Wandana, Aprisna Diki Wisnu (2024) Pengembangan Information Adoption Model untuk Peningkatan Purchase Intention Perusahaan Kecantikan pada E-WOM Media Sosial menggunakan Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks: Peningkatan luar biasa pengguna internet, khususnya media sosial di Indonesia, telah mendukung pertumbuhan cepat industri kecantikan. Beragam produk kecantikan yang tersedia memungkinkan konsumen memilih sesuai preferensi pelanggan dan cenderung menjadi setia pada produk tertentu, dengan variasi produk yang melimpah memiliki dampak signifikan pada niat beli konsumen. Agar dapat mempertahankan keunggulan kompetitif, bisnis di industri kecantikan perlu merancang strategi penjualan yang inovatif dan kreatif untuk memenangkan persaingan pasar yang terus berkembang.
Permasalahan: Dalam konteks perkembangan e-WOM (electronic Word of Mouth) yang semakin diperbincangkan, permasalahan seputar ulasan produk kecantikan oleh konsumen di media sosial semakin menjadi sorotan. Kurangnya informasi yang disajikan menyebabkan kebingungan saat membeli dan menggunakan produk kecantikan, serta maraknya ulasan palsu hasil manipulasi yang makin bertebaran mengakibatkan pelanggan kesulitan untuk benar-benar mengadopsi informasi tersebut.
Tujuan: Penelitian Tugas Akhir ini bertujuan untuk mengembangkan model faktor yang memengaruhi information adoption untuk menyusun rekomendasi peningkatan purchase intention pada e-WOM melalui media sosial menggunakan structural equation modeling.
Data dan Metode: Metode penelitian yang digunakan adalah Structural Equation Modeling (SEM) di mana pengumpulan data dilakukan dengan cara menyebarkan kuesioner online kepada responden berusia antara 18-50 tahun, berdomisili di Pulau Jawa, menggunakan media sosial, serta pernah membeli produk kecantikan, dengan responden sebanyak 272 orang untuk kemudian dilakukan uji pre-processing data, uji asumsi klasik, uji Confirmatory Factor Analysis (CFA), dan uji kesesuaian model.
Hasil: Hasil penelitian ini mengungkapkan bahwa terdapat 9 hipotesis yang menunjukkan hubungan negatif dan tidak signifikan antar variabel yang diuji, serta terdapat 5 hipotesis yang menunjukkan hubungan positif dan signifikan antar variabel yang diuji. Di antara variabel-variabel yang diteliti, terdapat 3 variabel yang memberikan dampak signifikan pada model penelitian ini, yaitu attitude towards information, information usefulness, dan information adoption.
Nilai tambah/Manfaat: Penelitian ini dapat menjadi referensi bagi penelitian selanjutnya mengenai faktor-faktor e-WOM (electronic Word of Mouth) melalui media sosial yang dapat memengaruhi niat pembelian, serta dapat memberikan rekomendasi kepada perusahaan dalam meningkatkan efektivitas pemasaran produk melalui media sosial guna meningkatkan penjualan.
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Context: The remarkable increase in internet users, particularly on social media platforms in Indonesia, has facilitated the rapid growth of the beauty industry. A variety of available beauty products allows consumers to choose according to their preferences, leading them to develop loyalty to specific products. The abundant product variations have a significant impact on consumer purchasing intentions. In order to maintain a competitive edge, businesses in the beauty industry need to devise innovative and creative sales strategies to succeed in the continually evolving market competition.
Problem: In the context of the increasingly discussed development of electronic Word of Mouth (e-WOM), issues surrounding consumer reviews of beauty products on social media are coming under more scrutiny. Many customers appear to be perplexed as the information available on social media platforms is not always comprehensive, potentially affecting the purchasing intentions of customers. Concerns regarding information quality, information quantity, information credibility, and attitude towards information, with some reviews indicating that users still feel confused when buying and using beauty products. The limitations of available information usefulness often make it challenging for customers to truly adopt such information.
Objectives: This Final Project aims to develop a model of factors influencing information adoption to formulate recommendations for enhancing purchase intention on e-WOM through social media, employing structural equation modeling.
Methods: The research method employed is Structural Equation Modeling (SEM). Data collection was conducted by distributing online questionnaires to respondents aged between 18 and 50 years, residing on Java Island, using social media, and who have previously purchased beauty products. A total of 272 respondents participated. The collected data were then subjected to pre-processing tests, classical assumption tests, Confirmatory Factor Analysis (CFA), and model fit tests.
Result: The results of this study reveal that there are 9 hypotheses indicating negative and insignificant relationships between the variables tested, and 5 hypotheses indicating positive and significant relationships between the variables tested. Among the variables studied, 3 variables have a significant impact on this research model, namely attitude towards information, information usefulness, and information adoption.
Benefits: This study can serve as a reference for further research on the factors of electronic Word of Mouth (e-WOM) through social media that can influence purchase intentions. Additionally, it can provide recommendations to companies on enhancing the effectiveness of product marketing through social media to boost sales.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Electronic Word of Mouth, Information Adoption, Produk Kecantikan, Purchase Intention, Structural Equation Modeling, Beauty Products |
| Subjects: | Q Science > QA Mathematics > QA278.3 Structural equation modeling. |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Aprisna Diki Wisnu Wandana |
| Date Deposited: | 30 Jul 2024 04:51 |
| Last Modified: | 30 Jul 2024 04:51 |
| URI: | http://repository.its.ac.id/id/eprint/109359 |
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