Pengaruh Peran Influencer Terhadap Keputusan Pembelian Produk Skincare Di Tiktok Shop Pada Mahasiswa Universitas Panca Sakti
DOI:
https://doi.org/10.62824/87f3n753Keywords:
influencer, keputusan pembelian, skincare, TikTok ShopAbstract
Penelitian ini bertujuan menganalisis pengaruh peran influencer terhadap keputusan pembelian produk skincare di TikTok Shop pada mahasiswa Universitas Panca Sakti. Penelitian menggunakan pendekatan kuantitatif dengan analisis regresi linear sederhana dan melibatkan 80 responden. Instrumen terdiri atas 12 butir variabel Peran Influencer (X) dan 12 butir variabel Keputusan Pembelian (Y). Hasil analisis menunjukkan bahwa seluruh butir instrumen valid dengan r hitung lebih besar daripada r tabel 0,220. Nilai Cronbach’s Alpha sebesar 0,955 untuk Peran Influencer dan 0,932 untuk Keputusan Pembelian menunjukkan bahwa kedua instrumen reliabel. Persamaan regresi yang diperoleh adalah Y = 7,971 + 0,777X. Nilai t hitung 14,374 lebih besar daripada t tabel 1,991, dengan nilai signifikansi < 0,001, sehingga H₀ ditolak dan H₁ diterima. Nilai R Square sebesar 0,726 menunjukkan bahwa 72,6% variasi keputusan pembelian dapat dijelaskan oleh Peran Influencer, sedangkan 27,4% sisanya dijelaskan oleh faktor lain di luar model.
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Copyright (c) 2026 Maria Agina Tarigan, Adelina Suryati, Muhammad Rosidi (Author)
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