PENGARUH INFLUENCER DOKTER DETEKTIF, BRAND TRUST, DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PRODUK DAVIENA SKINCARE PASCA MUNCULNYA DUGAAN OVERCLAIM DI PLATFORM TIKTOK

Aulia, Yunita (2026) PENGARUH INFLUENCER DOKTER DETEKTIF, BRAND TRUST, DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PRODUK DAVIENA SKINCARE PASCA MUNCULNYA DUGAAN OVERCLAIM DI PLATFORM TIKTOK. S1 thesis, Universitas PGRI Madiun.

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Abstract

The purpose of this study was to determine the influence of detective doctor influencer, brand trust, and online customer ratings on purchase decisions for Daviena Skincare products following the emergence of alleged overclaims on TikTok among Generation Z in Madiun City. The phenomenon of alleged overclaims on Daviena Skincare products, which was widely discussed on TikTok, and the increasing use of digital information in the purchasing process, served as the background for this study. This study used a quantitative approach with a sample of 385 respondents obtained through purposive sampling. Data analysis was conducted using multiple linear regression with the help of SPSS version 25. The results showed that the detective doctor influencer, brand trust, and online customer rating had a positive and significant influence on purchasing decisions for Daviena Skincare products following the alleged overclaim on TikTok among Generation Z in Madiun City

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Kata Kunci: Influencer Dokter Detektif, Brand Trust, Online Customer Rating,Keputusan Pembelian, Daviena Skincare, Overclaim Keywords: Detective Doctor Influencer, Brand Trust, Online Customer Rating,Purchasing Decisions, Daviena Skincare, Overclaim.
Subjects: A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: YUNITA AULIA YUNITA
Date Deposited: 23 Oct 2026 02:20
Last Modified: 23 Oct 2026 02:20
URI: http://eprint.unipma.ac.id/id/eprint/10641

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