Pengaruh Popularitas dan Kredibilitas Influencer terhadap Keputusan Pembelian Produk Kosmetik di Kalangan Generasi Z pada Platform Tiktok
DOI:
https://doi.org/10.1234/bima.v4i2.15360Keywords:
Influencer, Generasi Z, Keputusan PembelianAbstract
Penggunaan influencer di media sosial, khususnya TikTok menjadi strategi pemasaran yang efektif dalam memengaruhi perilaku konsumen. Influencer, yang sering kali memiliki pengikut yang banyak dan setia, dapat memengaruhi keputusan pembelian konsumen melalui konten yang mereka sajikan. SEA MAKEUP secara aktif memanfaatkan strategi pemasaran melalui influencer di TikTok untuk meningkatkan visibilitas dan daya tarik produknya. ini bertujuan untuk menganalisis pengaruh popularitas dan kredibilitas influencer di TikTok terhadap keputusan pembelian produk kosmetik SEA MAKEUP oleh Generasi Z. Penelitian ini mengidentifikasi kontribusi konten influencer serta faktor lain yang memengaruhi keputusan pembelian di luar popularitas dan kredibilitas. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik survei melalui penyebaran kuesioner kepada 100 responden Generasi Z yang aktif menggunakan TikTok. Data dianalisis menggunakan regresi linear berganda dengan bantuan aplikasi SPSS versi 26. Hasil penelitian menunjukkan bahwa popularitas dan kredibilitas influencer berpengaruh signifikan terhadap keputusan pembelian, dengan kontribusi simultan sebesar 52,3%. Konten yang otentik dan informatif turut memperkuat pengaruh tersebut. Faktor lain seperti harga, tren, dan testimoni juga memengaruhi keputusan pembelian.
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