Eksplorasi Pengalaman Konsumen dalam Berbelanja di Tiktok Shop Kosmetik Skintific: Motivasi, Persepsi Sebagai Faktor Penentu
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Abstract
Penelitian ini bertujuan untuk mengeksplorasi pengalaman konsumen dalam berbelanja di TikTok Shop produk kosmetik skintific, dengan fokus pada motivasi dan persepsi yang memengaruhi keputusan pembelian. Penelitian ini menggunakan metode penelitian kualitatif. Teknik pengumpulan data melalui wawancara mendalam terhadap 20 informan yang merupakan pengguna aktif TikTok Shop yang pernah berbelanja produk kosmetik skintifik. Analisis data dalam penelitian ini mengikuti model Miles dan Huberman (1994) yang terdiri dari tiga tahap: reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa motivasi dan persepsi menjadi faktor utama yang mendorong konsumen untuk berbelanja produk kosmetik skintific di tiktok shop. Hal ini dikarenakan konten kreatif dan interaktif sangat menarik perhatian mereka. Interaksi positif antara penjual dan konsumen juga berkontribusi pada pengalaman belanja yang memuaskan. Penelitian ini memberikan implikasi praktis bagi penjual di TikTok Shop untuk mengembangkan konten yang menarik dan meningkatkan interaksi dengan konsumen. Penelitian ini juga membuka peluang untuk penelitian lebih lanjut tentang dinamika perilaku konsumen di platform e-commerce, terutama dalam menggunakan media sosial.
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