Electronic Theses and Dissertation

ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh dukungan informasional dan dukungan emosional terhadap perilaku pembelian di media sosial yang dimediasi oleh kualitas ulasan pada pengguna produk fashion Nada Puspita. Data dikumpulkan melalui kuesioner daring kepada 200 responden pengguna TikTok dan Instagram, dianalisis menggunakan SEM-PLS dengan SmartPLS. Hasil penelitian menunjukkan bahwa dukungan informasional dan dukungan emosional berpengaruh positif dan signifikan terhadap kualitas ulasan maupun perilaku pembelian di media sosial. Kualitas ulasan juga berpengaruh positif dan signifikan terhadap perilaku pembelian dan terbukti memediasi secara parsial pengaruh dukungan informasional dan dukungan emosional terhadap perilaku pembelian di media sosial. Hasil ini mengimplikasikan bahwa pelaku usaha fashion, khususnya Nada Puspita, perlu mendorong terciptanya ulasan yang informatif dan bermuatan emosional positif di platform TikTok dan Instagram guna meningkatkan kepercayaan dan mendorong keputusan pembelian konsumen, sekaligus memperkaya kajian teoritis mengenai peran dukungan sosial dan kualitas ulasan dalam perilaku pembelian di media sosial.

Kata Kunci: Dukungan Informasional, Dukungan Emosional, Kualitas Ulasan, Perilaku Pembelian di Media Sosial

ABSTRACT This study examines the effect of informational support and emotional support on social media purchasing behavior as mediated by review quality among users of the Nada Puspita fashion product. Data were collected through an online questionnaire distributed to 200 respondents who used TikTok and Instagram, and were analyzed using SEM-PLS with SmartPLS. The results showed that informational support and emotional support had a positive and significant effect on both review quality and social media purchasing behavior. Review quality also had a positive and significant effect on purchasing behavior and was proven to partially mediate the effect of informational support and emotional support on social media purchasing behavior. These findings implied that fashion business owners, particularly Nada Puspita, needed to encourage the creation of informative and positively emotional reviews on TikTok and Instagram platforms in order to increase consumer trust and drive purchasing decisions, while also enriching theoretical studies on the role of social support and review quality in social media purchasing behavior. Keywords: Informational Support, Emotional Support, Review Quality, Social Media Purchase Behavior