Perkembangan produk farmasi termasuk kosmetik, telah menjadi kebutuhan penting dengan pertumbuhan industri yang pesat. Hal ini menyebabkan munculnya merek-merek baru di Indonesia termasuk Skintific, yang berhasil meraih popularitas tinggi melalui pemasaran digital di TikTok dan penjualan melalui TikTok Shop. Fitur konten foto dan video di TikTok mendorong fenomena berbagi ulasan produk yang mendukung strategi electronic Word-of-Mouth (e-WOM) melalui dimensi intensity, valence of opinion, dan content. Penelitian sebelumnya telah membuktikan bahwa e-WOM mampu memengaruhi keputusan pembelian konsumen produk kosmetik. Oleh karena itu, penelitian ini bertujuan menganalisis lebih dalam pengaruh e-WOM di TikTok terhadap keputusan pembelian produk Skintific melalui ketiga dimensi tersebut.
Metode dalam penelitian ini adalah kuantitatif dengan desain deskriptif analitik dan rancangan cross-sectional. Variabel independen meliputi intensity, valence of opinion, dan content, sementara variabel dependen adalah keputusan pembelian. Data diperoleh dari 163 responden melalui instrumen kuesioner online dengan Google Form. Penyebaran kuesioner dilakukan melalui berbagai media sosial seperti TikTok, X, Instagram, dll. Analisis data dilakukan menggunakan statistik deskriptif dan regresi linier berganda menggunakan Microsoft Excel 365 dan IBM SPSS Statistics 26.
Hasil penelitian menunjukkan bahwa ketiga dimensi e-WOM (intensity, valence of opinion, dan contentdan content) di TikTok memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk Skintific, dengan koefisien regresi masing-masing sebesar 0,359; 0,258; dan 0,258. Secara bersama-sama, ketiganya memberikan pengaruh sebesar 33,8% terhadap keputusan pembelian, dengan dimensi intensity menjadi dimensi paling berpengaruh karena mencerminkan aktivitas langsung pengguna, seperti pencarian informasi, interaksi, dan membaca ulasan, yang meningkatkan perhatian dan eksposur terhadap produk. Berdasarkan hasil penelitian, Skintific disarankan untuk mempertahankan dan mengoptimalkan strategi pemasaran di TikTok melalui kolaborasi dengan Key Opinion Leader (KOL). Kolaborasi ini dapat meningkatkan ketiga dimensi e-WOM secara menyeluruh, sehingga akan memperkuat pengaruh terhadap keputusan pembelian konsumen.
The development of pharmaceutical products, including cosmetics, has become an important necessity with rapid industry growth. This has led to the launch of new brands in Indonesia including Skintific, which has achieved high popularity through digital marketing on TikTok and sales through TikTok Shop. The photo and video content features on TikTok encourage the phenomenon of sharing product reviews that support electronic Word-of-Mouth (e-WOM) strategies through the dimensions of intensity, valence of opinion, and content. Previous research has proven that e-WOM is able to influence consumer purchasing decisions for cosmetic products. Therefore, this study aims to further analyze the effect of e-WOM on TikTok on purchasing decisions for Skintific products through these three dimensions.
The method in this study is quantitative with descriptive analytic design and cross-sectional design. Independent variables include intensity, valence of opinion, and content, while the dependent variable is the purchase decision. Data was obtained from 163 respondents through an online questionnaire instrument with Google Form. The questionnaire was distributed through various social media such as TikTok, X, Instagram, etc. Data analysis was conducted using descriptive statistics and multiple linear regression using Microsoft Excel 365 and IBM SPSS Statistics 26.
The results showed that the three dimensions of e-WOM (intensity, valence of opinion, and content) on TikTok have a positive and significant influence on purchasing decisions for Skintific products, with regression coefficients of 0.359; 0.258; and 0.258, respectively. Together, the three dimensions have a 33.8% influence on purchasing decisions, with the intensity dimension being the most influential dimension because it reflects users' direct activities, such as information search, interaction, and reading reviews, which increase attention and exposure to the product. Based on the research results, Skintific is advised to maintain and optimize marketing strategies on TikTok through collaboration with Key Opinion Leaders (KOL). This collaboration can improve the three dimensions of e-WOM as a whole, so that it will strengthen the influence on consumer purchasing decisions.
Kata Kunci : Electronic Word-of-Mouth (e-WOM), Keputusan Pembelian, TikTok, Skintific
