Pengaruh Review Beauty Influencer di TikTok dan Kualitas Produk Terhadap Keputusan Pembelian Produk Somethinc Calm Down Moisturizer di Kecamatan Kelapa Gading

Situmorang, Ester Septiani (2024) Pengaruh Review Beauty Influencer di TikTok dan Kualitas Produk Terhadap Keputusan Pembelian Produk Somethinc Calm Down Moisturizer di Kecamatan Kelapa Gading. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian kuantitatif ini bermaksud guna mengidentifikasi bagaimana Review Beauty Influencer di TikTok dan kualitas produk memengaruhi keputusan pembeli untuk Somethinc Calm Down Moisturizer di Kecamatan Kelapa Gading. Data dari penelitian ini berasal data primer yang disusun lewat metode purposive sampling; populasi penelitian ini yakni pengguna Somethinc Calm Down Moisturizer Pengambilan sampel, yang ditetapkan dengan rumus Taro Yamane. Pada penelitian ini, dua variabel independen yakni Review Beauty Influencer beserta Kualitas Produk sedangakan variabel dependen adalah Keputusan Pembelian. Uji validitas, uji F, uji asumsi klasik, uji reabilitas, uji t, juga koefisien determinasi (R2) adalah beberapa analisis yang dipergunakan pada penelitian ini. Temuan dari penelitian menunjukkan tingkat signifikan untuk variabel Review Beauty Influencer di TikTok (X1) sebesar 0,006 < 0,05 yang menandakan bahwasanya Review Beauty Influencer di TikTok secara parsial berpengaruh dan signifikan pada keputusan pembelian. Variabel evaluasi kualitas produk (X2) senilai 0,000 < 0,05, yang memperlihatkan bahwasanya evaluasi kualitas produk secara parsial berpengaruh serta signifikan pada keputusan pembelian. Nilai uji simultan diketahui sebesar 152,153 < 3,09 dan signifikan Koefisien determinasi yang disesuaikan R2 adalah 75,8%, dan variabel tambahan yang tidak dimasukkan pada penelitian ini memengaruhi bagian yang tersisa. Kata Kunci : Review Beauty Influencer di TikTok dan Kualitas Produk terhadap Keputusan Pembelian / This quantitative study seeks to examine how Beauty Influencer Reviews on TikTok and the quality of products affect purchasing decisions for the Somethinc Calm Down Moisturizer in the Kelapa Gading District. The data for this research were obtained from primary sources utilizng purposive sampling, with the population comprising users of Somethinc Calm Down Moisturizer. The sample size was ascertain using the Taro Yamane formula. The study focuses on two independent variables—Beauty Influencer Reviews and Product Quality—and one dependent variable, Purchase Decision. Various analytical methods were employed, including reliability tests, validity tests, classical assumption tests, t- tests, F-tests, and the coefficient of determination (R²) The research results show a significant level for the TikTok beauty influencer evaluation variable (X1) of 0.006 < 0.05, which indicates that the evaluation of TikTok beauty influencers partially and significantly influences purchasing decisions. The product quality evaluation variable (X2) is 0.000 <0.05, which indicates that product quality evaluation partially and significantly influences purchasing decisions. The simultaneous test value was found to be 152.153 < 3.09 and significant. The adjusted coefficient of determination R2 was 75.8%, and additional variables not included in this study influenced the remaining part. Keywords: Review of Beauty Influencers on TikTok and Product Quality on Purchasing Decisions

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