Pengaruh Celebrity Endorsement dan Online Customer Review terhadap Minat Pembelian Ulang dan Kepercayaan Konsumen pada Skincare Scarlett Whitening di Online Shop Tiktok
DOI:
https://doi.org/10.38035/jim.v2i4.615Keywords:
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. Penelitian ini menggunakan metode penelitian kuantitatif dengan objek yang digunakan yaitu mahasiswa/mahasiswi Universitas Bhayangkara Jakarta Raya. Sampel yang digunakan dalam penelitian ini yaitu 200 responden. Alat olah data yang digunakan yaitu menggunakan aplikasi/software SmartPLS 4.0 dengan menggunakan model SEM (Structural Equitation Model). 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. Berdasarkan data yang telah diolah, hasil menyimpulkan bahwa celebrity endorsement berpengaruh terhadap kepercayaan konsumen dan minat pembelian ulang, online customer review berpengaruh terhadap kepercayaan konsumen dan minat pembelian ulang, dan minat pembelian ulang tidak berpengaruh terhadap kepercayaan konsumen.
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