PENGARUH INFLUENCER REVIEW, SOCIAL MEDIA MARKETING, DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE BIOAQUA DI PLATFORM TIKTOK DALAM PERSPEKTIF BISNIS ISLAM (Studi pada Konsumen Gen Z di Kota Bandar Lampung)

Indah, Liani (2025) PENGARUH INFLUENCER REVIEW, SOCIAL MEDIA MARKETING, DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE BIOAQUA DI PLATFORM TIKTOK DALAM PERSPEKTIF BISNIS ISLAM (Studi pada Konsumen Gen Z di Kota Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Bioaqua merupakan salah satu Brand skincare yang sedang populer dan banyak digunakan oleh konsumen, khususnya Gen Z, melalui platform media sosial seperti TikTok. Meskipun demikian, fenomena overclaim yang muncul pada beberapa produknya menimbulkan kekhawatiran terhadap kejujuran informasi dalam strategi pemasarannya. Rumusan masalah dalam penelitian ini adalah apakah Influencer Review, Social Media Marketing, dan Brand Awareness berpengaruh terhadap keputusan pembelian baik secara parsial maupun simultan pada konsumen Bioaqua di Kota Bandar Lampung, serta bagaimana pandangan dalam perspektif bisnis Islam. Penelitian ini menggunakan metode kuantitatif. Teknik pengambilan sampel menggunakan purposive samplingdengan jumlah sampel sebanyak 100 responden. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner dalam bentuk Google Form kepada konsumen Bioaqua di Kota Bandar Lampung yang pernah melakukan pembelian melalui platform TikTok. Analisis data dilakukan menggunakan teknik Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4. Hasil penelitian menunjukkan bahwa secara parsial, variabel Influencer Review tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan variabel Social Media Marketing dan Brand Awareness berpengaruh positif dan signifikan terhadap keputusan pembelian produk skincare Bioaqua di platform TikTok. Secara simultan, ketiga variabel tersebut juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Dalam perspektif bisnis Islam, hasil penelitian ini menunjukkan bahwa pemasaran produk skincare harus dilakukan secara jujur dan transparan. Klaim yang berlebihan (overclaim) bertentangan dengan prinsip kejujuran dan tanggung jawab dalam Islam, sehingga penting bagi Brand untuk menyampaikan informasi yang benar dan tidak menyesatkan konsumen. Kata kunci : Influencer Review, Social Media Marketing, Brand Awareness, Keputusan pembelian iii ABSTRACT Bioaqua is a skincare Brand that is currently popular and widely used by consumers, especially Gen Z, through social media platforms such as TikTok. However, the phenomenon of overclaiming that appears in some of its products raises concerns about the honesty of information in its Marketing strategy. The research question in this study is whether Influencer Review, Social Media Marketing, and Brand Awareness affect purchasing decisions, both partially and simultaneously, among Bioaqua consumers in Bandar Lampung City, as well as how these factors are viewed from the perspective of Islamic business . This research uses a quantitative method. The sampling technique used is purposive samplingwith a total sample of 100 respondents. Data collection was carried out by distributing questionnaires in the form of Google Forms to Bioaqua consumers in Bandar Lampung City who had made purchases through the TikTok platform. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique with the help of SmartPLS 4 software. The results show that, partially, the Influencer Review variable does not have a significant effect on purchasing decisions, while the Social Media Marketing and Brand Awareness variables have a positive and significant effect on purchasing decisions for Bioaqua skincare products on the TikTok platform. Simultaneously, all three variables also have a positive and significant effect on purchasing decisions. From an Islamic business perspective, the results of this study indicate that skincare product Marketing must be carried out honestly and transparently. Exaggerated claims (overclaim) are contrary to the principles of honesty and responsibility in Islam, so it is important for brands to provide accurate information and not mislead consumers. Keywords: Influencer Review, Social Media Marketing, Brand Awareness, Purchasing Decision

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