Influencer Endorsement and Customer Review on Purchase Intention Role of Trust as Mediator (doi:10.34820/FK2/VLJISJ)

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Part 1: Document Description
Part 2: Study Description
Part 3: Data Files Description
Part 4: Variable Description
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Document Description

Citation

Title:

Influencer Endorsement and Customer Review on Purchase Intention Role of Trust as Mediator

Identification Number:

doi:10.34820/FK2/VLJISJ

Distributor:

Telkom University Dataverse

Date of Distribution:

2024-03-29

Version:

1

Bibliographic Citation:

Telkom University, RISKI TAUFIK HIDAYAH, 2024, "Influencer Endorsement and Customer Review on Purchase Intention Role of Trust as Mediator", https://doi.org/10.34820/FK2/VLJISJ, Telkom University Dataverse, V1, UNF:6:AAuqOmYWS5cIxL0iKDxDTg== [fileUNF]

Study Description

Citation

Title:

Influencer Endorsement and Customer Review on Purchase Intention Role of Trust as Mediator

Identification Number:

doi:10.34820/FK2/VLJISJ

Authoring Entity:

Telkom University, RISKI TAUFIK HIDAYAH (Fakultas Ekonomi dan Bisnis : ICT Based Management (IBM))

Distributor:

Telkom University Dataverse

Access Authority:

Telkom University, RISKI TAUFIK HIDAYAH

Depositor:

Telkom University, RISKI TAUFIK HIDAYAH

Date of Deposit:

2024-03-29

Study Scope

Keywords:

Business and Management

Abstract:

Wardah as a local brand, offers a variety of sunscreen products to protect the skin from the sun and pollution. Wardah utilizes diverse marketing strategies, including electronic word of mouth, which includes customer reviews and influencer endorsement. However, data from the Top Brand survey indicates a decline in the brand index in the sunblock cream subcategory in the years 2022-2023. Therefore, this research is conducted to understand the influence of Wardah's marketing, whether through influencer endorsement or customer reviews, on the purchase intention of Wardah sunscreen, with the moderating variable of trust in this relationship. The population in this study consists of consumers who are aware of and have an interest in Wardah sunscreen products. The sampling technique employed is non-probability sampling, specifically utilizing the purposive sampling method. All collected data are analyzed using SEM-PLS with Smart-PLS. It was found that customer reviews have a positive and significant influence on the purchase intention of Wardah sunscreen products. Meanwhile, influencer endorsement does not have a significant positive influence on the purchase intention of Wardah sunscreen products. Trust, whether in influencer endorsement or customer reviews, does not exhibit a moderating impact but has a direct influence.

Methodology and Processing

Sources Statement

Data Access

Notes:

CC0 Waiver

Other Study Description Materials

File Description--f18317

File: Influencer Endorsement and Customer Review on Purchase Intention Role of Trust as Mediator.tab

  • Number of cases: 385

  • No. of variables per record: 15

  • Type of File: text/tab-separated-values

Notes:

UNF:6:AAuqOmYWS5cIxL0iKDxDTg==

Variable Description

List of Variables:

Variables

CR01

f18317 Location:

Summary Statistics: StDev 1.153751175467125; Mean 3.953246753246754; Max. 5.0; Min. 1.0; Valid 385.0

Variable Format: numeric

Notes: UNF:6:7qZvNAT12M1dTzs9l/pF7g==

CR02

f18317 Location:

Summary Statistics: Min. 1.0; StDev 1.1670357332135977; Max. 5.0; Valid 385.0; Mean 3.9116883116883128;

Variable Format: numeric

Notes: UNF:6:tDJRwXfzlHCijeYywf7qHg==

CR03

f18317 Location:

Summary Statistics: Min. 1.0; Valid 385.0; Mean 4.015584415584417; Max. 5.0; StDev 1.294928502597662

Variable Format: numeric

Notes: UNF:6:zjTALWVXTqB7FdECfxCrQw==

CR04

f18317 Location:

Summary Statistics: StDev 1.2620898030630259; Max. 5.0; Valid 385.0; Mean 3.922077922077922; Min. 1.0

Variable Format: numeric

Notes: UNF:6:YTijPYI9LbkHFZNuzAT6dg==

IE01

f18317 Location:

Summary Statistics: Min. 1.0; StDev 1.3435401401614762; Max. 5.0; Valid 385.0; Mean 3.446753246753247

Variable Format: numeric

Notes: UNF:6:k4RKNXCOjNphpU377ClkKQ==

IE02

f18317 Location:

Summary Statistics: StDev 1.3911536369353505; Max. 5.0; Min. 1.0; Valid 385.0; Mean 3.446753246753247

Variable Format: numeric

Notes: UNF:6:3wSAFdShwiNLFaK5P12BsA==

IE03

f18317 Location:

Summary Statistics: StDev 1.5632411662065926; Max. 5.0; Mean 3.623376623376624; Valid 385.0; Min. 1.0

Variable Format: numeric

Notes: UNF:6:2grLh31S2PlfpqdJ+RDnVA==

IE04

f18317 Location:

Summary Statistics: Max. 5.0; Min. 1.0; Mean 3.511688311688312; StDev 1.5564026051327693; Valid 385.0

Variable Format: numeric

Notes: UNF:6:pKyKhV05YWMX0MX59oddJQ==

TR01

f18317 Location:

Summary Statistics: Max. 5.0; StDev 1.2347938731184676; Mean 3.7636363636363632; Min. 1.0; Valid 385.0;

Variable Format: numeric

Notes: UNF:6:NQbuwgWEsFoeh+8Gmz4QTQ==

TR02

f18317 Location:

Summary Statistics: Mean 3.771428571428571; Valid 385.0; StDev 1.2581874718362576; Max. 5.0; Min. 1.0;

Variable Format: numeric

Notes: UNF:6:fIbfwFHOtpp20jP2322Vtw==

TR03

f18317 Location:

Summary Statistics: Min. 1.0; StDev 1.3200757963939467; Valid 385.0; Mean 3.8103896103896107; Max. 5.0

Variable Format: numeric

Notes: UNF:6:52TnAg3nW8OpmLtZ151NWw==

PI01

f18317 Location:

Summary Statistics: Valid 385.0; Min. 1.0; Mean 3.454545454545455; StDev 1.336053097293621; Max. 5.0

Variable Format: numeric

Notes: UNF:6:rnfsrudOHJGJ5pe9UhGk8A==

PI02

f18317 Location:

Summary Statistics: Mean 3.457142857142858; Valid 385.0; Max. 5.0; Min. 1.0; StDev 1.3933836001413467

Variable Format: numeric

Notes: UNF:6:iIxUfTEnGl2MAVH1hcjZ4Q==

PI03

f18317 Location:

Summary Statistics: Max. 5.0; Valid 385.0; StDev 1.5362370750145804; Min. 1.0; Mean 3.6441558441558444

Variable Format: numeric

Notes: UNF:6:MZ63eXlvYV4fI3lQF/2LkA==

PI04

f18317 Location:

Summary Statistics: StDev 1.5392809433338779; Min. 1.0; Max. 5.0; Valid 385.0; Mean 3.5324675324675323

Variable Format: numeric

Notes: UNF:6:J08pv02kH0gCz0rr3nBilA==