PENGARUH CUSTOMER REVIEW DAN INFLUENCER REVIEW TERHADAP PURCHASE INTENTION DENGAN TRUST SEBAGAI VARIABEL MODERASI PADA PRODUK SCARLETT WHITENING DI KOTA PADANG

Authors

Diah Dilita Putri Universitas Negeri Padang
Mike Yolanda Universitas Negeri Padang

DOI:

Keywords:

Customer review, Influencer review, Trust, Purchase intention, Scarlett Whitening.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh customer review dan influencer review terhadap purchase intention, dengan trust sebagai variabel moderasi pada produk Scarlett Whitening di Kota Padang. Penurunan penjualan dan performa brand Scarlett dalam beberapa tahun terakhir mendorong pentingnya evaluasi terhadap strategi pemasaran digital, khususnya melalui ulasan pelanggan dan influencer. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, dan data dikumpulkan dari 154 responden yang memenuhi kriteria purposive sampling, yaitu individu berdomisili di Kota Padang yang belum pernah membeli namun berniat membeli produk Scarlett Whitening. Pengolahan data dilakukan dengan menggunakan teknik analisis Structural Equation Modeling (SEM) melalui software SmartPLS 4. Hasil penelitian menunjukkan bahwa customer review dan influencer review memiliki pengaruh positif dan signifikan terhadap purchase intention. Selain itu, trust tidak memoderasi pengaruh customer review dan influencer review terhadap purchase intention. Temuan ini menekankan pentingnya membangun kepercayaan konsumen serta memperhatikan kualitas dan kredibilitas review dalam meningkatkan niat beli. Penelitian ini memberikan implikasi strategis bagi pelaku bisnis dalam merancang kampanye pemasaran digital yang lebih efektif, khususnya dalam industri kecantikan.

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