PERSEPSI MAHASISWA TERHADAP REVIEW INFLUENCER TIKTOK, BRAND IMAGE, DAN PERILAKU PEMBELIAN PRODUK SKINTIFIC
DOI:
https://doi.org/10.33998/jumanage.2026.5.2.2968Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh review influencer TikTok dan brand image terhadap perilaku pembelian produk Skintific pada mahasiswa. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap mahasiswa sebagai responden. Data dikumpulkan melalui penyebaran kuesioner dan dianalisis menggunakan teknik analisis statistik untuk menguji hubungan antarvariabel. Hasil penelitian menunjukkan bahwa review influencer TikTok berpengaruh positif terhadap perilaku pembelian produk Skintific. Selain itu, brand image juga memberikan pengaruh positif dan signifikan terhadap perilaku pembelian. Secara simultan, kedua variabel tersebut mampu menjelaskan perilaku pembelian mahasiswa terhadap produk Skintific. Temuan ini menunjukkan bahwa strategi pemasaran melalui influencer TikTok yang didukung oleh citra merek yang baik dapat meningkatkan minat dan keputusan pembelian konsumen. Penelitian ini diharapkan dapat menjadi masukan bagi perusahaan dalam merancang strategi pemasaran digital yang lebih efektif.
Unduhan
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