PERAN PERCEIVED VALUE DALAM MEMEDIASI PENGARUH BRAND IMAGE TERHADAP WILLINGNESS TO PAY A HIGHER PRICE DI PLATFORM TIKTOK SHOP (Studi Pada Konsumen Produk Serum Merek Somethinc) 

THE ROLE OF PERCEIVED VALUE IN MEDIATING THE EFFECT OF BRAND IMAGE ON WILLINGNESS TO PAY A HIGHER PRICE ON THE TIKTOK SHOP PLATFORM (A Study on Consumers of Somethinc Serum Products)

Pemulihan perekonomian Indonesia pasca pandemi dan percepatan digitalisasi mendorong pertumbuhan e-commerce, termasuk berkembangnya social commerce TikTok Shop. Pada platform ini, kategori kosmetik, khususnya produk serum wajah, menunjukkan pertumbuhan signifikan dengan Somethinc sebagai merek lokal dengan penjualan tertinggi meskipun memiliki harga relatif lebih tinggi. Kondisi tersebut mengindikasikan adanya willingness to pay a higher price dari konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh brand image terhadap willingness to pay a higher price dengan perceived value sebagai variabel mediasi pada konsumen produk serum Somethinc di TikTok Shop. Penelitian ini menggunakan pendekatan kuantitatif dengan desain conclusive research. Data dikumpulkan melalui survei online dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap perceived value dan willingness to pay a higher price, serta perceived value mampu memediasi secara signifikan pengaruh brand image terhadap willingness to pay a higher price.

Kata Kunci: Brand Image, Perceived Value, Willingness to Pay a Higher Price, TikTok Shop, Somethinc, SEM-PLS

Indonesia’s post-pandemic economic recovery and the acceleration of digitalization have driven the growth of e-commerce, including the rapid development of social commerce through TikTok Shop. On this platform, the cosmetics category, particularly facial serum products, has shown significant growth, with Somethinc emerging as the local brand with the highest sales despite its relatively higher price compared to competitors. This condition indicates consumers’ willingness to pay a higher price. This study aims to analyze the effect of brand image on willingness to pay a higher price, with perceived value as a mediating variable among consumers of Somethinc serum products on TikTok Shop. This research employs a quantitative approach with an conclusive research design. Data were collected through an online survey and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results show that brand image has a positive and significant effect on perceived value and willingness to pay a higher price, and that perceived value significantly mediates the effect of brand image on willingness to pay a higher price.

Keywords: Brand Image, Perceived Value, Willingness to Pay a Higher Price, TikTok Shop, Somethinc, SEM-PLS