Pengaruh Celebrity Endorsement, Online Customer Review, dan Minat Pembelian Ulang Terhadap Kepercayaan Konsumen Pada Skincare Scarlett Whitening di Online Shop Tiktok
DOI:
https://doi.org/10.38035/jim.v3i1.555Keywords:
Celebrity Endorsement, Online Customer Review, Minat Beli Ulang, Kepercayaan, BoikotAbstract
Artikel ini membahas Pengaruh Celebrity Endorsement, dan Online Customer Review Melalui Minat Beli Skincare Scarlett Terhadap Kepercayaan Di Online Shop Tiktok. Fenomena yang ada pada penelitian ini yaitu terjadinya pemboikotan. Boikot merupakan sebuah tindakan atau strategi yang dilakukan individu, kelompok, atau masyarakat untuk mengekspresikan ketidak setujuan atau protes terhadap suatu entitas, seperti perusahaan, produk, layanan, atau individu, dengan cara sengaja menolak terlibat secara aktif dengan entitas tersebut. Dalam penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif, teknik pengumpulan data yang digunakan peneliti yaitu data sekunder dan data primer.
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