PENGARUH OVERCLAIM PRODUK SKINCARE TERDAHAP BRAND IMAGE DI ERA DIGITAL PLATFORM TIKTOKSHOP
STUDI PADA BRAND AZARINE DI BANDUNG RAYA
Abstract
Tujuan dari penelitian ini adalah untuk mengidentifikasi pengaruh overclaim terhadap brand image pada produk skincare lokal Azarine di platform TikTok Shop. Overclaim merupakan strategi promosi yang menonjolkan keunggulan produk secara berlebihan, yang kerap digunakan oleh pelaku bisnis untuk menarik perhatian konsumen di era digital. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis Partial Least Square Structural Equation Modeling (PLS-SEM). Data dikumpulkan melalui penyebaran kuesioner kepada konsumen yang pernah melihat atau membeli produk Azarine melalui TikTok Shop. Hasil pengujian menunjukkan bahwa overclaim berpengaruh positif dan signifikan terhadap brand image, ditunjukkan oleh nilai original sample sebesar 0,737, nilai T-statistic sebesar 22,980, dan P-value sebesar 0,000. Selain itu, nilai F-square sebesar 0,737 mengindikasikan bahwa pengaruh tersebut berada dalam kategori kuat. Temuan ini mengindikasikan bahwa strategi komunikasi pemasaran yang melibatkan overclaim mampu membentuk persepsi positif terhadap citra merek, meskipun disampaikan melalui klaim yang cenderung berlebihan. Penelitian ini memberikan implikasi penting bagi pelaku usaha dan pemasar digital agar lebih bijak dalam menggunakan overclaim sebagai bagian dari strategi promosi, dengan tetap memperhatikan etika serta konsistensi kualitas produk.
References
Afthanorhan, A., Awang, Z., & Aimran, N. (2020). An extensive comparison of cb-sem and pls-sem for reliability and validity. International Journal of Data and Network Science, 4(4), 357–364. https://doi.org/10.5267/j.ijdns.2020.9.003
Al Habesyah, N. Z., Herteno, R., Indriani, F., Budiman, I., & Kartini, D. (2024). Sentiment Analysis of TikTok Shop Closure in Indonesia on Twitter Using Supervised Machine Learning. Journal of Electronics, Electromedical Engineering, and Medical Informatics, 6(2), 148–156. https://doi.org/10.35882/jeeemi.v6i2.381
Bashir, S., Khwaja, M. G., Rashid, Y., Turi, J. A., & Waheed, T. (2020). Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image. SAGE Open, 10(3). https://doi.org/10.1177/2158244020953156
Chaniago, H. (2020). Analisis Kualitas Pelayanan, Kualitas Produk, dan Harga pada Loyalitas Konsumen Nano Store Analysis of Service Quality, Products Quality, and The Price on Nano Store Consumers’ Loyality. International Journal Administration, Business and Organization (IJABO) |, 1(2), 59–69. https://ijabo.a3i.or.id
Chaniago, H., Muharam, H., & Efawti, Y. (2023). METODE RISET BISNIS DAN PERMODELAN (Y. Efawati, Ed.). PT Edukasi Riset Digital.
Chen, L., Halepoto, H., Liu, C., Kumari, N., Yan, X., Du, Q., & Memon, H. (2021). Relationship analysis among apparel brand image, self-congruity, and consumers’ purchase intention. Sustainability (Switzerland), 13(22). https://doi.org/10.3390/su132212770
Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Fatika, R. A. (2024). 10 Negara dengan Pengguna TikTok Terbesar, Indonesia Urutan Berapa? GoodStart.Id. https://data.goodstats.id/statistic/10-negara-dengan-pengguna-tiktok-terbesar-indonesia-urutan-berapa-xFOgI
Goecke, B., Weiss, S., Steger, D., Schroeders, U., & Wilhelm, O. (2020). Testing competing claims about overclaiming. Intelligence, 81. https://doi.org/10.1016/j.intell.2020.101470
Hasibuan, L. (2022, November 4). Industri Kecantikan Tahan Krisis, Laris Manis Meski Pandemi. CNBC Indonesia. https://www.cnbcindonesia.com/lifestyle/20221104104902-33-385138/industri-kecantikan-tahan-krisis-laris-manis-meski-pandemi
KEMENTERIAN KOORDINATOR BIDANG PEREKONOMIAN REPUBLIK INDONESIA. (2024, February 3). Hasilkan Produk Berdaya Saing Global, Industri Kosmetik Nasional Mampu Tembus Pasar Ekspor dan Turut Mendukung Penguatan Blue Economy. Ekon.Go.Id. https://www.ekon.go.id/publikasi/detail/5626/hasilkan-produk-berdaya-saing-global-industri-kosmetik-nasional-mampu-tembus-pasar-ekspor-dan-turut-mendukung-penguatan-blue-economy
Le Compte, D., & Klug, D. (2021). “It’s Viral!” - A Study of the Behaviors, Practices, and Motivations of TikTok Users and Social Activism. Proceedings of the ACM Conference on Computer Supported Cooperative Work, CSCW, 108–111. https://doi.org/10.1145/3462204.3481741
