| dc.contributor.advisor | Zulbainarni, Nimmi | |
| dc.contributor.advisor | Nuraisyah, Ani | |
| dc.contributor.author | Cantika, Nanda | |
| dc.date.accessioned | 2024-08-21T08:54:58Z | |
| dc.date.available | 2024-08-21T08:54:58Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/158119 | |
| dc.description.abstract | Perkembangan bisnis skin care dan media sosial menuntut kreativitas dan inovasi dalam pengembangan serta pemasaran produk agar tetap relevan dengan tren dan kebutuhan pasar. Penelitian ini bertujuan menganalisis pengaruh influencer media sosial Tiktok dan gaya hidup terhadap keputusan pembelian produk skin care pada generasi Z di Jabodetabek, melibatkan 180 responden menggunakan metode non-probability sampling dan voluntary sampling dengan penyebaran kuesioner online. Data diolah dengan analisis deskriptif dan SEM-PLS. Hasil penelitian menunjukkan influencer berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan kriteria influencer yang disukai meliputi jujur, cara penyampaian unik, pengalaman, dan penampilan menarik. Gaya hidup responden yang aktif di media sosial, menyukai konten kecantikan, dan memiliki aktivitas luar ruangan yang tinggi juga berpengaruh positif dan signifikan. Perusahaan skin care dapat mengoptimalkan produk dengan kandungan UV filter, memperbanyak konten kecantikan di Tiktok, dan memproduksi produk yang cocok untuk masa transisi dari remaja ke dewasa.
Kata kunci: SEM-PLS, Jabodetabek, keputusan pembelian, skin care, influencer | |
| dc.description.abstract | The development of skin care and social media business demands creativity and innovation in product development and marketing to stay relevant to market trends and needs. The study aims to analyze the influence of social media influencers Tiktok and lifestyle on the decision to buy skin care products in the Z generation in Jabodetabek, involving 180 respondents using non-probability sampling methods and voluntary samplings with the distribution of online questionnaires. The data was processed with descriptive analysis and SEM-PLS. The results showed that influencers had a positive and significant influence on purchasing decisions, with preferred influencer criteria including honesty, unique delivery methods, experience, and attractive appearance. The lifestyle of respondents who are active on social media, enjoy beauty content, and have high outdoor activity also had a positive and significant impact. Skin care companies can optimize products with UV filter content, multiply beauty content in Tiktok, and produce products that are suitable for the transition from adolescence to adulthood. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Influencer Media Sosial Tiktok dan Gaya hidup terhadap Keputusan Pembelian Produk Skin care pada Generasi Z | id |
| dc.title.alternative | Social Media Influencer Influence of Tiktok and Lifestyle on Skin care Product Purchase Decisions on Generation Z | |
| dc.type | Skripsi | |
| dc.subject.keyword | SEM-PLS | id |
| dc.subject.keyword | Jabodetabek | id |
| dc.subject.keyword | purchase decisions | id |
| dc.subject.keyword | skin care | id |
| dc.subject.keyword | influencer | id |
