Pengaruh Konten Marketing (User-Generated Content) Dan Celebrity Endorsement di Tiktok terhadap Minat Beli Gen Z pada Produk Parfum dengan Social Influence sebagai Variabel Mediasi
DOI:
https://doi.org/10.37385/ceej.v7i1.11602Keywords:
User-Generated Content, Celebrity Endorsement, Social Influence, Minat Beli, Generasi Z, TikTok.Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh User-Generated Content (UGC) dan Celebrity Endorsement terhadap Minat Beli produk parfum pada Generasi Z pengguna TikTok, dengan Social Influence sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner online kepada responden Generasi Z yang aktif menggunakan TikTok dan pernah melihat konten terkait parfum. Teknik pengambilan sampel menggunakan purposive sampling, dan data dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Celebrity Endorsement berpengaruh positif dan signifikan terhadap Minat Beli dan Social Influence. Selain itu, Social Influence juga terbukti berpengaruh positif dan signifikan terhadap Minat Beli. Sementara itu, UGC tidak berpengaruh signifikan terhadap Minat Beli secara langsung, namun memiliki pengaruh positif dan signifikan terhadap Social Influence. Pengujian mediasi menunjukkan bahwa Social Influence mampu memediasi pengaruh Celebrity Endorsement dan UGC terhadap Minat Beli, di mana pada hubungan UGC terhadap Minat Beli terjadi mediasi penuh (full mediation). Temuan ini menunjukkan bahwa dalam konteks pemasaran digital di TikTok, pengaruh sosial memegang peranan penting sebagai mekanisme yang menjembatani paparan konten digital terhadap minat beli konsumen. Oleh karena itu, pelaku bisnis disarankan untuk tidak hanya mengandalkan Celebrity Endorsement, tetapi juga mengoptimalkan strategi
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