PENGARUH KREDIBILITAS SUMBER DAN KUALITAS KONTEN INFLUENCER DOKTER DETEKTIF TERHADAP MINAT BELI PRODUK SKINCARE DI TIKTOK SHOP

Annisa Larasati, . (2026) PENGARUH KREDIBILITAS SUMBER DAN KUALITAS KONTEN INFLUENCER DOKTER DETEKTIF TERHADAP MINAT BELI PRODUK SKINCARE DI TIKTOK SHOP. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the influence of source credibility and content quality of the influencer Dokter Detektif (@dokterdetektif) on purchase intention for skincare products on the TikTok Shop platform. Utilizing a quantitative approach with an explanatory research design, this study is grounded in the Uses and Gratifications Theory framework. Primary data were collected through an online questionnaire distributed via purposive sampling to 400 active TikTok users aged 18–24 who have an interest in skincare. The data analysis techniques included instrument testing, classical assumption testing, and multiple linear regression analysis. The results indicate that source credibility and content quality, both partially and simultaneously, have a positive and significant effect on purchase intention for skincare products on TikTok Shop. These findings suggest that the transparency of scientific education and the accuracy of information presented by influencers can effectively enhance consumer trust and transactional drive. Practically, this study provides strategic implications for marketing practitioners and beauty brands to prioritize collaborations built on integrity, objectivity, and educational depth to optimize influencer marketing strategies in digital e-commerce.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2110411192] [Pembimbing: Gustiana Sabarina] [Penguji 1: Drina Intyaswati] [Penguji 2: Uljanatunnisa]
Uncontrolled Keywords: Source Credibility, Content Quality, Purchase Intention, TikTok Shop, Skincare
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: ANNISA LARASATI
Date Deposited: 01 Sep 2026 06:45
Last Modified: 01 Sep 2026 06:45
URI: http://repository.upnvj.ac.id/id/eprint/53834

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