PENGARUH PROMOSI ONLINE, E-WOM  DAN CONSUMER TRUST TERHADAP MINAT BELI PRODUK GLAD2GLOW PADA MARKETPLACE TIKTOK DI KALANGAN GEN Z

Ines Monica; Siti Komariah Hildayanti; Fauziah Afriyani

doi:10.32806/jii.v7i1.2582

Authors

Ines Monica Program Studi Manejemen Universitas Indo Global Mandiri
Siti Komariah Hildayanti Program Studi Manejemen Universitas Indo Global Mandiri
Fauziah Afriyani Program Studi Manejemen Universitas Indo Global Mandiri

DOI:

https://doi.org/10.32806/jii.v7i1.2582

Keywords:

Promosi Online, Electronic Word of Mouth (E-WOM), Consumer Trust, Minat Beli.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Promosi Online, Electronic Word of Mouth (E-WOM), dan Consumer Trust terhadap Minat Beli produk Glad2Glow pada marketplace TikTok di kalangan Generasi Z. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling. Sampel penelitian terdiri dari 120 responden yang pernah membeli atau menggunakan produk Glad2Glow melalui TikTok Shop. Data dianalisis menggunakan regresi linear berganda dengan bantuan SPSS versi 27. Hasil penelitian menunjukkan bahwa Promosi Online, E-WOM, dan Consumer Trust berpengaruh positif dan signifikan terhadap Minat Beli. Variabel Consumer Trust merupakan variabel yang memiliki pengaruh paling dominan terhadap Minat Beli. Hasil uji simultan menunjukkan bahwa ketiga variabel independen secara bersama-sama berpengaruh signifikan terhadap Minat Beli. Nilai koefisien determinasi (R²) sebesar 0,759 menunjukkan bahwa 75,9% variasi Minat Beli dapat dijelaskan oleh Promosi Online, E-WOM, dan Consumer Trust, sedangkan 24,1% sisanya dipengaruhi oleh faktor lain di luar penelitian. Temuan ini menunjukkan bahwa peningkatan promosi online, ulasan positif konsumen, dan kepercayaan konsumen dapat meningkatkan minat beli produk Glad2Glow pada marketplace TikTok.

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