E-commerce Love Story: Bagaimana Skintific Menaklukkan Hati Gen Z dan Mengubah Keputusan Pembelian
Abstract
One of the most effective marketing tools in the digital age is E-Commerce, especially when it comes to influencing Generation Z's inclination towards technology and social media. Skintific, merek produk kulit, and use digital marketing strategies like influencer marketing and social media to draw attention to this group. This study, which included 100 respondents, used a quantitative approach using a questionnaire to assess the impact of e-commerce strategy on customer satisfaction. The results show that e-commerce has a significant positive impact on consumer behavior with a regression coefficient of 0.605 and a contribution of 36.7%. Compared to traditional advertising, Gen Z is more responsive to relevant content, with Instagram and TikTok serving as the primary media. This highlights the importance of innovative digital marketing strategies in building strong relationships with Generation Z consumers and increasing sales in the worldwide market.
Downloads
References
Ambarita, Lilis Feronicha, dan Wasino Wasino. 2024. “Pengaruh Kualitas Produk, Harga, dan Citra Merek Terhadap Keputusan Pembelian Skincare Skintific Di E-Commerce Shopee.” eCo-Buss 7 (2): 992–1009. https://doi.org/10.32877/eb.v7i2.1600.
Andini, Nabila Suci. 2024. “Compas Market Insight Dashboard: Skintific Menempati Posisi Pertama Penjualan Paket Kecantikan di Q1 2024 dengan Nilai Penjualan Lebih dari Rp 70 Miliar!” compas.co.id. 2024. https://compas.co.id/article/market-insight-paket-kecantikan-skintific/.
Anindasari, Adeliya Putri, dan Didiek Tranggono. 2023. “Pengaruh Live Streaming TikTok Terhadap Keputusan Pembelian Produk Skintific Pada Generasi Z Pengikut Akun @skintific_id.”
Ariani, Ade Mita, Siti Lam’ah Nasution, dan Raja Saul Marto Hendry. 2024. “Analisis Kualitas Produk, Harga, Online Customer Review Dan Online Customer Rating Terhadap Minat Beli Skincare Skintific Shopee Online Shop” 10.
Asakdiyah, Salamatun, Ridwan Hakiki, dan Hetty Karunia Tunjungsari. 2023. Kepuasan Pelanggan Di Era Digital : Strategi Untuk Mempertahankan Loyalitas Pelanggan Jangka Panjang.
Asari, Andi, Erwin Erwin, Arifai Ilyas, Andri Wijanarko, Indri Haapsari, Angel Purwanti, Umin Kango, dkk. 2023. Konsep E-commerce.
Aulia, Dela, Putri Aulia, dan Muhammad Sahka Fauzan. 2024. “Survey Terhadap Minat Belanja Online Produk Skincare Skintific Di Shopee” 4.
Baronah, Anggit Yoebrilianti, dan Nurhayani. 2023. “Pengaruh Digital Marketing, Influencer Marketing Dan Product Quality Terhadap Keputusan Pembelian Mobil Wuling Di Indonesia: Digital Marketing, Product Quality, Keputusan pembelian.” Jurnal Akuntansi Manajemen (JAKMEN) 2 (2): 87–98. https://doi.org/10.30656/jakmen.v2i2.7526.
Budi Harto, Abdul Rozak, dan Arief Yanto Rukmana. 2021. “Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand Image.” ATRABIS: Jurnal Administrasi Bisnis (e-Journal) 7 (1): 67–74. https://doi.org/10.38204/atrabis.v7i1.546.
Budi Harto, Panji Pramuditha, Arief Yanto Rukmana, Harnavela Sofyan, Hana Rengganawati, Andina Dwijayanti, dan Teti Sumarni. 2023a. “Strategi Social Media Marketing Melalui Dukungan Teknologi Informasi dalam Kajian Kualitatif Pada UMKM Kota Bandung.” KOMVERSAL 5 (2): 244–61. https://doi.org/10.38204/komversal.v5i2.1499.
———. 2023b. “Strategi Social Media Marketing Melalui Dukungan Teknologi Informasi dalam Kajian Kualitatif Pada UMKM Kota Bandung.” KOMVERSAL 5 (2): 244–61. https://doi.org/10.38204/komversal.v5i2.1499.
