The Role of Brand Trust in Influencing Purchase Intention through Review and Endorsement
Article Sidebar
Read Counter : 25
Download : 19
Main Article Content
Abstract
Industri kecantikan di Indonesia mengalami pertumbuhan pesat, didukung oleh populasi muda dan kesadaran akan pentingnya perawatan kulit. Untuk meningkatkan minat beli konsumen, perusahaan kosmetik menggunakan berbagai strategi pemasaran, termasuk online customer review dan celebrity endorsement. Penelitian ini bertujuan untuk mengeksplorasi peran brand trust dalam memediasi pengaruh online customer review dan celebrity endorsement terhadap purchase intention pada produk perawatan tubuh di DKI Jakarta. Metode penelitian yang digunakan adalah deskriptif dengan pengumpulan data melalui kuesioner online (g-form) yang diisi oleh 160 responden yang memenuhi kriteria menggunakan teknik purposive sampling. Kuesioner menggunakan skala Likert 1-6 untuk mengukur variabel, dan analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) dengan software SmartPLS 4. Hasil penelitian menunjukkan bahwa online customer review dan celebrity endorsement memiliki pengaruh positif signifikan terhadap brand trust dan purchase intention. Selain itu, brand trust memediasi secara signifikan pengaruh online customer review dan celebrity endorsement terhadap purchase intention. Kesimpulan penelitian ini menekankan pentingnya brand trust dalam memperkuat niat beli konsumen melalui strategi pemasaran berbasis ulasan online dan dukungan selebriti dalam rangka memperkuat posisinya di pasar yang semakin kompetitif.
The beauty industry in Indonesia has experienced rapid growth, supported by a young population and an increasing awareness of the importance of skincare. To enhance consumer purchase intention, cosmetic companies employ various marketing strategies, including online customer reviews and celebrity endorsement. This study aims to explore the role of brand trust in mediating the influence of online customer reviews and celebrity endorsement on purchase intention for body care products in DKI Jakarta. The research method used is descriptive, with data collected through an online questionnaire (g-form) filled out by 160 respondents who met the criteria using purposive sampling. The questionnaire utilized a 1-6 Likert scale to measure variables, and data analysis was performed using Structural Equation Modeling (SEM) with SmartPLS 4 software. The results of the study show that online customer reviews and celebrity endorsement have a significant positive impact on brand trust and purchase intention. Furthermore, brand trust was found to play a significant mediating role between online customer reviews, celebrity endorsement, and purchase intention. The conclusion of this study emphasizes the importance of brand trust in strengthening consumer purchase intention through marketing strategies based on online reviews and celebrity endorsement in order to strengthen their position in an increasingly competitive market.
Article Details
Section
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.,/p>
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Bevan-Dye, A. L. (2020). Antecedents of generation Y consumers’ usage frequency of online consumer reviews. Spanish Journal of Marketing - ESIC, 24(2), 193-212. https://doi.org/10.1108/SJME-12-2019-0102
Bougie, R., & Sekaran, U. (2020). Research methods for business: a skill building approach, 8th edition. Hoboken: John Willey & Sons, Inc.
Chaudhuri, A., & Holbrook, M. B. (2001), "The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty," Journal Marketing. Vol. 65, No. 2, pp. 81-94.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis, 8th edition. Harlow: Pearson Education Limited.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Third Edition. Thousand Oaks: SAGE Publications, Inc.
Hasan, G., & Elviana, E. (2023). Pengaruh Brand Image, Celebrity Endorsement, EWOM, Brand Awareness Dan Social Media Communication Terhadap Purchase Intention Dengan Brand Trust Sebagai Variabel Mediasi Pada Pengguna Smartphone Di Kota Batam. Management Studies and Entrepreneurship Journal, 4(1), 606-615.
