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The Effect of Skintific Product Endorser Competence On Tiktok Social Media Towards Purchasing Decisions for Skincare Products UNJ Communication Science Students
Nabillah Huwwaida
Abstract
Media plays an important role in conveying information and influencing people's behavior, especially in the context of business and politics. With technological advances, social media such as TikTok has become a significant platform for product promotion, including in the beauty sector. This study aims to analyze the effect of Skintific product endorser competence on TikTok on purchasing decisions for skincare products among Communication Science students at Universitas Negeri Jakarta (UNJ). Through a quantitative approach, this study uses a purposive sampling method with 30 respondents who actively use TikTok and are exposed to Skintific product promotional content. The main focus of the research is to identify how much influence endorser competence has on purchasing decisions and the factors that are most influential in the process. The results are expected to provide insight into the effectiveness of endorsements on social media and their contribution to consumer behavior. Using statistical analysis, this study will test the proposed hypothesis, namely whether there is a significant effect of endorser competence on purchasing decisions. The findings of this study are expected to contribute to marketing strategies in the digital era as well as enrich the literature on the role of social media in consumer decision making.
Keywords
Skintific Skincare
References
Anggraini, F., & Ahmadi, M. A. (2024). Pengaruh Influencer Marketing terhadap Keputusan Pembelian Produk Kecantikan di Kalangan Generasi Z: Literature Review. Journal of Management and Creative Business, 3, 62-73.
Azizah, F. (2021). Influencer Pelaku Endorsement Berdasarkan Undang-Undang Nomor 8 Tahun 1999 Tentang Perlindungan Konsumen. Al Qodiri: Jurnal Pendidikan, Sosial Dan Keagamaan Terakreditasi, 18(3).
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4. m
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Lola Yasinta, K., & Nainggolan, R. (2023). Pengaruh Influencer Marketing Terhadap Keputusan Pembelian Somethinc di Surabaya Dimediasi Oleh Brand Image. Jurnal Manajemen dan Start-Up Bisnis, 8.
Nasution, M. Z. (2017). Komunikasi Pemasaran. Medan: USU Press.
Ni Nyoman Anjali Serunii, S. M. S., & Nyoman Indah Kusuma Dewi, N. (2024). Pengaruh Influencer Marketing Terhadap Minat Pembelian Produk Kecantikan Brand Azarine pada Generasi Z: Studi Kasus Kabupaten Badung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi), 8.
Nurhalim, A. D. (2022). Faktor yang Mempengaruhi Keputusan Pembelian pada Generasi Z dan Generasi Milenial di Indonesia terhadap Zara. Jurnal Bina Manajemen, 10(2), 26-41.
P, H. (2023). Penggunaan Media Sosial TikTok Sebagai Media Promosi Pemasaran Dalam Bisnis Online. Jurnal Minfo Polgan, 12.
Prasetyo, D. (2021). Transformasi Bisnis di Era Digital: Dampak Media Sosial Terhadap Ekonomi Modern.
Sulistianti, R. A., & Sugiarta, N. (2022). Konstruksi Sosial Konsumen Online Shop di Media Sosial TikTok (Studi Fenomenologi Tentang Konstruksi Sosial Konsumen Generasi Z pada Online Shop Smilegoddess di Media Sosial TikTok). Jurnal Ilmu Sosial dan Pendidikan (JISIP, 6).
DOI: https://doi.org/10.24967/jprdc.v3i1.3682
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Nabillah HuwwaidaAbstract
Media plays an important role in conveying information and influencing people's behavior, especially in the context of business and politics. With technological advances, social media such as TikTok has become a significant platform for product promotion, including in the beauty sector. This study aims to analyze the effect of Skintific product endorser competence on TikTok on purchasing decisions for skincare products among Communication Science students at Universitas Negeri Jakarta (UNJ). Through a quantitative approach, this study uses a purposive sampling method with 30 respondents who actively use TikTok and are exposed to Skintific product promotional content. The main focus of the research is to identify how much influence endorser competence has on purchasing decisions and the factors that are most influential in the process. The results are expected to provide insight into the effectiveness of endorsements on social media and their contribution to consumer behavior. Using statistical analysis, this study will test the proposed hypothesis, namely whether there is a significant effect of endorser competence on purchasing decisions. The findings of this study are expected to contribute to marketing strategies in the digital era as well as enrich the literature on the role of social media in consumer decision making.
Keywords
References
Anggraini, F., & Ahmadi, M. A. (2024). Pengaruh Influencer Marketing terhadap Keputusan Pembelian Produk Kecantikan di Kalangan Generasi Z: Literature Review. Journal of Management and Creative Business, 3, 62-73.
Azizah, F. (2021). Influencer Pelaku Endorsement Berdasarkan Undang-Undang Nomor 8 Tahun 1999 Tentang Perlindungan Konsumen. Al Qodiri: Jurnal Pendidikan, Sosial Dan Keagamaan Terakreditasi, 18(3).
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4. m
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Lola Yasinta, K., & Nainggolan, R. (2023). Pengaruh Influencer Marketing Terhadap Keputusan Pembelian Somethinc di Surabaya Dimediasi Oleh Brand Image. Jurnal Manajemen dan Start-Up Bisnis, 8.
Nasution, M. Z. (2017). Komunikasi Pemasaran. Medan: USU Press.
Ni Nyoman Anjali Serunii, S. M. S., & Nyoman Indah Kusuma Dewi, N. (2024). Pengaruh Influencer Marketing Terhadap Minat Pembelian Produk Kecantikan Brand Azarine pada Generasi Z: Studi Kasus Kabupaten Badung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi), 8.
Nurhalim, A. D. (2022). Faktor yang Mempengaruhi Keputusan Pembelian pada Generasi Z dan Generasi Milenial di Indonesia terhadap Zara. Jurnal Bina Manajemen, 10(2), 26-41.
P, H. (2023). Penggunaan Media Sosial TikTok Sebagai Media Promosi Pemasaran Dalam Bisnis Online. Jurnal Minfo Polgan, 12.
Prasetyo, D. (2021). Transformasi Bisnis di Era Digital: Dampak Media Sosial Terhadap Ekonomi Modern.
Sulistianti, R. A., & Sugiarta, N. (2022). Konstruksi Sosial Konsumen Online Shop di Media Sosial TikTok (Studi Fenomenologi Tentang Konstruksi Sosial Konsumen Generasi Z pada Online Shop Smilegoddess di Media Sosial TikTok). Jurnal Ilmu Sosial dan Pendidikan (JISIP, 6).
Journal of Public Relations and Digital Communication (JPRDC) is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License