Memahami Pilihan Skincare Lokal Gen Z Melalui Reputasi dan Citra Toko
Sebuah Studi Kasus di Jabodetabek
Kata Kunci:
Reputasi perusahaan, citra toko, kepercayaan, persepsi resiko, Gen Z, perawatan kulit, IndonesiaAbstrak
Penelitian ini menelaah bagaimana reputasi perusahaan dan citra toko memengaruhi pilihan Generasi Z terhadap produk perawatan kulit lokal di wilayah Jabodetabek, dengan kepercayaan dan persepsi risiko sebagai pertimbangan utama. Dengan menggunakan desain studi kasus kualitatif, data dikumpulkan melalui wawancara semi-terstruktur dengan 15 konsumen Gen Z yang telah membeli produk perawatan kulit lokal dalam enam bulan terakhir. Analisis tematik mengungkap empat tema utama: reputasi sebagai sinyal kepercayaan, citra toko dan pengalaman ritel, kepercayaan dan risiko dalam keputusan pembelian, serta proses pengambilan keputusan hibrida pada Gen Z. Temuan menunjukkan bahwa reputasi, khususnya ketika diperkuat oleh sertifikasi halal dan visibilitas melalui influencer, meningkatkan kepercayaan, sementara citra toko yang positif—melalui tata letak yang bersih, display produk yang terorganisasi, dan suasana yang ramah media sosial—mengurangi persepsi risiko. Kepercayaan muncul sebagai mediator yang menghubungkan reputasi dan citra toko dengan keputusan pembelian, sedangkan persepsi risiko tetap menjadi hambatan ketika keaslian produk diragukan. Pentingnya, konsumen Gen Z memadukan validasi daring (misalnya, ulasan TikTok, opini teman sebaya) dengan pengalaman belanja luring, sehingga menciptakan jalur pengambilan keputusan hibrida yang unik. Penelitian ini berkontribusi pada literatur dengan memberikan bukti kualitatif tentang interaksi isyarat merek yang bersifat intangible dalam konteks skincare di Indonesia serta memberikan rekomendasi praktis bagi merek lokal untuk memperkuat reputasi, membangun citra toko yang kredibel, meminimalkan persepsi risiko, dan mengintegrasikan strategi daring dan luring untuk menarik konsumen Gen Z.
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