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F., & Bonaiuto, M. (2020). Apple or Huawei: Understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability (Switzerland), 12(8). https://doi.org/10.3390/SU12083391
Mishra, A., Malik, N., & Shukla, A. (2024). Decoding individual motivations and responses to misinformation: insights from thematic analysis. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-09-2023-0312
Mishra, A., & Samu, S. (2021). Impact of fake news on social image perceptions and consumers’ behavioral intentions. Journal of Consumer Marketing, 38(6), 601–613. https://doi.org/10.1108/JCM-05-2020-3857
Muh Sakti, A. A. (2024). PENGARUH KOMUNIKASI PERSUASIF CELEBRITY ENDORSER DI PLATFORM DIGITAL TERHADAP CITRA MEREK PRODUK WARDAH. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 8(3), 1530–1546. https://doi.org/https://doi.org/10.31955/mea.v8i3
Müller, S., & Moshagen, M. (2019). Controlling for Response Bias in Self-Ratings of Personality: A Comparison of Impression Management Scales and the Overclaiming Technique. Journal of Personality Assessment, 101(3), 229–236. https://doi.org/10.1080/00223891.2018.1451870
Nabilah Hariri Putri, A., Safira Purwaningrum, N., Sari Dewi, R., Pangestuti, E., & Slamet Eko, B. S. (2024). INFLUENCERS LIABILITY TOWARDS CONSUMERS FOR PRODUCTS PROVEN TO BE OVERCLAIMED. International Proceedings Universitas Tulungagung.
Nabilla Dhinggar Arumbi, Sapto Hermawan, & Asianto Nugroho. (2024). Tanggung Jawab Pelaku Usaha Atas Overclaim Sun Protection Factor (SPF) Pada Produk Tabir Surya X. Amandemen: Jurnal Ilmu Pertahanan, Politik Dan Hukum Indonesia, 1(2), 25–34. https://doi.org/10.62383/amandemen.v1i2.127
Nasution, M. I., Fahmi, M., Jufrizen, Muslih, & Prayogi, M. A. (2020). The Quality of Small and Medium Enterprises Performance Using the Structural Equation Model-Part Least Square (SEM-PLS). Journal of Physics: Conference Series, 1477(5). https://doi.org/10.1088/1742-6596/1477/5/052052
Pennycook, G., & Rand, D. G. (2020). Who falls for fake news? The roles of bullshit receptivity, overclaiming, familiarity, and analytic thinking. Journal of Personality, 88(2), 185–200. https://doi.org/10.1111/jopy.12476
Putri, N., Prasetya, Y., Handayani, P. W., & Fitriani, H. (2023). TikTok Shop: How trust and privacy influence generation Z’s purchasing behaviors. Cogent Social Sciences, 10(1). https://doi.org/10.1080/23311886.2023.2292759
Robbiyani, N., Mulyana, R., & Abdurrahman, L. (2022). Pengujian Model Pengaruh Tata Kelola TI Terhadap Transformasi Digital dan Kinerja Asuransi C. Explore: Jurnal Sistem Informasi Dan Telematika, 13(2), 95. https://doi.org/10.36448/jsit.v13i2.2712
Roemer, E., Schuberth, F., & Henseler, J. (2021). HTMT2–an improved criterion for assessing discriminant validity in structural equation modeling. Industrial Management and Data Systems, 121(12), 2637–2650. https://doi.org/10.1108/IMDS-02-2021-0082
Sihombing, P. R., & Wijaya, L. (2024). Aplikasi SmartPLS 4.0 untuk Statistisi Pemula. https://www.researchgate.net/publication/384695683
Silver, I., Newman, G., & Small, D. A. (2021). Inauthenticity aversion: Moral reactance toward tainted actors, actions, and objects. Consumer Psychology Review, 4(1), 70–82. https://doi.org/10.1002/arcp.1064
Statista. (2022, January). TikTok shopping behavior worldwide as of January 2022. Statista.Com. https://www.statista.com/statistics/1323243/tiktok-shopping-behavior/
Sudaryanto, Suroso, I., Pansiri, J., Umama, T. L., & Hanim, A. (2021). Impact of culture, brand image and price on buying decisions: Evidence from East Java, Indonesia. Innovative Marketing, 17(1), 130–142. https://doi.org/10.21511/im.17(1).2021.11
Templer, K. J. (2020). Self-enhancement and cross-cultural adjustment: overclaiming in a global mobility context. Journal of Global Mobility, 8(2), 161–182. https://doi.org/10.1108/JGM-08-2019-0041
Widawati, A. A. L., & Elbana, M. (2024). Kajian Litelatur Review Krisis Komunikasi Hotto Purto pada Kasus Overclaim dalam Menjaga Citra Perusahaan. Jurnal Penelitian Inovatif, 4(1), 113–120. https://doi.org/10.54082/jupin.262
