Pengaruh e-WOM dan Brand Image di Media Sosial TikTok terhadap Keputusan Pembelian Produk Skincare Somethinc

Abstract

Industri kecantikan berkembang pesat dengan peran media sosial sebagai sarana promosi dan referensi pembelian. TikTok mendorong penyebaran ulasan konsumen yang membentuk persepsi merek dan memengaruhi keputusan pembelian produk skincare. Penelitian ini bertujuan untuk menganalisis pengaruh e-WOM dan brand image di media sosial TikTok terhadap keputusan pembelian produk skincare Somethinc. Data primer diperoleh dari 211 responden melalui pengisian kuesioner secara daring dengan teknik penarikan sampel non-probability sampling dan metode purposive sampling. Analisis dilakukan menggunakan Structural Equation Modelling (SEM) dengan pendekatan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa e-WOM dan brand image berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, e-WOM juga berpengaruh positif dan signifikan terhadap brand image. Upaya yang dapat dilakukan perusahaan adalah mengelola e-WOM secara strategis, memperkuat brand image, dan memanfaatkan influencer marketing untuk mendorong keputusan pembelian.

The beauty industry has grown rapidly, with social media playing a key role as a platform for promotion and purchase reference. TikTok facilitates the spread of consumer reviews, which shape brand perception and influence purchasing decisions for skincare products. This study aims to analyze the influence of electronic word of mouth (e-WOM) and brand image on purchasing decisions of Somethinc skincare products through the TikTok platform. Primary data were obtained from 211 respondents through an online questionnaire using a non-probability sampling technique and purposive sampling method. The analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The results show that both e-WOM and brand image have a positive and significant influence on purchasing decisions. In addition, e-WOM also has a positive and significant effect on brand image. Companies are advised to manage e- WOM strategically, strengthen brand image, and utilize influencer marketing to drive purchasing decisions.