Peran Gaya Hidup Berbelanja, Influencer Marketing, Ulasan Online dalam Keputusan Pembelian dan Loyalitas Gen Z di Marketplace Tiktok Shop
Main Article Content
Abstract
Penelitian ini bertujuan untuk mengidentifikasi, menguji, dan menganalisis faktor-faktor yang memengaruhi tingkat keputusan pembelian dan loyalitas pelanggan Generasi Z di DKI Jakarta dalam menggunakan e-commerce TikTok Shop. Latar belakang penelitian ini adalah pesatnya pertumbuhan e-commerce di Indonesia, khususnya di kalangan Generasi Z yang mendominasi sebagai pengguna aktif media sosial dan e-commerce di era digital saat ini. TikTok Shop merupakan salah satu platform e-commerce berbasis media sosial. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM). Sampel penelitian terdiri dari 250 responden yang merupakan pengguna aktif TikTok Shop di wilayah DKI Jakarta dan termasuk dalam kategori Generasi Z. Data penelitian dikumpulkan melalui kuesioner online yang disebarkan melalui Google Form, kemudian dianalisis menggunakan perangkat lunak SPSS 29 dan AMOS. Hasil penelitian menunjukkan bahwa variabel gaya hidup berbelanja, pemasaran influencer, dan ulasan pelanggan online memiliki pengaruh positif dan langsung terhadap keputusan pembelian dan loyalitas pelanggan. Namun, variabel keputusan pembelian tidak memiliki pengaruh langsung dan signifikan terhadap loyalitas pelanggan.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Agesti, N., Mohammad, Ridwan, S., & Budiarti, E. (2021). The effect of viral marketing, online customer review, price perception, trust on purchase decisions with lifestyle as intervening variables in the marketplace Shopee in Surabaya City. International Journal of Multicultural and Multireligious Understanding, 8(2), 496–507. https://doi.org/10.18415/ijmmu.v8i3.2526
Al Chalabi, & Turan. (2023). Analisis keputusan pembelian dan loyalitas pelanggan terhadap voucher gratis ongkos kirim e-commerce Shopee Indonesia. Jurnal Ilmu Manajemen Terapan, 4(5), 678–685.
Anggoro Wilis, R., & Faik, A. (2022). Effect of digital marketing, influencer marketing and online customer review on purchase decision: A case study of cake shop “Lu’miere.” Petra International Journal of Business Studies, 5(2), 155–162. https://doi.org/10.9744/ijbs.5.2.155-162
Azzahrotu Ajmal, H., Nuranisa Susanto, C., Kafabi, A., & Rahmadi, R. (2024). The influence of shopping lifestyle and promotion of Nivea skincare products on consumer buying interest through TikTok Shop. Return: Study of Management, Economic and Business, 3(5), 223–241. https://doi.org/10.57096/return.v3i5.227
Baldangombo, U., & Gantulga, U. (2023). Consumer shopping lifestyle analysis on buying decisions. European Journal of Business and Management, 15(8). https://doi.org/10.7176/EJBM/15-8-01
Barusman, A. R. P., & Suwandi, F. (2020). The impact of lifestyle, social media marketing, and influencer marketing on purchase decision for ayam geprek culinary business. International Journal of Psychosocial Rehabilitation, 24(9). https://doi.org/10.37200/IJPR/V24I9/PR290317
Bayu Baskoro, B., Susanto, I., Khomsah, S., Informatika, P., Sains Data, P., Teknologi Telkom Purwokerto Jl Panjaitan, I. DI, & Tengah, J. (2021). Analisis sentimen pelanggan hotel di Purwokerto menggunakan metode Random Forest dan TF-IDF (Studi kasus: Ulasan pelanggan pada situs Tripadvisor). Journal of Informatics Information System Software Engineering and Applications (INISTA), 3(2), 21–29. https://doi.org/10.20895/INISTA.V3
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186–195. https://doi.org/10.1016/j.jbusres.2021.03.067
Beno, J., Silen, A., & Yanti, M. (2022). No title. Brazilian Dental Journal, 33(1), 1–12.