Xiong, L., Cho, V., Law, K. M. Y., & Lam, L. (2021). A study of KOL effectiveness on brand image of skincare products. Enterprise Information Systems, 15(10), 1483–1500. https://doi.org/10.1080/17517575.2021.1924864
Yohana F. C. P. Meilani, I. B. M. P. B., & Ian N. Suryawan, R. R. M. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412. https://doi.org/10.24912/jm.v24i3.676
Al Habesyah, N. Z., Herteno, R., Indriani, F., Budiman, I., & Kartini, D. (2024). Sentiment Analysis of TikTok Shop Closure in Indonesia on Twitter Using Supervised Machine Learning. Journal of Electronics, Electromedical Engineering, and Medical Informatics, 6(2), 148–156. https://doi.org/10.35882/jeeemi.v6i2.381
Bashir, S., Khwaja, M. G., Rashid, Y., Turi, J. A., & Waheed, T. (2020). Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image. SAGE Open, 10(3). https://doi.org/10.1177/2158244020953156
Chaniago, H. (2020). Analisis Kualitas Pelayanan, Kualitas Produk, dan Harga pada Loyalitas Konsumen Nano Store Analysis of Service Quality, Products Quality, and The Price on Nano Store Consumers’ Loyality. International Journal Administration, Business and Organization (IJABO) |, 1(2), 59–69. https://ijabo.a3i.or.id
Chaniago, H., Muharam, H., & Efawti, Y. (2023). METODE RISET BISNIS DAN PERMODELAN (Y. Efawati, Ed.). PT Edukasi Riset Digital.
Chen, L., Halepoto, H., Liu, C., Kumari, N., Yan, X., Du, Q., & Memon, H. (2021). Relationship analysis among apparel brand image, self-congruity, and consumers’ purchase intention. Sustainability (Switzerland), 13(22). https://doi.org/10.3390/su132212770
Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Fatika, R. A. (2024). 10 Negara dengan Pengguna TikTok Terbesar, Indonesia Urutan Berapa? GoodStart.Id. https://data.goodstats.id/statistic/10-negara-dengan-pengguna-tiktok-terbesar-indonesia-urutan-berapa-xFOgI
Goecke, B., Weiss, S., Steger, D., Schroeders, U., & Wilhelm, O. (2020). Testing competing claims about overclaiming. Intelligence, 81. https://doi.org/10.1016/j.intell.2020.101470
Hasibuan, L. (2022, November 4). Industri Kecantikan Tahan Krisis, Laris Manis Meski Pandemi. CNBC Indonesia. https://www.cnbcindonesia.com/lifestyle/20221104104902-33-385138/industri-kecantikan-tahan-krisis-laris-manis-meski-pandemi
KEMENTERIAN KOORDINATOR BIDANG PEREKONOMIAN REPUBLIK INDONESIA. (2024, February 3). Hasilkan Produk Berdaya Saing Global, Industri Kosmetik Nasional Mampu Tembus Pasar Ekspor dan Turut Mendukung Penguatan Blue Economy. Ekon.Go.Id. https://www.ekon.go.id/publikasi/detail/5626/hasilkan-produk-berdaya-saing-global-industri-kosmetik-nasional-mampu-tembus-pasar-ekspor-dan-turut-mendukung-penguatan-blue-economy
Le Compte, D., & Klug, D. (2021). “It’s Viral!” - A Study of the Behaviors, Practices, and Motivations of TikTok Users and Social Activism. Proceedings of the ACM Conference on Computer Supported Cooperative Work, CSCW, 108–111. https://doi.org/10.1145/3462204.3481741
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F., & Bonaiuto, M. (2020). Apple or Huawei: Understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability (Switzerland), 12(8). https://doi.org/10.3390/SU12083391
Mishra, A., Malik, N., & Shukla, A. (2024). Decoding individual motivations and responses to misinformation: insights from thematic analysis. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-09-2023-0312
Mishra, A., & Samu, S. (2021). Impact of fake news on social image perceptions and consumers’ behavioral intentions. Journal of Consumer Marketing, 38(6), 601–613. https://doi.org/10.1108/JCM-05-2020-3857
Muh Sakti, A. A. (2024). PENGARUH KOMUNIKASI PERSUASIF CELEBRITY ENDORSER DI PLATFORM DIGITAL TERHADAP CITRA MEREK PRODUK WARDAH. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 8(3), 1530–1546. https://doi.org/https://doi.org/10.31955/mea.v8i3
Müller, S., & Moshagen, M. (2019). Controlling for Response Bias in Self-Ratings of Personality: A Comparison of Impression Management Scales and the Overclaiming Technique. Journal of Personality Assessment, 101(3), 229–236. https://doi.org/10.1080/00223891.2018.1451870
Nabilah Hariri Putri, A., Safira Purwaningrum, N., Sari Dewi, R., Pangestuti, E., & Slamet Eko, B. S. (2024). INFLUENCERS LIABILITY TOWARDS CONSUMERS FOR PRODUCTS PROVEN TO BE OVERCLAIMED. International Proceedings Universitas Tulungagung.
