PENGARUH INFLUENCER MARKETING DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK FASHION THIS IS APRIL DI TIKTOK SHOP
DOI:
https://doi.org/10.61722/jemba.v3i1.2121Keywords:
Influencer Marketing; E-Service Quality; Purchase Decision; TikTok Shop; Social Commerce.Abstract
This study aims to analyze the influence of influencer marketing and e-service quality on purchasing decisions for This Is April fashion products on TikTok Shop. The rapid growth of social commerce based on short video content has changed consumer purchasing behavior, particularly among university students who are highly exposed to influencer content and digital services. This research employs a quantitative descriptive-verificative approach. The population consists of students of International Women University Bandung who have purchased This Is April products through TikTok Shop, with 126 respondents selected using the Slovin formula. Data were collected through structured questionnaires and analyzed using multiple linear regression. The results show that influencer marketing has a positive and significant effect on purchasing decisions, and e-service quality also has a positive and significant effect on purchasing decisions. Simultaneously, influencer marketing and e-service quality significantly influence purchasing decisions. These findings indicate that influencer credibility and high-quality digital services play a crucial role in strengthening consumer confidence and purchase decisions in social commerce environments.
Keywords: Influencer Marketing; E-Service Quality; Purchase Decision; TikTok Shop; Social Commerce.
Abstrak. Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing dan e-service quality terhadap keputusan pembelian produk fashion This Is April di TikTok Shop. Pesatnya perkembangan social commerce berbasis video pendek telah mengubah perilaku konsumen, khususnya mahasiswa yang sangat terpapar konten influencer dan layanan digital. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Populasi penelitian adalah mahasiswa International Women University Bandung yang pernah melakukan pembelian produk This Is April melalui TikTok Shop, dengan jumlah sampel sebanyak 126 responden yang ditentukan menggunakan rumus Slovin. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa influencer marketing berpengaruh positif dan signifikan terhadap keputusan pembelian, demikian pula e-service quality yang berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, influencer marketing dan e-service quality berpengaruh signifikan terhadap keputusan pembelian. Temuan ini menunjukkan bahwa kredibilitas influencer dan kualitas layanan digital yang baik berperan penting dalam memperkuat keyakinan dan keputusan pembelian konsumen pada platform social commerce.
Kata kunci: Influencer Marketing; E-Service Quality; Keputusan Pembelian; TikTok Shop; Social Commerce.
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