Analisis Motivasi Pembelan Produk Skincare melalui Fitur TikTok Shop (Studi pada Gen Z Pengguna Glad2Glow di Desa Bojong Nangka)

Dioni, Talita (2025) Analisis Motivasi Pembelan Produk Skincare melalui Fitur TikTok Shop (Studi pada Gen Z Pengguna Glad2Glow di Desa Bojong Nangka). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menganalisis motivasi Gen Z di Desa Bojong Nangka dalam membeli produk Glad2Glow melalui fitur TikTok Shop. Penelitian ini menggunakan Teori Motivasi Hierarki Kebutuhan Malow dan model AIDA untuk memahami proses pengambilan keputusan pembelian. Metode dalam penelitian ini adalah kualitatif, dengan teknik pengumpulan data berupa wawancara mendalam terhadap lima narasumber yang mewakili karakteristik Gen Z. Data Informan yang diperoleh kemudian dianalisis, yang memungkinkan peneliti untuk mengidentifikasi pola-pola dan tema yang muncul dari respons narasumber. Penelitian ini menganalisis motivasi pembelian produk skincare melalui fitur TikTok Shop pada Gen Z pengguna Glad2Glow di Desa Bojong Nangka. Hasil penelitian menunjukkan bahwa pengalaman konsumen dipengaruhi oleh masalah kulit yang berdampak pada kepercayaan diri mereka. Aksesibilitas melalui TikTok Shop memudahkan konsumen di daerah terbatas untuk mendapatkan produk yang dibutuhkan, sementara manfaat produk G2G dan fitur interaktif TikTok Shop meningkatkan motivasi pembelian. Melalui enam aspek, penelitian ini mengungkap bahwa konsumen tertarik pada kemasan menarik, interaksi live, informasi dari influencer, serta peluang diskon. Temuan menunjukkan penggunaan opsi paylater untuk mengatasi keterbatasan finansial dan program afiliasi yang efektif dalam meningkatkan keuntungan belanja. Secara keseluruhan, penelitian ini menekankan pentingnya memahami perilaku konsumen di era digital dan potensi TikTok Shop sebagai sarana efektif untuk menjangkau Gen Z dalam perawatan kulit. / Kata Kunci : Gen Z, TikTok Shop, Motivasi Pembelian This study aims to analyze the motivation of Gen Z in Bojong Nangka Village in buying Glad2Glow products through the TikTok Shop feature. This research uses Malow's Hierarchy of Needs Motivation Theory and the AIDA model to understand the purchasing decision-making process. The method in this research is qualitative, with data collection techniques in the form of in-depth interviews with five informants who represent Gen Z characteristics. Informant data obtained was then analyzed, which allowed the researcher to identify patterns and themes that emerged from the interviewees' responses. This research analyzes the motivation to purchase skincare products through the TikTok Shop feature on Gen Z Glad2Glow users in Bojong Nangka Village. The results show that consumers' experiences are influenced by skin problems that impact their self-confidence. Accessibility through TikTok Shop makes it easier for consumers in restricted areas to get the products they need, while the G2G product benefits and interactive features of TikTok Shop increase purchase motivation. Through six aspects, this research reveals that consumers are attracted to attractive packaging, live interaction, information from influencers, and discount opportunities. Findings suggest the use of paylater options to overcome financial limitations and affiliate programs are effective in increasing shopping profits. Overall, this research highlights the importance of understanding consumer behavior in the digital age and the potential of TikTok Shop as an effective means to reach Gen Z in skincare. Keywords: Gen Z, Tiktok Shop, Purchase Motivation

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