Ciputra, Universitas. 2023. “Strategi Pemasaran Digital untuk Menjangkau Generasi Z dan Milenial.” ciputra.ac.id. 26 Juni 2023. https://www.ciputra.ac.id/strategi-pemasaran-digital-untuk-menjangkau-generasi-z-dan-milenial/.
Dwi Sartika, Mufidhatul Ulya, Fia Fauza Azzahra, Irnawati Irnawati, Fina Nur Hidayati, dan Didi Pramono. 2024. “Fenomena Penggunaan E-Commerce terhadap Perilaku Konsumsi Mahasiswa.” WISSEN : Jurnal Ilmu Sosial dan Humaniora 2 (3): 335–50. https://doi.org/10.62383/wissen.v2i3.287.
feger, arielle. 2024. “Guide to Gen Z: What matters to this generation and what it means for marketers.” emarketer.com. 23 Februari 2024. https://www.emarketer.com/insights/generation-z-facts/.
Fitriana, Riki, dan Umar Chadhiq. 2022. “Pengaruh E-Commerce dan Kualitas Produk terhadap Keputusan Pembelian melalui Kepuasan Konsumen sebagai Variabel Intervening.” AKSES: Jurnal Ekonomi dan Bisnis 17 (1). https://doi.org/10.31942/akses.v17i1.6514.
Gifty, Halfa Pramudya, dan Rah Utami Nugrahani. t.t. “Strategi Komunikasi Pemasaran Brand Skintific Melalui Media Sosial Tiktok @Skintific_Id.”
Hafizah, Zulaika Uma, dan Kussudyarsana Kussudyarsana. 2024. “Social Media Influencers and E-WOM on Skintific Products Purchase Intentions: The Mediating Role of Brand Image.” Jurnal Mantik 7 (4): 3765–74. https://doi.org/10.35335/mantik.v7i4.4873.
Husna, Arina Himatul, dan Desy Mairita. 2024. “Gen Z dan Perilaku Konsumsi Konten Influencer pada TikTok.” Jurnal Riset Komunikasi 7 (1): 86–100. https://doi.org/10.38194/jurkom.v7i1.1002.
Inka Sabila Juliamida, Andreans Bagaskhara, dan Mohamad Zein Saleh. 2023. “The Phenomenon Of Interactive Marketing Of ‘Skintific’ Products Through Social Media And Influencers On Gen Z And Gen Y.” OPTIMAL Jurnal Ekonomi Dan Manajemen 4 (1): 150–57. https://doi.org/10.55606/optimal.v4i1.2625.
Isa, Nasrul Fadhrullah, Sharifah Nurafizah Syed Annuar, Imelda Albert Gisip, dan Nelson Lajuni. 2020. “Factors Influencing Online Purchase Intention of Millennials and Gen Z Consumers.” Journal of Applied Structural Equation Modeling 4 (2): 21–43. https://doi.org/10.47263/JASEM.4(2)03.
Iskandar, Yusup, dan Marlina Nur Lestari. 2023. “Pengaruh Strategi Pemasaran E-Commerce Terhadap Minat Beli Konsumen (Studi Kasus Pada Hotel Krisna Pangandaran)” 5.
Khairunnisa, Alya Syafira, Hasna Maisya Nazhirah, Myisha Azlia Nafhatus Sofa, Najma Silma Nayyara, dan Wijaya Abdul Rozak. 2024. “Analisis Pengaruh Influencer Terhadap Keputusan Pembelian Skincare dan Make Up di Kalangan GenZ.”
Kintradinata, Lita Liani, dan Riski Taufik Hidayah. 2023. “Pengaruh Electronic Word Of Mouth Melalui Aplikasi Tiktok Terhadap Minat Beli Pada Produk Skintific” 10 (2).
Komalasari, Rita, Puji Pramesti, dan Budi Harto. 2020. “Teknologi Informasi E-Tourism Sebagai Strategi Digital Marketing Pariwisata.” Altasia: Jurnal Pariwisata Indonesia 2 (2): 163–70. https://doi.org/10.37253/altasia.v2i2.559.
Kusnara, Hasti Pramesti, Raida Sri Rahmawati, dan Tiara Vindria Rusman Putri. 2024. “Tren Konsumen Generasi Z dalam Pembelian Online Produk Eiger: Implikasi bagi Strategi Pemasaran Bisnis Digital.”
