Pengaruh Video Review Content Creator Tentang Makanan Viral Terhadap Tindakan Pembelian

Asteya, Putu Candhrika (2026) Pengaruh Video Review Content Creator Tentang Makanan Viral Terhadap Tindakan Pembelian. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh video review content creator tentang makanan viral terhadap Tindakan pembelian. Fenomena kuliner Blok M yang melonjak drastis didorong oleh masifnya konten visual di TikTok, namun efektivitas platform ini terhadap tindakan pembelian riil masih perlu diuji secara empiris. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei. Data dikumpulkan melalui penyebaran kuesioner kepada 120 responden yang merupakan konsumen makanan viral di Blok M dan aktif menggunakan TikTok. Teknik pengambilan sampel menggunakan purposive sampling. Analisis data dilakukan menggunakan analisis regresi linear sederhana yang didahului oleh uji asumsi klasik, meliputi uji normalitas, linearitas, dan heteroskedastisitas. Variabel E-WOM diukur melalui indikator intensitas, konten, dan keahlian content creator, sedangkan variabel keputusan pembelian diukur melalui kemantapan produk, kebiasaan membeli, dan rekomendasi ulang. Hasil penelitian menunjukkan bahwa E-WOM melalui video review TikTok berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini mengindikasikan bahwa semakin kredibel, informatif, dan persuasif video review yang disajikan oleh content creator, maka semakin besar kecenderungan konsumen untuk melakukan keputusan pembelian. Implikasi dari penelitian ini menyarankan bagi para pelaku usaha kuliner di Blok M untuk mengoptimalkan kolaborasi bersama content creator sebagai strategi pemasaran digital yang efektif. Kata Kunci: Content Creator, Electronic Word of Mouth, Makanan Viral, TikTok, Tindakan Pembelian / This study aims to analyze the influence of video reviews by likTok content creators as a form of Electronic Word of Mouth (E-WOM) on consumer purchase decisions regarding viral food in the Blok M area South Jakarta. The recent surge in Hok M's culinary phenomenon has been heavily driven by the massive preserice of visual content on Tik Tok; however, the actual effectiveness of this platform in driving real purchasing behavior sull requires empirical texting This study employs a quantitative method with a survey approach. Data were gathered by distributing questionnaires to 120 respondents who are consumers of viral food in Illok M and active Tik Tok users. The sampling technique utilized was purposive sampling Data analysis was conducted using simple linear regression analysis, preceded by classical assumption tests, including normality, losearity, and heteroskedasticity tests. The E-WOM variable was measured through indicators of intensity, content and content creator expertise, while the purchase decision variable was assessed through product certainty, buying habits, and repurchase recommendations. The results indicate that E-WOM through TikTok video reviews has a positive and Keywords: Content Creator, Electronic Word of Mouth, Purchasing Decision, Tiktok, Viral Food

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