Pengaruh Persepsi Konten Soft Selling di TikTok pada Niat Beli konsumen Gen Z terhadap Produk Fast-Moving Consumer Goods (FMCG): Pendekatan Stimulus-Organism-Response

Annisa Mayza Jasmine, Widya Paramita, S.E., M.Sc., Ph.D.

2026 | Skripsi | MANAJEMEN

Perkembangan TikTok sebagai media komunikasi pemasaran mendorong penggunaan pendekatan soft selling yang menyampaikan pesan pemasaran secara lebih halus dan menyatu dengan konten organik. Penelitian ini bertujuan menganalisis pengaruh Persepsi Konsumen Mengenai Konten Soft Selling terhadap Sikap terhadap Konten, pengaruh Sikap terhadap Konten terhadap Niat Beli produk Fast-Moving Consumer Goods (FMCG), serta peran Sikap terhadap Konten sebagai mediator. Penelitian menggunakan pendekatan kuantitatif dengan desain cross-sectional dan melibatkan 285 responden Generasi Z berusia 17–29 tahun yang berdomisili di Indonesia, aktif menggunakan TikTok, dan pernah melihat atau berinteraksi dengan konten FMCG di TikTok. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa Persepsi Konsumen Mengenai Konten Soft Selling berpengaruh positif dan signifikan terhadap Sikap terhadap Konten (? = 0,711), sedangkan Sikap terhadap Konten berpengaruh positif dan signifikan terhadap Niat Beli (? = 0,350). Sikap terhadap Konten juga terbukti memediasi hubungan tersebut melalui efek tidak langsung sebesar 0,249, sementara efek langsung sebesar 0,304 tetap signifikan, sehingga mediasi bersifat komplementer. Dalam konstruk soft selling, dimensi Perasaan memberikan kontribusi terbesar, diikuti dimensi Citra dan Keimplisitan.

The development of TikTok as a marketing communication platform has encouraged the use of soft selling, which delivers marketing messages more subtly and integrates them with organic content. This study aims to examine the effect of Consumer Perception of Soft-Selling Content on Attitude toward Content, the effect of Attitude toward Content on Purchase Intention for Fast-Moving Consumer Goods (FMCG) products, and the mediating role of Attitude toward Content. This study employed a quantitative approach with a cross-sectional design involving 285 Generation Z respondents aged 17–29 years who resided in Indonesia, actively used TikTok, and had viewed or interacted with FMCG-related content on TikTok. Data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that Consumer Perception of Soft-Selling Content has a positive and significant effect on Attitude toward Content (? = 0.711), while Attitude toward Content has a positive and significant effect on Purchase Intention (? = 0.350). Attitude toward Content also mediates the relationship through an indirect effect of 0.249, while the direct effect of 0.304 remains significant, indicating complementary mediation. Within the soft-selling construct, the Feeling dimension provides the largest contribution, followed by the Image and Implicitness dimensions.

Kata Kunci : FMCG, Generasi Z, Niat Beli, Sikap terhadap Konten, Soft Selling, TikTok