Lestari, Kartika Indah, Dan Budi Harto. 2024. “Integrasi Omnichannel Marketing Dan Content Marketing: Kajian Kualitatif Tentang Dampaknya Pada Loyalitas Pelanggan Sektor Ritel Kuliner Di Bandung.”
Lestiyani, Dhea Nofa, dan Sugeng Purwanto. 2023. “Analisis Pengaruh Influencer Marketing dan Brand Love terhadap Keputusan Pembelian Produk Skincare Skintific.” BUDGETING : Journal of Business, Management and Accounting 5 (1): 96–107. https://doi.org/10.31539/budgeting.v5i1.7479.
Mokoagow, Ririn, Arrazi Bin Hasan Jan, dan Djurwati Soepeno. 2024. “The Influence Of Beauty Vlogger, Electronic Word Of Mouth, And Product Bundling On Purchase Decision For Skintific Skincare Products On The Tiktok Platform In Manado City” 12 (4).
Mongol, Petrus, Benni Purba, Anto Tulim, Purnaya Sari Tarigan, dan Endah Andriani PratiwI. 2023. “Pengaruh Kemudahan Penggunaan E-Commerce, Harga dan Gaya Hidup Terhadap Keputusan Pembelian Pada Marketplace Shopee.” JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) 9 (3): 749–55. https://doi.org/10.35870/jemsi.v9i3.1132.
Mulyani, Rudy Aryanto, dan Andreas Chang. 2019. “Understanding Digital Consumer: Generation Z Online Shopping Prefences.” International Journal of Recent Technology and Engineering (IJRTE) 8 (2): 925–29. https://doi.org/10.35940/ijrte.B1721.078219.
Nadila Jelita, Alfa Nurhasanah, Taufik Rahman Nasution, dan Nurbaiti. 2023. “Peran Penting E-Commerce Untuk Masa Depan Perusahaan Industri Di Medan.” Journal Economic Excellence Ibnu Sina 1 (4): 315–24. https://doi.org/10.59841/excellence.v1i4.660.
Nadiya Nur Arafah, Shevia, Mutiara Kamila, Chyntia Huang, dan Renza Fahlevi. 2022. “Strategi Digital Marketing Menggunakan Media Sosial Dan E-Commerce Dalam Pengembangan Bisnis Umkm Yasmin’s Brownies.” MANABIS: Jurnal Manajemen dan Bisnis 1 (4): 259–71. https://doi.org/10.54259/manabis.v1i4.1379.
Nurasmi, Nurasmi, dan Ana Noor Andriana. 2024. “Pengaruh Peran Beauty Vlogger, Electronic Word Of Mouth (E-Wom), Dan Brand Image Terhadap Keputusan Pembelian Produk Skincare Skintific Di Samarinda.”
Nurjanah, Sheila Fitria, Rini Rahayu Kurniati, dan Daris Zunaida. 2019. “Pengaruh E-Commerce Terhadap Keputusan Pembelian Pada Belanja Online Shopee.”
Prasetyo, Rizky Bima. 2023. “Pengaruh E-Commerce dalam Dunia Bisnis.” JMEB Jurnal Manajemen Ekonomi & Bisnis 1 (01): 1–11. https://doi.org/10.59561/jmeb.v1i01.92.
Putra, I Ketut Yasa, dan Gede Sri Darma. 2024. “Digital Marketing Exploration, Brand Image on Gen z Buying Interest in e-Commerce.” International Research Journal of Management, IT and Social Sciences 11 (6): 210–27. https://doi.org/10.21744/irjmis.v11n6.2473.
Rahmawati, Nabillah Deriefca, Widi Winarso, dan Haryudi Anas. 2023. “Pengaruh Flash Sale, Live Shopping, Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Brand Skintific Di Shopee (Studi Kasus Mahasiswa Bhayangkara Jakarta Raya).” Jurnal Economina 2 (10): 2740–55. https://doi.org/10.55681/economina.v2i10.897.
Rosdiana, Riski, Iyus Akhmad Haris, dan Kadek Rai Suwena. 2019. “Pengaruh Kepercayaan Konsumen Terhadap Minat Beli Produk Pakaian Secara Online” 11 (1).
Rosmawarni, Neny, Fauziah Fauziah, Muhammad Baitur Ridwan, Amaliah Khairunissa, Yunita Fauzia Achmad, Herly Nurrahmi, Ari Wibowo, dkk. 2024. E-commerce.