Bigne, E., Chatzipanagiotou, K., & Ruiz, C. (2020). Pictorial content, sequence of conflicting online reviews and consumer decision-making: The stimulus-organism-response model revisited. Journal of Business Research, 115, 403–416. https://doi.org/10.1016/j.jbusres.2019.11.031
Cahyamulia, G. (2022). The influence of price, location, product quality and lifestyle on customer loyalty of UD Sumber Hasil Sidoarjo. Journal of Marketing and Business Research, 2(1), 11–22. https://doi.org/10.56348/mark.v2i1.44
Daga, R., & Andi Jenni Indriakati. (2022). Religiosity, social and psychological factors on purchase decisions and consumer loyalty. Jurnal Manajemen, 26(3), 469–491. https://doi.org/10.24912/jm.v26i3.941
Damar Samintullah. (2022). Pengaruh gaya hidup, lingkungan fisik, dan persepsi harga terhadap loyalitas pelanggan Lottemart. Tabsyir: Jurnal Dakwah dan Sosial Humaniora, 3(4), 89–103. https://doi.org/10.59059/tabsyir.v3i4.16
Dewi Irana Sari, & Hasyim Hasyim. (2022). Pengaruh brand ambassador dan kualitas pelayanan melalui keputusan pembelian terhadap loyalitas pelanggan pada aplikasi Shopee. Jurnal Mahasiswa Manajemen dan Akuntansi, 1(2), 06–20. https://doi.org/10.30640/jumma45.v1i2.294
Dwi Setiana, N., & Tjahjaningsih, E. (2024). The influence of content marketing, influencer marketing, online customer reviews on satisfaction and its impact on TikTok consumer loyalty (Study on Semarang city students). Management Studies and Entrepreneurship Journal, 5(1), 1509–1517.
Elizar, C., Indrawati, R., & Syah, T. Y. R. (2020). Service quality, customer satisfaction, customer trust, and customer loyalty in service of paediatric polyclinic over private H hospital of East Jakarta, Indonesia. Journal of Multidisciplinary Academic, 4(2), 105–111.
Eneng Wiliana, & Nining Purwaningsih. (2022). Pengaruh digital marketing dan influencer terhadap keputusan pembelian produk UMKM kuliner di Kota Tangerang di masa COVID-19. MAMEN: Jurnal Manajemen, 1(3), 242–251. https://doi.org/10.55123/mamen.v1i3.641
Evania, S., Listiana, E., Wendy, Rosnani, T., & Fahruna, Y. (2023). The effect of influencer marketing and content marketing on customer engagement and purchase decisions on followers. Asian Journal of Economics, Business and Accounting, 23(2), 12–20. https://doi.org/10.9734/ajeba/2023/v23i2917
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Mediation analysis. In Partial least squares structural equation modeling (PLS-SEM) using R (pp. 139–153). Springer. https://doi.org/10.1007/978-3-030-80519-7_7
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Hanaysha, J. R., Al Shaikh, M. E., & Alzoubi, H. M. (2021). Importance of marketing mix elements in determining consumer purchase decision in the retail market. International Journal of Service Science, Management, Engineering, and Technology, 12(6), 56–72. https://doi.org/10.4018/IJSSMET.2021110104
Istiqomah, D. A., & Azzahra, F. (2023). Pengaruh e-service quality, customer trust dan online customer review terhadap customer loyalty pengguna aplikasi Shopee. JMBPreneur, 4(1), 8–16.
Kamisa, N., Putri, A. D., & Novita, D. (2022). Pengaruh online customer review dan online customer rating terhadap kepercayaan konsumen (Studi kasus: Pengguna Shopee di Bandar Lampung). Journals of Economics and Business.
Yusup, A., & Mulyandi, M. R. (2022). Pengaruh customer satisfaction dan customer trust terhadap customer loyalty pada Rumah Sakit X di Gading Serpong Tangerang. Jurnal Manajemen dan Ekonomi Kreatif, 1(1), 01–15. https://doi.org/10.59024/jumek.v1i1.24