Nabilla Dhinggar Arumbi, Sapto Hermawan, & Asianto Nugroho. (2024). Tanggung Jawab Pelaku Usaha Atas Overclaim Sun Protection Factor (SPF) Pada Produk Tabir Surya X. Amandemen: Jurnal Ilmu Pertahanan, Politik Dan Hukum Indonesia, 1(2), 25–34. https://doi.org/10.62383/amandemen.v1i2.127
Nasution, M. I., Fahmi, M., Jufrizen, Muslih, & Prayogi, M. A. (2020). The Quality of Small and Medium Enterprises Performance Using the Structural Equation Model-Part Least Square (SEM-PLS). Journal of Physics: Conference Series, 1477(5). https://doi.org/10.1088/1742-6596/1477/5/052052
Pennycook, G., & Rand, D. G. (2020). Who falls for fake news? The roles of bullshit receptivity, overclaiming, familiarity, and analytic thinking. Journal of Personality, 88(2), 185–200. https://doi.org/10.1111/jopy.12476
Putri, N., Prasetya, Y., Handayani, P. W., & Fitriani, H. (2023). TikTok Shop: How trust and privacy influence generation Z’s purchasing behaviors. Cogent Social Sciences, 10(1). https://doi.org/10.1080/23311886.2023.2292759
Robbiyani, N., Mulyana, R., & Abdurrahman, L. (2022). Pengujian Model Pengaruh Tata Kelola TI Terhadap Transformasi Digital dan Kinerja Asuransi C. Explore: Jurnal Sistem Informasi Dan Telematika, 13(2), 95. https://doi.org/10.36448/jsit.v13i2.2712
Roemer, E., Schuberth, F., & Henseler, J. (2021). HTMT2–an improved criterion for assessing discriminant validity in structural equation modeling. Industrial Management and Data Systems, 121(12), 2637–2650. https://doi.org/10.1108/IMDS-02-2021-0082
Sihombing, P. R., & Wijaya, L. (2024). Aplikasi SmartPLS 4.0 untuk Statistisi Pemula. https://www.researchgate.net/publication/384695683
Silver, I., Newman, G., & Small, D. A. (2021). Inauthenticity aversion: Moral reactance toward tainted actors, actions, and objects. Consumer Psychology Review, 4(1), 70–82. https://doi.org/10.1002/arcp.1064
Statista. (2022, January). TikTok shopping behavior worldwide as of January 2022. Statista.Com. https://www.statista.com/statistics/1323243/tiktok-shopping-behavior/
Sudaryanto, Suroso, I., Pansiri, J., Umama, T. L., & Hanim, A. (2021). Impact of culture, brand image and price on buying decisions: Evidence from East Java, Indonesia. Innovative Marketing, 17(1), 130–142. https://doi.org/10.21511/im.17(1).2021.11
Templer, K. J. (2020). Self-enhancement and cross-cultural adjustment: overclaiming in a global mobility context. Journal of Global Mobility, 8(2), 161–182. https://doi.org/10.1108/JGM-08-2019-0041
Widawati, A. A. L., & Elbana, M. (2024). Kajian Litelatur Review Krisis Komunikasi Hotto Purto pada Kasus Overclaim dalam Menjaga Citra Perusahaan. Jurnal Penelitian Inovatif, 4(1), 113–120. https://doi.org/10.54082/jupin.262
Xiong, L., Cho, V., Law, K. M. Y., & Lam, L. (2021). A study of KOL effectiveness on brand image of skincare products. Enterprise Information Systems, 15(10), 1483–1500. https://doi.org/10.1080/17517575.2021.1924864
Yohana F. C. P. Meilani, I. B. M. P. B., & Ian N. Suryawan, R. R. M. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412. https://doi.org/10.24912/jm.v24i3.676
Published
2025-07-15
How to Cite
Safitri, D., Indira, H., & Chaniago, H. (2025). PENGARUH OVERCLAIM PRODUK SKINCARE TERDAHAP BRAND IMAGE DI ERA DIGITAL PLATFORM TIKTOKSHOP. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(2), 1482-1498. https://doi.org/10.31955/mea.v9i2.5777
Section
Articles
Copyright (c) 2025 Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