Salsabila, Asharinnisa, dan Budi Prasetiyo. 2024. “The Effect of S-Commerce Tiktok Shop Recommendation Products on Changes in Consumer Impulsive Buying Behavior: A Study with Signaling Theory.” 2024, April.
Salsabilah, Nafilah, Musnaini Musnaini, dan Yenny Yuniarti. 2024. “The Influence of Content Marketing in the Tiktok Application and Online Customer Reviews on Purchasing Decisions for Skincare Skintific (Case Study of Generation Z in Jambi City).” East Asian Journal of Multidisciplinary Research 3 (7). https://doi.org/10.55927/eajmr.v3i7.10127.
Saputra, Irwan Adimas Ganda, Noorlailie Soewarno, dan Isnalita. 2019. “Faktor-faktor yang memengaruhi keputusan pembelian Generasi Z pada kegiatan bisnis berbasis E-commerce.” Journal of research and application: accounting and management 4 (1). https://doi.org/10.18382/jraam.v4i1.003.
Supriyanto, Agus, Isnani Farichatul Chikmah, Khananus Salma, dan Alya Wahyu Tamara. 2023. “Penjualan Melalui Tiktok Shop dan Shopee: Menguntungkan yang Mana?”
Syafrianita, Nova, Muhammad Asnawi, dan Al Firah. 2022. “Analisis Perilaku Konsumen Dalam Keputusanpembelian Produk Pada Cv. Syabani Di Pusat Pasar Medan” 7 (2).
Tusriyanto, Ahmad Yani, dan Sonny Santosa. 2024. “Business Innovation Strategies for SMEs in Welcoming the New Year: The Perspective of Generation Z as the Main Market.” Journal of Contemporary Administration and Management (ADMAN).
Utami, Budi, Adrie Oktavio, dan Marshanda Anta Azzarah. 2023. Manajemen E-commerce.
Vellamy, Flourency, Dini Agnes Wijaya, Anderes Gui, Muhammad Shabir Shaharudin, Anwar Allah Pitchay, dan Razib Chandra Chanda. 2023. “The Role of Social Media on Purchase Decisions in Indonesia: Perspective of Z Generation.” Dalam 2023 IEEE Symposium on Industrial Electronics & Applications (ISIEA), 1–6. Kuala Lumpur, Malaysia: IEEE. https://doi.org/10.1109/ISIEA58478.2023.10212148.
Wahyu Artha Kusuma, I Gede, Fatmasari Endayani, Aditya Budi K, dan Umu Khouroh. 2024. “Social Media Marketing Impact on Gen Z’s Brand Engagement, Awareness and Image.” Manajemen Dan Bisnis 23 (2): 480. https://doi.org/10.24123/mabis.v23i2.803.
Wang, Ye, Zhicong Lu, Peng Cao, Jingyi Chu, Haonan Wang, dan Roger Wattenhofer. 2022. “How Live Streaming Changes Shopping Decisions in E-Commerce: A Study of Live Streaming Commerce.” Computer Supported Cooperative Work (CSCW) 31 (4): 701–29. https://doi.org/10.1007/s10606-022-09439-2.
Wulandari, Natasya. 2024. “The Influence of Viral Marketing and Price on Purchasing Decisions Through Customer Trust: Case Study of the Skincare Brand Skintific.” International Journal of Business, Law, and Education 5 (2): 1716–28. https://doi.org/10.56442/ijble.v5i2.721.
Yesidora, Amelia, dan Desi Setyowati. 2024. “Influencer Pengaruhi Tren Belanja Gen Z, Terutama Produk Kecantikan Artikel ini telah tayang di Katadata.co.id dengan judul.” Kata Data. 26 September 2024. https://katadata.co.id/digital/e-commerce/66f5017611059/influencer-pengaruhi-tren-belanja-gen-z-terutama-produk-kecantikan.
Zaenudin, Okta Sastra, Budi Harto, dan Politeknik Lp. 2024. “Mengungkap Peran Media Sosial dalam Shopping Lifestyle Generasi Z: Insight Kualitatif dari Pengalaman Belanja Online.”
Zulfah, Siti, dan Urip Mulyadi. 2023. “Pengaruh Pemasaran Interaktif Produk Skintific Melalui Fitur Tiktok Shop Terhadap Kedaran Merek Dan Keputusan Pembelian Pada Konsumen Di Kota Semarang.”
