Analisis Pengaruh Electronic Word-of-Mouth di Media Sosial antara Generasi Z dan Milenial terhadap Purchase Intention Menggunakan PLS-SEM (Studi Kasus: Somethinc)

Fitriyah, Syahrotul (2025) Analisis Pengaruh Electronic Word-of-Mouth di Media Sosial antara Generasi Z dan Milenial terhadap Purchase Intention Menggunakan PLS-SEM (Studi Kasus: Somethinc). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

TikTok telah menjadi salah satu platform media sosial dengan pertumbuhan tercepat di Indonesia, dengan lebih dari 108 juta pengguna aktif usia 18 tahun ke atas pada awal 2025. Di tengah pesatnya perkembangan industri kecantikan yang semakin kompetitif, merek lokal seperti Somethinc memanfaatkan TikTok sebagai media penyebaran konten electronic Word-of-Mouth (eWOM), khususnya untuk menjangkau Generasi Z dan Milenial sebagai target pasar utama. Sebagian besar penelitian sebelumnya masih terbatas dalam mengkaji eWOM di TikTok secara komprehensif, khususnya yang mempertimbangkan peran variabel brand equity dan perbedaan perilaku antar generasi. Oleh karena itu, diperlukan penelitian lebih lanjut untuk mengkaji bagaimana Generasi Z dan Milenial merespons konten eWOM, serta bagaimana perbedaan tersebut memengaruhi niat beli terhadap produk kecantikan seperti Somethinc. Penelitian ini bertujuan untuk menganalisis pengaruh eWOM terhadap niat beli (purchase intention) konsumen terhadap produk Somethinc di TikTok, mengeksplorasi perbedaan pengaruh antar generasi, yaitu Milenial dan Generasi Z, serta mengembangkan model Information Adoption Model (IAM) dengan menambahkan variabel Brand Equity yang terdiri dari Brand Awareness dan Brand Association. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Data diperoleh melalui penyebaran kuesioner daring kepada 393 responden aktif pengguna TikTok (131 Milenial dan 262 Generasi Z). Analisis dilakukan menggunakan perangkat lunak SmartPLS 4 untuk menguji hubungan antar variabel serta perbedaan antar kelompok. Temuan menunjukkan bahwa Information Quality dan Information Quantity berpengaruh signifikan terhadap Information Usefulness pada kedua generasi, sementara Information Credibility hanya signifikan pada Generasi Z. Information Usefulness memengaruhi Information Adoption, tetapi hanya Generasi Z yang menunjukkan hubungan signifikan antara Information Adoption dan Purchase Intention. Selain itu, Brand Awareness dan Brand Association berpengaruh positif terhadap Purchase Intention pada kedua generasi. Perbedaan pengaruh eWOM yang lebih kuat pada Generasi Z dibandingkan Milenial menegaskan perlunya pendekatan yang disesuaikan berdasarkan karakteristik generasi. Penelitian ini memberikan kontribusi teoritis dalam pengembangan model IAM melalui penambahan dimensi Brand Equity, serta kontribusi praktis berupa rekomendasi strategi pemasaran berbasis eWOM yang disesuaikan dengan karakteristik dan preferensi setiap generasi. Hasil ini juga dapat menjadi dasar bagi pengembangan strategi komunikasi digital yang lebih efektif di industri kecantikan.
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TikTok has emerged as one of the fastest-growing social media platforms in Indonesia, with over 108 million active users aged 18 and above as of early 2025. Amidst the rapid expansion of the increasingly competitive beauty industry, local brands such as Somethinc have leveraged TikTok as a medium for disseminating electronic Word-of-Mouth (eWOM) content, particularly to reach Generation Z and Millennials as their primary target markets. Previous studies have generally offered limited insights into the comprehensive role of eWOM on TikTok, particularly concerning the influence of brand equity and generational differences in user behavior. Therefore, further research is needed to examine how Generation Z and Millennials respond to eWOM content and how these differences influence purchase intention, especially in the beauty product context. This study aims to analyze the influence of eWOM on consumers’ purchase intention of Somethinc products on TikTok, explore generational differences between Millennials and Generation Z, and extend the Information Adoption Model (IAM) by incorporating Brand Equity variables, namely Brand Awareness and Brand Association. A quantitative approach was employed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Data were collected through an online questionnaire distributed to 393 active TikTok users (131 Millennials and 262 Generation Z). Data analysis was conducted using SmartPLS 4 to test relationships between variables and assess intergenerational differences. The results show that Information Quality and Information Quantity have significant effects on Information Usefulness for both generations, while Information Credibility is only significant for Generation Z. Information Usefulness significantly influences Information Adoption in both groups; however, only Generation Z shows a significant relationship between Information Adoption and Purchase Intention. Furthermore, both Brand Awareness and Brand Association positively affect Purchase Intention for both generational cohorts. The stronger influence of eWOM on Generation Z emphasizes the need for segmented marketing strategies tailored to generational characteristics. This research contributes theoretically by expanding the IAM framework through the inclusion of Brand Equity dimensions and practically by offering strategic marketing recommendations based on eWOM, tailored to the behavioral tendencies of each generation. These findings provide a foundation for developing more effective digital communication strategies in the beauty industry.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kata kunci: electronic Word-of-Mouth, TikTok, Purchase Intention, Brand Equity, Milenial, Generasi Z, Somethinc, Partial Least Square – Structural Equation Modeling (PLS-SEM) ============================================================================================================================================== Keywords: electronic Word-of-Mouth, TikTok, Purchase Intention, Brand Equity, Millennials, Generation Z, Somethinc, Partial Least Squares – Structural Equation Modeling (PLS-SEM)
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Syahrotul Fitriyah
Date Deposited:	28 Jul 2025 04:28
Last Modified:	28 Jul 2025 04:28
URI:	http://repository.its.ac.id/id/eprint/122543

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