Analisis Pengaruh Electronic Word-of-Mouth (E-WOM) pada Media Sosial TikTok terhadap Keputusan Pembelian Produk Skincare Berbahan Alami di Pulau Jawa

Milla Alya Mumtaza, Prof. Dr. apt. Dwi Endarti, M.Sc.

2026 | Skripsi | FARMASI

Industri kosmetik di Indonesia berkembang pesat seiring kemajuan teknologi digital yang mendorong pemanfaatan media sosial seperti TikTok sebagai sarana pemasaran melalui electronic Word-of-Mouth (e-WOM). Penelitian ini bertujuan menganalisis pengaruh dimensi e-WOM di TikTok, yaitu intensity, valence of opinion, dan content, terhadap keputusan pembelian skincare berbahan alami di Pulau Jawa. 

Penelitian kuantitatif dengan desain deskriptif analitik dan pendekatan cross-sectional ini melibatkan 133 responden yang memenuhi kriteria inklusi. Instrumen penelitian terdiri dari 18 item untuk variabel e-WOM dan 9 item untuk variabel keputusan pembelian yang telah dinyatakan valid dan reliabel. Data dianalisis menggunakan statistik deskriptif dan regresi linier berganda dengan bantuan Microsoft Excel 365 dan SPSS Statistics.

Hasil analisis menunjukkan bahwa intensity (? = 0,583; p < 0>valence of opinion (? = 0,362 ; p < 0>content (? = 0,378 ; p < 0 xss=removed>; p < 0 xss=removed>intensity (? terbesar = 0,583). Temuan ini menunjukkan bahwa optimalisasi konten dan interaksi pengguna di TikTok dapat memperkuat e-WOM dan meningkatkan keputusan pembelian skincare berbahan alami.

The cosmetics industry in Indonesia has experienced rapid growth alongside the advancement of digital technology, encouraging the use of social media platforms such as TikTok as a marketing tool through electronic Word-of-Mouth (e-WOM). This study aims to analyze the influence of e-WOM dimensions on TikTok namely intensity, valence of opinion, and content on purchasing decisions for natural ingredient skincare products in Java Island.

This quantitative research employed a descriptive-analytic design with a cross-sectional approach and involved 133 respondents who met the inclusion criteria. The research instrument consisted of 18 validated and reliable items measuring e-WOM variables and 9 validated and reliable items measuring purchasing decisions. Data were analyzed using descriptive statistics and multiple linear regression with the assistance of Microsoft Excel 365 and SPSS Statistics.

The results indicate that intensity (? = 0.583; p < 0 xss=removed xss=removed xss=removed xss=removed xss=removed>

Kata Kunci : Electronic Word-of-Mouth (e-WOM), Keputusan Pembelian, TikTok, Skincare Berbahan alami.