Analisis Wom  Dan E-Wom Terhadap Keputusan Pembelian Skincare Pada Platform Tiktok Shop

Rajmia Sulianti; Agus Salim; Nurinaya Nurinaya

doi:10.31004/riggs.v5i2.8502

Authors

Rajmia Sulianti Universitas Muhammadiyah Makassar
Agus Salim Universitas Muhammadiyah Makassar
Nurinaya Nurinaya Universitas Muhammadiyah Makassar

DOI:

https://doi.org/10.31004/riggs.v5i2.8502

Keywords:

Word of Mouth, Electronic Word of Mouth, TikTok Shop, Keputusan Pembelian, Perilaku Konsumen

Abstract

Penelitian ini menganalisis peran Word of Mouth (WOM) dan Electronic Word of Mouth (E-WOM) terhadap keputusan pembelian produk skincare di TikTok Shop. WOM dikaji melalui intensitas, valensi opini, sumber, dan arah, sedangkan E-WOM melalui intensitas komunikasi, valensi, kredibilitas, kualitas konten, engagement, dan interaksi. Studi kualitatif deskriptif ini melibatkan wawancara mendalam dan observasi terhadap delapan informan yang berpengalaman membeli skincare serta aktif berinteraksi dengan konten TikTok Shop. Analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa WOM berperan sangat penting dalam membangun kepercayaan awal konsumen, yang didasarkan pada kedekatan interpersonal dan pengalaman langsung dari orang terdekat. Sementara itu, E-WOM memperluas akses informasi dan memperkaya proses evaluasi konsumen melalui berbagai fitur seperti video, ulasan tertulis, dan kolom komentar. Namun, pengaruh E-WOM bersifat tidak langsung karena konsumen terlebih dahulu melakukan seleksi, verifikasi, dan interpretasi yang cermat terhadap informasi yang diterima. Keputusan pembelian yang terjadi tidak bersifat linear, melainkan dinamis dan berulang, di mana konsumen secara aktif membandingkan berbagai sumber informasi sebelum memutuskan untuk membeli produk. Dengan demikian, WOM dan E-WOM bukanlah faktor tunggal penentu keputusan pembelian, melainkan bagian integral dari proses kompleks yang melibatkan interaksi sosial, evaluasi kognitif, dan faktor personal seperti kebutuhan, preferensi, serta pengalaman sebelumnya.

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