kalangan Generasi Z : Literature Review.” Journal of Management and Creative Business 3, no. 1 (November 29, 2025): 62–73. https://doi.org/10.30640/JMCBUS.V3I1.3450.
Aryandika, Ardiaz Ajie, and Fathimah Kurniawati. “Anteseden Nilai Merek Berbasis Kreasi Bersama Dalam Perdagangan Pada Media Sosial.” Prosiding Seminar Nasional Forum Manajemen Indonesia - e-ISSN 3026-4499 1 (November 17, 2023): 148–61. https://doi.org/10.47747/SNFMI.V1I.1495.
Azzahra, Annisa, and Bonifasius MH Nainggolan. “Pengaruh Media Sosial, E-Wom, Citra Merek, Kualitas Pelayanan Terhadap Kepuasan Pelanggan Di R Hotel Rancamaya.” Sinomika Journal 1 (2022). https://www.publish.ojs-indonesia.com/index.php/SINOMIKA/article/view/288/259.
Darmawan, Aldi Taufik, and Mulyo Budi Setiawan. “Pengaruh Influencer Marketing, Electronic Word of Mouth Dan Social Media Marketing Terhadap Keputusan Pembelian.” Jesya (Jurnal Ekonomi Dan Ekonomi Syariah) 7, no. 1 (January 1, 2024): 778–89. https://doi.org/10.36778/JESYA.V7I1.1412.
Dewi, Ketut, Kurnia Sari, and Osa Omar Sharif. “Pengaruh E-WOM Di Media Sosial YouTube Terhadap Purchase Intention (Minat Beli) Pada Brand Smartphone Samsung.” E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, September 29, 2021, 737–50. https://doi.org/10.24843/EEB.2021.V10.I09.P02.
Fitriyatunnisa, Ade, Asep Supriadi, and Lutfi Lutfi. “Pengaruh Brand Image Terhadap Purchase Decision Di Mediasi Word of Mouth Dan Quality Product Sebagai Moderasi.” Journal of Economic, Bussines and Accounting (COSTING) 7, no. 6 (December 29, 2024): 715–33. https://doi.org/10.31539/COSTING.V7I6.14105.
Ginting, Samuel Tenang Ukur Ardianta, Thomat L.P Shimbing, and Heni Erfita Saragih. “The Influence of Product Quality and Promotion on Purchase Decision in Givethanks Printing in Medan.” Jurnal Apresiasi Ekonomi 11, no. 1 (January 16, 2023): 190–99. https://doi.org/10.31846/JAE.V11I1.599.
Hair, Joseph F, Wiliiam C Black, Barry J Babin, and Rolph E Anderson. “Multivariate Data Analysis. Pearson Education Limited,” 2022. https://books.google.co.id/books?id=VvXZnQEACAAJ.
Haro, Andrian, Dinawati Oktaviana, Anugrah Trimulia Dewi, Wan Anisa, and Akmaluddin Suangkupon. “The Influence of Brand Image and Service Quality towards Purchase Intention and Its Impact on the Purchase Decision of Samsung Smartphone.” KnE Social Sciences, March 23, 2020. https://doi.org/10.18502/KSS.V4I6.6609.
Hasbi, Jamal, Mohamad Rizan, and Rahmi Rahmi. “Pengaruh E-WOM Dan Endorses Terhadap Purchase Intention Melalui Brand Image Pada Produk Gadget Gaming.” Indonesian Journal of Economy, Business, Entrepreneurship and Finance 3, no. 2 (August 8, 2023): 323–35. https://doi.org/10.53067/IJEBEF.V3I2.108.
Honeybill, Rebecca. “TikTok Shop Statistics: 2025 Data Analysis.” Root Digital, 2025. https://rootdigital.co.uk/blog/tiktok-shop-statistics/.
Liana, Vega, and Nuriaslamni Nuriaslami. “Pengaruh Media Pemasaran, Brand Image Dan Customer Trust Terhadap Purchase Decision Polis Asuransi.” Jurnal Ilmu Ekonomi Dan Bisnis Islam - JIEBI 3 (2021). https://www.neliti.com/publications/555475/pengaruh-media-pemasaran-brand-image-dan-customer-trust-terhadap-purchase-decisi.
Mandas, Timothy Miracle Luka. “Analisis Yuridis Terhadap Penguasaan Pasar Oleh E-Commerce TikTok Shop Ditinjau Dari Undang-Undang Persaingan Usaha.” LEX PRIVATUM 14, no. 3 (September 23, 2024). https://ejournal.unsrat.ac.id/v3/index.php/lexprivatum/article/view/58364.
