Pengaruh Overclaim Produk, Kualitas Review Edukatif Dan Kredibilitas Dokter Detektif Di Media Sosial Terhadap Brand Switching Dan Buying Decision Pembelian Produk Skincare Oleh Konsumen Gen Z Di Indonesia
DOI:
https://doi.org/10.37385/msej.v7i2.10280Keywords:
brand switching, buying decision, kredibilitas sumber, overclaim produk, review edukatifAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh overclaim produk, kualitas review edukatif, dan kredibilitas Dokter Detektif di media sosial terhadap brand switching dan keputusan pembelian produk skincare oleh konsumen Generasi Z di Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori dan cross-sectional. Sampel ditentukan melalui purposive sampling dengan kriteria Generasi Z berusia 15–26 tahun yang memiliki pengalaman menggunakan skincare, terpapar konten review edukatif atau Dokter Detektif, serta pernah melakukan brand switching, dengan jumlah responden minimal 200 orang. Data dikumpulkan melalui kuesioner online berbasis skala Likert dan dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa overclaim produk berpengaruh signifikan terhadap brand switching dan keputusan pembelian, dengan sifat persuasif pada pembelian awal namun berpotensi menurunkan loyalitas merek. Kualitas review edukatif berpengaruh terhadap brand switching, tetapi tidak berpengaruh signifikan terhadap keputusan pembelian. Sementara itu, kredibilitas Dokter Detektif menjadi faktor paling dominan yang memengaruhi baik brand switching maupun keputusan pembelian. Temuan ini menegaskan pentingnya kepercayaan terhadap sumber informasi dalam membentuk perilaku konsumen skincare Gen Z di era digital.
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