Pengaruh Electronic Word Of Mouth (E-Wom) Dan Influencer Credibility Terhadap Purchase Intention Produk Skincare Somethinc Pada Generasi Z Di Kabupaten Garut
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Nov 9, 2026
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Abstract
Perkembangan pemasaran digital dalam industri skincare meningkatkan peran ulasan konsumen dan kredibilitas influencer dalam membentuk minat beli, khususnya pada Generasi Z. Penelitian ini bertujuan menganalisis pengaruh Electronic Word of Mouth (e-WOM) dan Influencer Credibility terhadap Purchase Intention produk skincare Somethinc pada Generasi Z di Kabupaten Garut. Penelitian menggunakan pendekatan kuantitatif dengan metode survei dan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa e-WOM dan Influencer Credibility memiliki hubungan positif dengan Purchase Intention, yang mengindikasikan bahwa ulasan konsumen dan kredibilitas influencer berkaitan dengan meningkatnya minat beli produk Somethinc. Temuan ini memberikan kontribusi empiris terhadap kajian perilaku konsumen dalam pemasaran digital serta menjadi bahan pertimbangan bagi perusahaan dalam mengembangkan strategi komunikasi pemasaran berbasis ulasan konsumen dan kredibilitas influencer.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Zahra Putri Yuliandani, Rohimat Nurhasan, & Gita Garliani. (2026). Pengaruh Electronic Word Of Mouth (E-Wom) Dan Influencer Credibility Terhadap Purchase Intention Produk Skincare Somethinc Pada Generasi Z Di Kabupaten Garut. Jurnal E-Bis, 10(2), 1011-1028. https://doi.org/10.37339/e-bis.v10i2.3606
References
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Syahrin, A., Wufron, W., & Garliani, G. (2024). Pengaruh live streaming dan online customer review terhadap purchase intention pengguna generasi Z di TikTok Shop. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 300-312.
Ramadhan, P., & Nurhasan, R. (2025). MENINGKATKAN PURCHASE INTENTION PRODUK KECANTIKAN DI E-COMMERCE MELALUI ENTERTAINMENT MARKETING DAN CUSTOMER ENGAGEMENT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 1139-1159. https://doi.org/10.31955/mea.v9i1.5087
Dausat, M. R. J., & Muthohar, M. (2023). Pengaruh Dimensi Kredibilitas Influencer: Attractiveness, Trustworthiness Dan Expertise Terhadap Niat Membeli Pada Produk “Safi-Skincare.” SANTRI: Jurnal Ekonomi Dan Keuangan Islam, 2(1), 101–121. https://doi.org/10.61132/santri.v2i1.205
Fellysia, F., & Simamora, B. (2023). The Mediating Effect of Brand Image on the Influence of Electronic Word of Mouth Towards Purchase Intention for Somethinc Products (Case Study on Followers of the @somethincofficial TikTok Account). Journal of International Conference Proceedings, 6(1), 60–71. https://doi.org/10.32535/jicp.v6i1.2249
Ferdinand, A. (2021). Metode Penelitian Manajemen: Pedoman Penelitian untuk Penulisan Skripsi, Tesis, dan Disertasi Ilmu Manajemen (5th ed.). Badan Penerbit Universitas Diponegoro.
Ghozali, I., & Latan, H. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd ed.). Badan Penerbit Universitas Diponegoro.
Gvili, Y., & Levy, S. (2023). I Share, Therefore I Trust: A moderated mediation model of the influence of eWOM engagement on social commerce. Journal of Business Research, 166, 114131. https://doi.org/10.1016/j.jbusres.2023.114131
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publications. https://us.sagepub.com/en-us/nam/a-primer-on-partial-least-squares-structural-equation-modeling-pls-sem/book270548
Insight, C. M. (2024). Tren Penjualan Kategori Beauty Care di Marketplace Indonesia Periode Q1 2024. Compas.co.id. https://compas.co.id/article/tren-penjualan-paket-kecantikan-periode-q1-2024/
Institute, I. D. N. R. (2023). Indonesia Gen Z Report 2023. IDN Media. https://www.idnmedia.com/
Lemeshow, S., Hosmer, D. W., Klar, J., & Lwanga, S. K. (1990). Adequacy of Sample Size in Health Studies. John Wiley & Sons.
Liem, C. J. E., & Firdausy, C. M. (2024). Pengaruh Attractiveness, Trustworthiness dan Expertise Social Media Influencer terhadap Purchase Intention. Jurnal Manajerial Dan Kewirausahaan, 6(4). https://doi.org/10.24912/jmk.v6i4.32732
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Pratama, A., & Lestari, S. (2021). Pengaruh Beauty Influencer dan Online Consumer Review terhadap Keputusan Pembelian Produk Skincare Melalui Aplikasi TikTok. Jurnal Manajemen Dan Bisnis Digital, 3(2), 145–156.
Rahmawati, D., & Putri, A. E. (2022). Pergeseran Paradigma Skincare dari Kebutuhan Sekunder Menjadi Gaya Hidup pada Gen Z di Indonesia. Jurnal Perilaku Konsumen Kognitif, 7(1), 34–45.
Residona, A. S., & Yuniarinto, A. (2019). Pengaruh Electronic Word of Mouth (EWOM) terhadap Purchase Intention Produk Skincare dengan Brand Image sebagai Variabel Mediasi (Studi pada Pengakses Akun Instagram @wardahbeauty di Kota Malang). Riset Manajemen, 7(2), 82–94. https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/5961
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. Modern Methods for Business Research, 295–336.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Lawrence Erlbaum Associates.
Hu, L., & Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
Kotler, P., & Keller, K. L. (2021). Marketing Management (16th ed.). Pearson Education Limited. https://www.pearson.com/en-us/subject-catalog/p/marketing-management/P200000003479/9781292404811
Syahrin, A., Wufron, W., & Garliani, G. (2024). Pengaruh live streaming dan online customer review terhadap purchase intention pengguna generasi Z di TikTok Shop. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 300-312.
Ramadhan, P., & Nurhasan, R. (2025). MENINGKATKAN PURCHASE INTENTION PRODUK KECANTIKAN DI E-COMMERCE MELALUI ENTERTAINMENT MARKETING DAN CUSTOMER ENGAGEMENT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 1139-1159. https://doi.org/10.31955/mea.v9i1.5087