Pengaruh Perceived Deception Terhadap Negative Ewom Intention Melalui Consumer Dissatisfaction Pada Konsumen Cushion Skintific Di Tiktok Shop

Adinda  Putri; Adam Hermawan; Asep Nuryadin

doi:10.69693/ijim.v4i3.1482

Authors

Adinda Putri Universitas Pendidikan Indonesia
Adam Hermawan Universitas Pendidikan Indonesia
Asep Nuryadin Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.69693/ijim.v4i3.1482

Keywords:

Consumer Dissatisfaction, Negative eWOM Intention, Perceived Deception, PLS-SEM, TikTok Shop

Abstract

Maraknya klaim visual berlebihan pada konten promosi kosmetik di TikTok Shop memicu persepsi penipuan (perceived deception) yang berisiko mengikis kepuasan dan kepercayaan konsumen. Penelitian terdahulu umumnya berhenti pada ketidakpuasan konsumen sebagai hasil akhir. Akibatnya, bagaimana ketidakpuasan itu berlanjut menjadi niat electronic word-of-mouth (eWOM) negatif belum banyak diuji secara empiris. Penelitian ini bertujuan menguji peran consumer dissatisfaction sebagai mediator antara perceived deception dan negative eWOM intention pada konsumen cushion Skintific di TikTok Shop. Penelitian menggunakan desain kuantitatif eksplanatori dengan teknik nonprobability sampling melalui metode purposive sampling terhadap 151 konsumen aktif. Teknik analisis data yang digunakan adalah Partial Least Square Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS 4.0 dengan metode bootstrapping untuk menguji pengaruh langsung (direct effect) dan tidak langsung (indirect effect). Hasil penelitian menunjukkan bahwa perceived deception berpengaruh positif dan signifikan terhadap consumer dissatisfaction (β=0,414; t=7,429; p=0,000), dan consumer dissatisfaction berpengaruh positif dan signifikan terhadap negative eWOM intention (β=0,394; t=5,686; p=0,000). Sebaliknya, pengaruh langsung perceived deception terhadap negative eWOM intention tidak signifikan (β=0,021; t=0,228; p=0,820). Pengaruh tidak langsung melalui mediasi consumer dissatisfaction terbukti signifikan (β=0,163; t=4,210; p=0,000) dengan nilai VAF sebesar 88,6%, yang berarti consumer dissatisfaction memediasi hubungan tersebut secara penuh (full mediation). Temuan ini menegaskan bahwa brand kosmetik perlu memprioritaskan penyelesaian ketidakpuasan konsumen pascapembelian sebagai strategi utama untuk mencegah penyebaran ulasan negatif.

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