PENGARUH ELECTRONIC WORD OF MOUTH DALAM ONLINE REVIEW DI MEDIA SOSIAL TIK TOK @THEORIGINOTE TERHADAP KEPUTUSAN PEMBELIAN HYALUCERA MOISTURIZER (Survei Pada Followers Tik Tok @Theoriginote)

Ajeng Berlina, . (2025) PENGARUH ELECTRONIC WORD OF MOUTH DALAM ONLINE REVIEW DI MEDIA SOSIAL TIK TOK @THEORIGINOTE TERHADAP KEPUTUSAN PEMBELIAN HYALUCERA MOISTURIZER (Survei Pada Followers Tik Tok @Theoriginote). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Hyalucera Moisturizer from The Originote has managed to become one of the leading brands in the skincare industry. This achievement is evidenced by the receipt of the 2023 Brand Choice Award. Currently, one of the social media platforms that is trending among the public is Tik Tok and this opens up the potential for the skincare brand The Originote to use Tik Tok as a medium to spread electronic word of mouth and expand the reach of its consumers. This study aims to determine the influence and influence of electronic word of mouth on Tik Tok social media on the decision to buy Hyalucera Moisturizer using Social Influence theory. This study uses an explanatory quantitative method with a purposive sampling technique and uses data analysis techniques such as Pearson Product Moment correlation test, linear regression test, determination coefficient test and hypothesis test using t-test. The data testing technique was carried out with the SPSS 25 program.The results of the study showed that the electronic word of mouth in online reviews had a positive and significant influence on the purchase decision of Hyalucera Moisturizer. The results of this study show that the correlation of variable X to Variable Y has a very strong relationship with a correlation value of 0.870. The results of the determination coefficient showed that the influence of Electronic Word of Mouth in online reviews was 75.5% and the rest was influenced by other factors outside the study. Then the results of the hypothesis test showed that Ho was rejected and Ha was accepted, which indicates that there is a significant influence of electronic word of mouth in online reviews on the purchase decision of Hyalucera Moisturizer The Originote skincare product.

Item Type: Thesis (Skripsi)
Additional Information: [No Panggil: 2010411248] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Lusia Handayani] [Penguji 2: Putrawan Yuliandri]
Uncontrolled Keywords: Electronic word of mouth, Hyalucera Moisturaizer, Purchase Decision, Social Media.
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: AJENG BERLINA
Date Deposited: 13 Feb 2025 06:53
Last Modified: 13 Feb 2025 06:53
URI: http://repository.upnvj.ac.id/id/eprint/34354

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