Pengaruh Customer Review Dan Influencer Endorsement Terhadap Purchase Intention Dengan Trust Sebagai Variabel Moderasi Pada Produk Esteh
Abstract
Di era modern saat ini, dengan berkembangnya teknologi internet menyebabkan banyak perusahaan menggunakan pemasaran digital untuk menarik pelanggan baru dan menjaga kesetiaan pelanggan. Salah satu perusahaan yang menerapkan pemasaran digital yaitu Esteh dengan menggunakan platform Instagram. Penelitian ini bertujuan untuk menyelidiki pengaruh eWOM yang meliputi customer review dan influencer endorsement terhadap purchase intention melalui trust sebagai variabel moderasi pada produk Esteh Indonesia. Data empirik didapatkan melalui survei terhadap pengikut Instagram Esteh dengan sampel sebanyak 400 responden menggunakan teknik non-probability sampling. Responden diminta untuk memberi penilaian dengan skala lima terhadap 15 item pertanyaan. Hubungan kausal antar variabel menghasilkan 4 hipotesis (dua hipotesis langsung dan dua hipotesis tidak langsung) dan pengolahan data menggunakan software SmartPLS. Hasil dari penelitian ini menunjukkan bahwa customer review dan influencer endorsement berpengaruh positif terhadap purchase intention produk Esteh Indonesia. Kata Kunci-customer review, influencer, purchase intention, trustReferences
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