Pengaruh Konten Rating & Review Nano-Micro Influencer dalam Keputusan Pembelian Skincare SKIN1004 pada Generasi Z Pengguna TikTok

Yehezkiel, Valeriana Jenny (2026) Pengaruh Konten Rating & Review Nano-Micro Influencer dalam Keputusan Pembelian Skincare SKIN1004 pada Generasi Z Pengguna TikTok. S1 thesis, Universitas Kristen Indonesia.

	Text (Hal_Judul_Daftar_Isi_Abstrak) HalJudulDaftarIsiAbstrak.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (BAB_I) BABI.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (BAB_II) BABII.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (330kB)
	Text (BAB_III) BABIII.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (931kB)
	Text (BAB_IV) BABIV.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (493kB)
	Text (DAFTAR_PUSTAKA) DAFTARPUSTAKA.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (623kB)
	Text (LAMPIRAN) LAMPIRAN.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

Penelitian ini bertujuan menganalisis pengaruh konten rating dan review yang dibuat oleh nano-micro influencer di TikTok terhadap keputusan pembelian produk skincare SKIN1004 pada Generasi Z. Metode yang digunakan adalah survei kuantitatif dengan sampel 125 responden yang dipilih menggunakan purposive sampling berdasarkan kriteria penggunaan TikTok dan pengalaman melihat konten review SKIN1004. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan uji validitas, reliabilitas, serta regresi linear sederhana. Hasil penelitian menunjukkan bahwa konten rating dan review nano-micro influencer memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Nilai koefisien determinasi (R²) sebesar 0,603 menunjukkan bahwa 60,3% variasi keputusan pembelian dapat dijelaskan oleh variabel konten rating dan review, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian. Temuan ini menegaskan bahwa konten yang informatif, jujur, dan autentik dari nano-micro influencer mampu meningkatkan minat dan keyakinan Generasi Z dalam membeli produk skincare. Penelitian ini memberikan implikasi praktis bagi strategi pemasaran digital, khususnya bagi brand skincare seperti SKIN1004, untuk memanfaatkan nano-micro influencer sebagai sarana promosi yang efektif dan terpercaya. Kata Kunci: Generasi Z; nano-micro influencer; keputusan pembelian; konten rating dan review; TikTok / This study aims to analyze the effect of rating and review content created by nano-micro influencers on TikTok on the purchase decision of SKIN1004 skincare products among Generation Z. A quantitative survey method was employed with a sample of 125 respondents selected using purposive sampling based on TikTok usage and exposure to SKIN1004 review content. Data were collected via online questionnaires and analyzed using validity and reliability tests as well as simple linear regression. The results indicate that rating and review content by nano-micro influencers has a positive and significant effect on purchase decisions. The coefficient of determination (R²) of 0.603 shows that 60.3% of the variation in purchase decisions can be explained by the influencer content, while the remaining 39.7% is influenced by factors outside the research model. These findings confirm that informative, honest, and authentic content from nano-micro influencers effectively enhances Generation Z’s interest and confidence in purchasing skincare products. The study provides practical implications for digital marketing strategies, particularly for skincare brands like SKIN1004, to leverage nano-micro influencers as an effective and credible promotional channel. Keywords: nano-micro influencer; Generation Z; purchase decision; rating and review content; TikTok

Actions (login required)

View Item