Nikmah, Vina Ulpatun, and Reniza Helenan Putri. “Pengaruh Brand Image, Brand Trust, Dan Iklan Di Sosial Media Terhadap Keputusan Pembeli Konsumen Pada Produk Wardah : (Studi Kasus Pada Mahasiswa Di Bandar Lampung).” Jurnal Ekonomi Efektif 6, no. 4 (July 31, 2024): 557–64. https://doi.org/10.32493/JEE.V6I4.42002.
Ningsih, Kurnia Setyo Widiyah, and Bambang Sutedjo. “Pengaruh Customer Value Dan Customer Experience Terhadap Purchase Intention Dan Terhadap Customer Satisfaction.” Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) 8, no. 1 (January 13, 2024): 339–52. https://doi.org/10.31955/MEA.V8I1.3680.
Novianti, Novianti, and Asron Saputra. “Pengaruh Kualitas Produk, Minat Beli Dan Perilaku Konsumen Terhadap Keputusan Pembelian Di Minimarket Victoria Tiban.” ECo-Buss 6, no. 1 (August 10, 2023): 66–78. https://doi.org/10.32877/EB.V6I1.656.
Nurcahyani, Anggi Dewi, Della Fitri Ramadhani, Dika Ratu Anisa, Mukhsy Sabiq I, Nayla Nurul Azkiya, and Ahmad Wahyu. “Pengaruh Influencer Terhadap Gaya Hidup MAsyarakat Indonesia.” Jurnal Perubahan Ekonomi 8, no. 2 (February 29, 2024). https://jurnalhost.com/index.php/jpe/article/view/706.
Parinussa, Romaryo, Andrie Ch Salhuteru, Victor R Pattipeilohy, Administrasi Niaga, and Politeknik Negeri Ambon. “Pengaruh Harga Terhadap Minat Beli Minyak Goreng Camar Pada Minimarket Indomaret Cabang Diponegoro Kota Ambon.” Jurnal Administrasi Terapan 3, no. 1 (March 31, 2024): 27–35. https://doi.org/10.31959/JAT.V3I1.2289.
Qirana, Ayu, Ryna Parlyna, and Basrah Saidani. “Pengaruh Electronic Word-of-Mouth Terhadap Niat Beli Pada E-Commerce Dengan Kepercayaan Sebagai Intervening.” Jurnal Bisnis, Manajemen, Dan Keuangan 2, no. 2 (2021): 470–83. https://journal.unj.ac.id/unj/index.php/jbmk/article/view/30113.
Safitri, Ina, and Ali Mauludi. “Pengaruh Brand Image, Brand Trust, Harga Dan Kualitas Produk Terhadap Loyalitas Konsumen Produk Emina Cosmetics Pada Mahasiswi Fakultas Ekonomi Dan Bisnis Islam UIN Satu Tulungagung Angkatan Tahun 2018.” Juremi: Jurnal Riset Ekonomi 2, no. 3 (October 30, 2022): 305–20. https://doi.org/10.53625/JUREMI.V2I3.3398.
Sari, Annissa Ganda, and Ajeng Aquinia. “Pengaruh Influencer Marketing Dan Online Customer Review Terhadap Purchase Intention.” Jesya (Jurnal Ekonomi Dan Ekonomi Syariah) 7, no. 2 (July 1, 2024): 1353–63. https://doi.org/10.36778/JESYA.V7I2.1532.
Tavakol, Mohsen, and Reg Dennick. “Making Sense of Cronbach’s Alpha.” International Journal of Medical Education 2 (June 27, 2022): 53–55. https://doi.org/10.5116/IJME.4DFB.8DFD.
Yanti, Meyyfa Nuri, Muhammad Andi Sadat, and Dewi Agustin Pratama Sari. “Pengaruh Brand Ambassador, Brand Image, Dan Product Quality Terhadap Purchase Decision Produk Body Care Di Jabodetabek.” Jurnal Bisnis, Manajemen, Dan Keuangan 4, no. 1 (May 3, 2023): 98–113. https://doi.org/10.21009/JBMK.0401.08.
Yuliantoro, Yohanes Edo, Henny Welsa, and Agus Dwi Cahya. “Pengaruh Brand Image Dan Digital Marketing Terhadap Purchase Intention Melalui Loyalitas Pelanggan Sebagai Variabel Mediasi.” JURNAL MANAJEMEN PENDIDIKAN DAN ILMU SOSIAL 5, no. 4 (July 12, 2024): 1286–95. https://doi.org/10.38035/JMPIS.V5I4.2416.
Zahra, Astika Febianti Viorencia. “Analisis Influencer Marketing, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Skincare Skintific Kota Surabaya.” Repositori STIAMAK Barunawati Surabaya, 2024. http://repositori.stiamak.ac.id/id/eprint/580/.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 JURNAL RUMPUN MANAJEMEN DAN EKONOMI
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
