Faktor–Faktor yang Mempengaruhi Minat Membeli Pelanggan Produk Kosmetik MO di Jakarta
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Abstract
Penelitian ini bertujuan untuk mengkaji dan menganalisis pengaruh sosial media tiktok, dukungan selebriti dan citra merek terhadap merek terhadap minat membeli. Populasi penelitian melibatkan individu yang belum mengenal dan belum menggunakan produk MO di Jakarta. Metode yang digunakan adalah deskriptif kuantitatif, dengan pengumpulan data dari 244 responden. Namun, hanya 220 data yang memenuhi kriteria, karena 24 responden tidak sesuai dengan syarat, seperti usia minimal 17 tahun dan belum mengetahui serta belum menggunakan produk terkait. Pengambilan sampel dilakukan dengan pendekatan non-probability sampling melalui metode purposive sampling, dan data dikumpulkan secara daring melalui kuesioner Google Form. Analisis data dilakukan menggunakan aplikasi SmartPLS 4.1 dengan model Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil analisis menunjukkan bahwa sosial media tiktok, dukungan selebritit, serta citra merek memiliki pengaruh positif dan signifikan terhadap minat membeli. Selain memberikan kontribusi akademis, penelitian ini diharapkan bermanfaat bagi perusahaan MO atau perusahaan lain untuk meningkatkan minat membeli konsumen melalui variabel-variabel yang dibahas. Penelitian ini juga diharapkan mampu mengisi kesenjangan empiris dari penelitian sebelumnya.
This study aims to examine and analyze the influence of tiktok social media, celebrity endorsement and brand image on brands on purchase intention. The research population involves individuals who do not know and have not used MO products in Jakarta. The method used is descriptive quantitative, with data collection from 244 respondents. However, only 220 data met the criteria, as 24 respondents did not meet the requirements, such as a minimum age of 17 years and not knowing and not using related products. Sampling was conducted using a non-probability sampling approach through a purposive sampling method, and data was collected online through a Google Form questionnaire. Data analysis was carried out using the SmartPLS 4.1 application with the Partial Least Square Structural Equation Modeling (PLS-SEM) model. The results of the analysis show that tiktok social media, celebrity endorsement, and brand image have a positive and significant influence on purchase intention. In addition to making an academic contribution, this research is expected to be useful for MO companies or other companies to increase consumer buying interest through the variables discussed. This study aims to analyze the influence of TikTok social media, celebrity endorsement, and brand image on purchase intention. This study uses a quantitative descriptive method with the following variables.
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