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

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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]

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Description

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. (2024-1-13)

Subject

Business and Management

	1 File
	Influencer Endorsement and Customer Review on Purchase Intention Role of Trust as Mediator.tab Tabular Data - 22.6 KB - Mar 29, 2024 - 15 Downloads 15 Variables, 385 Observations - UNF:6:AAuqOmYWS5cIxL0iKDxDTg==	Access File Download Options Original File Format (MS Excel Spreadsheet) Tab-Delimited RData Format Variable Metadata Data File Citation RIS EndNote XML BibTeX

Citation Metadata

Dataset Persistent ID	doi:10.34820/FK2/VLJISJ
Publication Date	2024-03-29
Title	Influencer Endorsement and Customer Review on Purchase Intention Role of Trust as Mediator
Author	Telkom University, RISKI TAUFIK HIDAYAH (Fakultas Ekonomi dan Bisnis : ICT Based Management (IBM))
Contact	Use email button above to contact. Telkom University, RISKI TAUFIK HIDAYAH (Fakultas Ekonomi dan Bisnis : ICT Based Management (IBM))
Description	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. (2024-1-13)
Subject	Business and Management
Depositor	Telkom University, RISKI TAUFIK HIDAYAH
Deposit Date	2024-03-29

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