Herjanto, H., Adiwijaya, M., Wijaya, E., & Semuel, H. (2020). The Effect of Celebrity Endorsement on Instagram Fashion Purchase Intention: The Evidence from Indonesia. Organizations and Markets in Emerging Economics, 11(1), 203-221. https://doi.org/10.15388/omee.2020.11.31
Hu, H., Zhang, D., & Wang, C. (2019). Impact of social media influencers’ endorsement on application adoption: A trust transfer perspective. Social Behavior and Personality, 47(11). https://doi.org/10.2224/sbp.8518
Kementerian Koordinator Bidang Perekonomian. (2024). “Hasilkan Produk Berdaya Saing Global, Industri Kosmetik Nasional Mampu Tembus Pasar Ekspor dan Turut Mendukung Penguatan Blue Economy”. Available at: https://www.ekon.go.id/publikasi/detail/5626/hasilkan-produk-berdaya-saing-global-industri-kosmetik-nasional-mampu-tembus-pasar-ekspor-dan-turut-mendukung-. diakses pada tanggal September 8, 2024.
Kusdayanti, P. A., & Nugroho, R. H. (2023). Pengaruh Brand Image dan Celebrity Endorser Terhadap Purchase intention Melalui Brand Trust Sebagai Variabel Intervening (Studi Pada Konsumen Scarlett Whitening di Surabaya). Management Studies and Entrepreneurship Journal, 4(3), 3143-3151.
Macheka, T., Quaye, E. S., & Ligaraba, N. (2024). The effect of Online Customer Reviews and Celebrity Endorsement on young female consumers’ Purchase intention. Young Consumers, Vol. 25 No. 4, pp. 462-482. https://doi.org/10.1108/YC-05-2023-1749
Mammadli, G. (2021). The Role Of Brand Trust in The Impact Of Social Media Influencers On Purchase Intention. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3834011
Mud, N. N. N., Hairani, N., Ibrahim, A. N., Kamaruddin, M., & Hasan, H. (2020), “Factors influencing young female purchase intention towards local cosmetics product in Malaysia”, International Journal of Modern Trends in Social Sciences, Vol. 3 No. 11, pp. 1-12.
Nuriska, W., & Cokki, C. (2024). Peran selebriti, ulasan, dan keamanan bahan terhadap niat beli produk perawatan kulit. Jurnal Manajerial dan Kewirausahaan, 6(3), 744-752. https://doi.org/10.24912/jmk.v6i3.31607
Prabarani, D. (2024). Pengaruh celebrity endorsement terhadap minat beli dengan citra merek dan kepercayaan merek sebagai variabel mediasi (studi pada skintific di daerah istimewa yogyakarta). Doctoral dissertation, Universitas Muhammadiyah Yogyakarta.
Rosyada, M. A., & Saktiana, G. M. (2024). Membangun purchase intention dengan faktor safety ingredients, online customer review, dan brand awareness pada produk N'pure di wilayah Jabodetabek. Jurnal Manajerial dan Kewirausahaan, 6(3), 828-838. https://doi.org/10.24912/jmk.v6i3.31616
Sufian, A., Min, C. S., Murad, M. A., & Aziz, N. A. (2020). The impact of social media marketing on sales performance of small online business. European Journal of Molecular & Clinical Medicine, 7(3), 922-940.
Suhardi, D., & Irmayanti, R. (2019). Pengaruh celebrity endorser, citra merek, dan kepercayaan merek terhadap minat beli konsumen. Jurnal Inspirasi Bisnis Dan Manajemen, 3(1), 53.
Tatael, M. V., Soegoto, A. S., & Poluan, J. G. (2022). Analisis Pengaruh Kualitas Produk dan Review Online Yang Di Mediasi Oleh Niat Beli Terhadap Kepuasan Konsumen Es Cream Aice (Studi Pada Konsumen Milenial di Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(2), 124-134.
Wibowo, N. A., & Safitri, K. (2022). Trust Memediasi Online Customer Review Dan Rating Terhadap Purchase intention Melalui Martketplace Shopee. Eqien-Jurnal Ekonomi Dan Bisnis, 11(04), 201-207.
Wijaya, V. & Keni. (2022). Pengaruh celebrity endorsement terhadap purchase intention, mediasi brand trust dan brand attitude pada produk skincare. Jurnal Muara Ilmu Ekonomi dan Bisnis, 6(2), 274-287. https://doi.org/10.24912/jmieb.v6i2.19301