Salu, Febby Setiawan (2024) PERANAN BRAND TRUST DALAM MEMEDIASI PENGARUH ONLINE CUSTOMER REVIEWS DAN CELEBRITY ENDORSEMENT PADA PURCHASE INTENTION PRODUK HERBORIST DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) Febby Setiawan Salu (NPM. 115210095)
(B) The Role of Brand Trust in Mediating the Influence of Online Customer Review
and Celebrity Endorsement on Purchase Intention of Herborist Products in
Jakarta
(C) Xviii + 88 pages, 31 tables, 9 pictures, 5 attachments
(D) Marketing
(E) Abstract: The beauty industry in Indonesia has been experiencing rapid growth,
driven by a young population and increasing awareness of the importance of
skincare. One prominent brand in this industry is Herborist, which employs
marketing strategies such as online customer review and celebrity
endorsements to boost purchase intention. Among the celebrities used by
Herborist is Fuji, a public figure widely recognized on social media. This study
aims to explore the role of brand trust in mediating the influence of online
customer review and celebrity endorsement on the purchase intention of
Herborist products in Jakarta. Data were collected through an online
questionnaire using a Likert scale, involving 160 respondents selected through
purposive sampling. The analysis was conducted using the Structural Equation
Modeling (SEM) method with SmartPLS 4 software. The findings indicate that
online customer review and celebrity endorsements significantly and positively
impact brand trust and purchase intention. Furthermore, the results confirm
that brand trust acts as a partial mediator in the relationship between these
marketing strategies and purchase intention. This means that while online
customer review and celebrity endorsements have a direct influence on
purchase intention, part of their impact is mediated by brand trust. These
findings highlight the effectiveness of public figures like Fuji as endorsers in building brand trust and enhancing consumers' purchase intentions. This
research provides strategic insights for Herborist and other cosmetic brands to
optimize digital and celebrity-based marketing approaches.
(F) Keywords: Brand Trust, Celebrity Endorsement, Herborist, Online Customer
Review, Purchase Intention
(G) References: 43 (1991–2024)
(H) Galuh Mira Saktiana, S.E., M.Sc., Dr.

(A) Febby Setiawan Salu (NPM. 115210095)
(B) Peranan Brand Trust dalam Memediasi Pengaruh Online Customer Review dan
Celebrity Endorsement pada Purchase Intention Produk Herborist di Jakarta
(C) Xviii + 88 halaman, 31 tabel, 9 gambar, 5 lampiran
(D) Pemasaran
(E) Abstrak: Industri kecantikan di Indonesia mengalami pertumbuhan pesat,
didukung oleh populasi muda dan meningkatnya kesadaran akan pentingnya
perawatan kulit. Salah satu merek yang aktif dalam industri ini adalah Herborist,
yang menggunakan strategi pemasaran seperti online customer review dan
celebrity endorsement untuk meningkatkan purchase intention. Salah satu
celebrity yang digunakan oleh Herborist adalah Fuji, figur publik yang dikenal
luas di media sosial. Penelitian ini bertujuan mengeksplorasi peran brand trust
dalam memediasi pengaruh online customer review dan celebrity endorsement
terhadap purchase intention produk Herborist di DKI Jakarta. Data
dikumpulkan melalui kuesioner online menggunakan skala Likert dan
melibatkan 160 responden yang dipilih dengan teknik purposive sampling.
Analisis 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, hasil analisis
membuktikan bahwa brand trust berperan sebagai mediator parsial dalam
hubungan antara kedua strategi pemasaran tersebut dengan purchase intention.
Artinya, online customer review dan celebrity endorsement tetap memberikan
pengaruh langsung terhadap purchase intention, meskipun sebagian
pengaruhnya dimediasi oleh brand trust. Hasil ini menekankan bahwa
keberadaan figur publik seperti Fuji sebagai endorser efektif dalam membangun kepercayaan merek dan memperkuat niat beli konsumen. Penelitian ini
memberikan wawasan strategis bagi Herborist dan merek kosmetik lainnya
untuk mengoptimalkan pemasaran berbasis digital dan selebriti.
(F) Kata Kunci: Brand Trust, Celebrity Endorsement, Herborist, Online Customer
Review, Purchase Intention
(G) Daftar Pustaka: 43 (1991–2024)
(H) Galuh Mira Saktiana, S.E., M.Sc., Dr.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 12 Jun 2025 02:35
Last Modified: 12 Jun 2025 02:35
URI: https://repotest.untar.ac.id/id/eprint/47117

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