Keputusan Pembelian Produk Kecantikan di TikTok Shop: Peran Perceived Value, E-WOM, dan Perceived Ease of Use bagi Generasi Z
DOI:
https://doi.org/10.36636/dialektika.v10i1.6462Kata Kunci:
perceived value, e-wom, perceived ease of use, keputusan pembelian, generasi zAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Value, E-WOM (Electronic Word of Mouth), dan Perceived Ease of Use terhadap keputusan pembelian produk kecantikan di TikTok Shop, khususnya di kalangan Generasi Z di Makassar. Menggunakan metode kuantitatif dengan pendekatan deskriptif dan survey, data dikumpulkan melalui kuesioner dari 105 responden, yakni pengguna TikTok di Makassar yang telah berbelanja produk kecantikan. Hasil penelitian menunjukkan bahwa ketiga faktor ini memiliki pengaruh positif yang signifikan terhadap keputusan pembelian. Perceived Value yang tinggi mendorong pembelian karena konsumen merasa produk tersebut sesuai dengan harga. E-WOM, yang berasal dari rekomendasi pengguna lain, meningkatkan kepercayaan dan minat beli. Sementara itu, Perceived Ease of Use, yang mencakup kemudahan dalam bertransaksi, meningkatkan kenyamanan konsumen dalam berbelanja. Secara keseluruhan, ketiga faktor ini saling mendukung dalam menciptakan pengalaman belanja yang positif dan mempengaruhi keputusan pembelian produk kecantikan di TikTok Shop.
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Hak Cipta (c) 2025 Nur Fadilah Ayu Sandira, Indri Iswardhani, A. Reski Almaida dg Macenning, Nulthazam Sarah, Sri Astuti Nasir
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