Membangun Intensi Membeli Tumbler: Peran Ulasan Pelanggan Online dan Influencer Endorsement Melalui Trust
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh ulasan pelanggan online dan influencer endorsement terhadap intensi membeli tumbler di Jabodetabek. Sampel penelitian ini diperoleh melalui purposive sampling yang berjumlah sebanyak 150 responden. Metode pengumpulan data pada penelitian ini didapatkan melalui media kuesioner secara online melalui Google Forms dan menggunakan skala likert 5 poin. Data yang didapatkan diolah melalui metode PLS-SEM melalui aplikasi SmartPLS 4. Hasil penelitian ini menunjukkan bahwa ulasan pelanggan online berpengaruh secara signifikan terhadap intensi membeli dan trust, sedangkan influencer endorsement tidak memiliki pengaruh signifikan terhadap intensi membeli, tetapi berpengaruh positif dan signifikan terhadap trust. Selain itu, trust memiliki pengaruh signifikan terhadap intensi membeli dan mampu memediasi pengaruh kedua variabel independen terhadap intensi membeli.
This research aims to examine the influence of online customer reviews and influencer endorsements on the intention to buy a tumbler in Jabodetabek. This research sample was selected by using purposive sampling from 150 respondents. The data collection method in this study was online questionnaire by using Google Forms and a 5-point likert scale. The data obtained is analyzed through the PLS-SEM method by using the SmartPLS 4 application. The results of this study show that online customer reviews have a significant effect on buying intentions and trust, while influencer endorsement does not have a significant effect on buying intentions, but has a positive and significant effect on trust. Moreover, rust has a significant influence on buying intentions and is able to mediate influence of both independent variables on buying intentions.
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