Analisis Perilaku Konsumen dalam Proses Pengambilan Keputusan Pembelian Produk Skincare Skintific melalui Fitur Tiktok Shop

Abstract

This study is entitled "Analysis of Consumer Behavior in the Process of Purchasing Decisions for Skintific Skincare Products Through the TikTok Shop Feature". This research method is descriptive qualitative. The purpose of this study is to explain how consumer behavior in the process of purchasing decision-making for Skintific skincare products through the TikTok Shop feature and to determine the supporting and inhibiting factors in the process of purchasing decision-making for Skintific skincare products through the TikTok Shop feature. The theories used in this study are Consumer Behavior, Consumer Loyalty and the theory of Purchasing Decision Making (Setiadi, 2003). The data in this study were obtained through interviews, observations and documentation. The validity of the data was obtained using source triangulation techniques. The informants in this study numbered five main informants with the determination of informants using the purposive technique. The results of the study show that in making decisions to purchase Skintific products through the TikTok Shop feature, each informant has different stages of behavior. This behavior can be viewed from five stages of purchasing decision making, namely problem recognition, information search, alternative evaluation, purchasing decisions, and post-purchase behavior. There are 3 informants who carry out the five stages of purchasing decision making and 2 informants only carry out four stages in purchasing decision making, namely problem recognition, information search, purchasing decision and post-purchase behavior. In terms of the type of consumer loyalty after purchasing the product consists of no loyalty, weak loyalty, hidden loyalty and premium loyalty. for Skintific products there are 5 informants categorized as premium loyalty. While for purchases through the TikTok Shop feature, only 2 informants are categorized as premium loyalty and 3 informants with hidden loyalty. The supporting factors of informants in the process of purchasing Skintific products through the TikTok Shop feature include internal factors (perception of advertising, product-related learning and product quality) and external factors (TikTok reviews, friend recommendations and discounts). The inhibiting factors of informants in the process of purchasing Skintific products through the TikTok Shop feature include internal factors (the effects of the product that will occur on the skin and no discounts available) and external factors (delays in product delivery).