Peran Selebriti, Ulasan, dan Keamanan Bahan terhadap Niat Beli Produk Perawatan Kulit
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Abstract
di Jakarta, teknik pemilihan sampel menggunakan convenience sampling, teknik pengumpulan data dengan kuesioner dan teknik analisis data menggunakan PLS-SEM. Penelitian ini menemukan hasil bahwa niat beli dipengaruhi secara langsung dan tidak langsung oleh dukungan selebriti kemudian secara tidak langsung oleh ulasan pelanggan online dan keamanan bahan melalui kepercayaan merek sebagai mediator.
The beauty industry is currently highly competitive with an estimated annual growth of around 4,59%. This research addresses the knowledge gap in previous studies by delving deeper into consumer intentions to purchase a product and complementing earlier studies that have limited exploration of safety variables in skincare products. The aim of this study is to examine the influence of celebrity endorsements, online customer reviews, and ingredient safety on purchase intentions, both directly and indirectly through brand trust. The study sample consists of 202 Herborist customers in Jakarta, employing convenience sampling for sample selection, a questionnaire for data collection, and PLS-SEM for data analysis. The findings reveal that purchase intentions are directly and indirectly influenced by celebrity endorsements, followed by indirect influences from online customer reviews and ingredient safety through brand trust as a mediator.
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