Pengaruh Social Media Marketing dan Influencer Credibility terhadap Keputusan Pembelian Produk OMG di Platform TikTok
DOI:
https://doi.org/10.63822/eqfva967Keywords:
Social Media Marketing, Influencer Credibility, Keputusan Pembelian, Tiktok Shop, PLS-SEMAbstract
Pertumbuhan TikTok Shop di Indonesia mendorong merek kosmetik lokal seperti OMG memanfaatkan social media marketing dan influencer marketing untuk menjangkau konsumen muda. Namun, masih terdapat kesenjangan antara engagement digital dan keputusan pembelian aktual. Penelitian ini bertujuan menganalisis pengaruh social media marketing dan influencer credibility terhadap keputusan pembelian produk OMG di TikTok. Penelitian menggunakan pendekatan kuantitatif dengan purposive sampling terhadap 30 mahasiswa Universitas Muhammadiyah Indonesia yang pernah membeli produk OMG melalui TikTok Shop. Data dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian (koefisien 0,627; T-statistics 3,526; p = 0,000), sedangkan influencer credibility tidak berpengaruh signifikan (koefisien 0,093; T-statistics 0,428; p = 0,669). Kedua variabel menjelaskan 49,5% variasi keputusan pembelian (R² = 0,495). Temuan ini menunjukkan bahwa konten media sosial lebih dominan dibandingkan kredibilitas influencer dalam mendorong keputusan pembelian Generasi Z terhadap kosmetik lokal OMG di TikTok.
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