Pengaruh Influencer Credibility dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian Produk Cover Glow Perfect Pink Cushion Skintific pada Generasi Z dan Milenial Pengguna TikTok Shop di Jakarta
DOI:
https://doi.org/10.63822/gjjrg462Keywords:
Influencer Credibility; E-WOM; Purchasing Decision; TikTok Shop; Skintific.Abstract
The development of TikTok as a social media and digital commerce platform provides consumers with easy access to product information through Influencer content, comments, and reviews from other users. This condition makes Influencer Credibility and Electronic Word of Mouth (E-WOM) relevant to be examined in relation to purchasing decisions for beauty products through TikTok Shop. This study aims to analyze the influence of Influencer Credibility and Electronic Word of Mouth (E-WOM) on purchasing decisions for Skintific Cover Glow Perfect Pink Cushion among Generation Z and Millennials who use TikTok Shop in Jakarta. This study employed a quantitative approach using a survey method by distributing questionnaires to 100 respondents who met the research criteria. The data were processed using SPSS version 26, with data analysis including validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results showed that Influencer Credibility had a positive and significant effect on purchasing decisions. Electronic Word of Mouth (E-WOM) also had a positive and significant effect on purchasing decisions. The simultaneous test results indicated that Influencer Credibility and E-WOM jointly had a significant effect on purchasing decisions. These findings indicate that higher Influencer Credibility and more positive information obtained through electronic media can increase consumers’ tendency to purchase Skintific Cover Glow Perfect Pink Cushion through TikTok Shop.
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Copyright (c) 2026 Anjelika Marselina, Wiwik Widiyanti, Herlin Widasiwi (Author)
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