Pengaruh Social Media Marketing dan Ewom Terhadap Keputusan Pembelian Skincare Lokal Generasi Z dengan Niat Beli dan Brand Trust sebagai Mediasi

Amanah, Afifah Devani (2026) Pengaruh Social Media Marketing dan Ewom Terhadap Keputusan Pembelian Skincare Lokal Generasi Z dengan Niat Beli dan Brand Trust sebagai Mediasi. Masters thesis, Institute Teknologi Sepuluh Nopember.

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Abstract

Industri skincare di Indonesia mengalami pertumbuhan pesat dengan proyeksi peningkatan nilai sebesar 5,35 persen per tahun hingga 2024. Generasi Z sebagai digital native menjadi target pasar strategis dengan kontribusi sebesar 43,5 persen terhadap total konsumsi produk kecantikan. Peningkatan jumlah pelaku usaha kosmetik dari 913 pada tahun 2022 menjadi 1.010 pada tahun 2023, serta kenaikan pangsa pasar brand lokal sebesar 21,9 persen, menunjukkan tingginya intensitas persaingan. Di sisi lain, keputusan pembelian Generasi Z sangat dipengaruhi oleh aktivitas media sosial, khususnya TikTok, serta rekomendasi konsumen lain melalui electronic word of mouth (eWOM). Penelitian ini bertujuan menganalisis pengaruh Social Media Marketing dan eWOM terhadap keputusan pembelian produk skincare lokal pada Generasi Z dengan niat beli dan brand trust sebagai variabel mediasi dalam kerangka Stimulus–Organism–Response (S-O-R). Penelitian ini menggunakan pendekatan kuantitatif dengan desain conclusive descriptive cross-sectional. Data dikumpulkan melalui kuesioner daring terhadap 200 responden Generasi Z (usia 18–30 tahun) yang aktif menggunakan TikTok dan pernah membeli produk skincare lokal dalam enam bulan terakhir. Analisis data dilakukan menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh positif signifikan terhadap niat beli, brand trust, dan keputusan pembelian. Electronic Word of Mouth juga berpengaruh positif signifikan terhadap niat beli, brand trust, dan keputusan pembelian dengan pengaruh terkuat terhadap brand trust. Niat beli dan brand trust berpengaruh positif signifikan terhadap keputusan pembelian. Niat beli memediasi secara parsial pengaruh Social Media Marketing terhadap keputusan pembelian, namun tidak memediasi pengaruh eWOM. Sebaliknya, brand trust terbukti menjadi mediator terkuat, khususnya pada hubungan eWOM terhadap keputusan pembelian. Temuan utama penelitian ini menunjukkan bahwa pada kategori produk berisiko tinggi seperti skincare, eWOM bekerja terutama melalui pembentukan kepercayaan merek (cognitive organism), bukan melalui pembentukan niat beli secara langsung (affective organism). Penelitian ini berkontribusi secara teoretis dengan memvalidasi kerangka S-O-R dan mekanisme mediasi ganda, serta secara praktis memberikan implikasi bagi brand skincare lokal untuk memprioritaskan pengelolaan eWOM dan strategi pemasaran media sosial berbasis kepercayaan guna meningkatkan keputusan pembelian Generasi Z.
Kata kunci: Social Media Marketing, Electronic Word of Mouth, Brand Trust, Niat Beli, Keputusan Pembelian, Skincare Lokal, Generasi Z, S-O-R, PLS-SEM
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The Indonesian skincare industry is experiencing rapid growth, with a projected annual increase of 5.35 percent until 2024. Generation Z, as digital natives, represents a strategic market segment, contributing 43.5 percent of total beauty product consumption. The increase in cosmetic businesses from 913 in 2022 to 1,010 in 2023 and the rise in local brand market share by 21.9 percent indicate intense competition. At the same time, Generation Z purchase decisions are strongly influenced by social media, particularly TikTok, and peer recommendations through electronic word of mouth (eWOM). This study aims to examine the influence of Social Media Marketing and eWOM on local skincare purchase decisions among Generation Z, with purchase intention and brand trust as mediating variables within the Stimulus–Organism–Response (S-O-R) framework. A quantitative approach with a conclusive descriptive cross-sectional design was employed. Data were collected through online questionnaires from 200 Generation Z respondents (aged 18–30) who actively use TikTok and had purchased local skincare products within the past six months. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that Social Media Marketing has a positive and significant effect on purchase intention, brand trust, and purchase decision. Electronic Word of Mouth also has a positive and significant effect on purchase intention, brand trust, and purchase decision, with the strongest effect on brand trust. Purchase intention and brand trust significantly influence purchase decision. Purchase intention partially mediates the effect of Social Media Marketing on purchase decision but does not mediate the effect of eWOM. In contrast, brand trust emerges as the strongest mediator, particularly in the relationship between eWOM and purchase decision. The key finding of this study is that for high-risk products such as skincare, eWOM primarily influences purchase decisions through a trust-building pathway (cognitive organism) rather than an intention-building pathway (affective organism). This study contributes theoretically by validating the S-O-R framework and dual mediation mechanisms and provides practical implications for local skincare brands to prioritize eWOM management and trust-based social media marketing strategies to enhance purchase decisions among Generation Z.
Keywords: Social Media Marketing, Electronic Word of Mouth, Brand Trust, Purchase Intention, Purchase Decision, Local Skincare, Generation Z, S-O-R Framework, PLS-SEM

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Social Media Marketing, Electronic Word of Mouth, Brand Trust, Niat Beli, Keputusan Pembelian, Skincare Lokal, Generasi Z, S-O-R, PLS-SEM
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Afifah Devani Amanah
Date Deposited:	29 Jan 2026 07:23
Last Modified:	29 Jan 2026 07:23
URI:	http://repository.its.ac.id/id/eprint/131115

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