Faktor-Faktor yang Memengaruhi Niat dan Keputusan Pembelian secara Online Produk Cushion Skintific di Tiktok Shop
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Abstract
Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang memengaruhi niat dan keputusan pembelian online produk cushion Skintific di TikTok Shop. Menggunakan metode kuantitatif, data dikumpulkan melalui kuesioner online dari 255 responden yang memenuhi kriteria, dianalisis dengan Structural Equation Model (SEM) menggunakan SPSS dan AMOS. Hasil penelitian menunjukkan bahwa virtual try-on technology, electronic word of mouth (e-WOM), dan viral marketing berpengaruh positif dan signifikan terhadap niat dan keputusan pembelian online. Selain itu, niat pembelian online juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Temuan ini menegaskan peran penting virtual try-on, e-WOM, dan viral marketing dalam meningkatkan minat dan keputusan pembelian produk cushion Skintific di TikTok Shop.
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