Pengaruh Influencer Marketing terhadap Keputusan Pembelian Skincare dengan E-WOM sebagai Variabel Moderator di TikTok LIVE

Andreas Fernandes Silaban

doi:10.31316/jk.v8i2.7278

Authors

Andreas Fernandes Silaban Universitas Negeri Medan

DOI:

https://doi.org/10.31316/jk.v8i2.7278

Abstract

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing terhadap keputusan pembelian skincare dengan eWOM (electronic word of mouth) sebagai variabel moderator pada platform TikTok LIVE di kalangan mahasiswa Prodi Bisnis Digital Universitas Negeri Medan. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data berupa kuesioner. Sampel penelitian ini terdiri dari 77 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui software SmartPLS 4. Hasil penelitian menunjukkan bahwa influencer marketing berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien sebesar 0.319, nilai T-statistic sebesar 3 dan P-value sebesar 0.003. Selain itu, electronic word of mouth juga terbukti mampu memoderasi pengaruh influencer marketing terhadap keputusan pembelian dengan nilai koefisien sebesar 0.432, nilai T-statistic sebesar 2.801 dan P-value sebesar 0.005. Temuan ini menunjukkan pentingnya peran electronic word of mouth dalam memperkuat efektivitas strategi influencer marketing dalam meningkatkan keputusan pembelian konsumen.

Keywords: Influencer Marketing, Electronic Word of Mouth, Keputusan Pembelian, TikTok LIVE

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