Thazkiya Firly Wicaksono, . (2025) BLIND BUYING PARFUM LOKAL: Analisis Online Review, Influencer, dan Perceived Risk terhadap Purchase Intention. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze how digital information cues drive blind buying of local perfume among Generation Z consumers in Jabodetabek who shop via Shopee and TikTok Shop. Drawing on the Stimulus-Organism-Response framework, this research examines the influence of online customer reviews and influencer credibility as stimuli, as well as perceived risk as an internal evaluation factor, on purchase intention. The results show that online customer reviews and influencer credibility have a positive and significant effect on purchase intention, while perceived risk does not have a significant negative effect. These findings indicate that strong social proof helps reduce uncertainty in blind buying decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 2210111229] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1 : Princhita Nabila Maram Pahlawan] [Ketua Penguji : Maria Assumpta Wikantari] |
| Uncontrolled Keywords: | Blind Buying, Local Parfume, Online Customer Review, Influencer Credibility, Perceived Risk, Purchase intention. |
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | THAZKIYA FIRLY WICAKSONO |
| Date Deposited: | 04 May 2026 10:53 |
| Last Modified: | 04 May 2026 10:53 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41865 |
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