Produk skincare yaitu produk perawatan kulit dan sebagai bagian dari produk yang paling banyak diperdagangkan secara internasional dan mempunyai proporsi total ekspor dan impor produk sebesar 36,1% pada kosmetik dunia termasuk ke Indonesia. Terdapat banyak perusahaan skincare yang melakukan pemasaran dan memanfaatkan electronic word of mouth (e-WOM) di sosial media. Dengan tujuan untuk mencari tahu pengaruh dari e-WOM (quality, quantity, dan credibility) di Tiktok pada purchase intention produk skincare X, maka dilakukan penelitian dengan mengumpulkan data penelitian melalui penyebaran kuesioner dan melakukan pengambilan sampel sebanyak 445 orang responden dengan metode metode purposive sampling. Metode analisis untuk penelitian ini yaitu uji analisis regresi berganda dan diproses oleh software SPSS 26. Dari hasil penelitian, analisis deskriptif menunjukkan bahwa e-WOM quality serta credibility berada pada kategori “baik” sementara e-WOM quantity “sangat baik”. Dilihat dari data mengenai analisis regresi linear berganda, maka secara simultan e-WOM (quality, quantity, dan credibility) berpengaruh secara positif dan signifikan terhadap minat beli produk skincare X, namun secara parsial hanya e-WOM quantity yang tidak berpengaruh secara signifikan. Berdasarkan uji koefisien determinasi, menunjukkan pengaruh electronic word of mouth (e-WOM) quality, quantity, dan credibility pada purchase intention sebesar 48,5%. Penelitian ini dapat digunakan oleh perusahaan untuk meningkatkan minat beli konsumen dengan cara melakukan promosi dengan e-WOM dan memfokuskan pada quality, quantity, dan credibility dari e-WOM.
This research was triggered by educational institutions in Indonesia that are not widely known by people out there. Education is a very common need and demand in children's lives. The purpose of education is to guide all the natural forces that exist in these children, so that they as humans and as members of society can achieve the highest safety and happiness. Education is also a conscious effort to prepare for the role of students in the future through guidance activities, such as counseling, education, and/or training. This study uses Structural Equation Modeling (SEM) to perform data analysis. The research sample consisted of 100 employees in private schools in North Jakarta. The results show that we must pay attention to the empowerment, environment, commitment and performance of employees who work in the field of education so that the future of the nation's children can be better than now.
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