Pengaruh Advertising Attractiveness, Online Costumer Review, Influencer Marketing terhadap Purchase Decision Melalui Costumer Trust Selaku Variabel Intervening (Study Kasus Pada Skincare Skintific Di Yogyakarta)
STUDY KASUS PADA SKINCARE SKINTIFIC DI YOGYAKARTA
DOI:
https://doi.org/10.51903/e-bisnis.v18i1.2277Keywords:
Advertising Attractiveness, Online Customer Review, Influencer Marketing, Purchase DecisionAbstract
This study aims to determine the effect of Advertising attractiveness, Onlie costumer review, Influencer marketing, on purchase decision throught costumer trust (Case Study on SKINTIFIC in Yogyakarta). This research uses quantitative methods. The population in this study were SKINTIFIC skincare costumers in Yogyakarta who were obtained from distributing questionnaires with samples taken using nonprobabilitu sampling method, namly sampling techniques with a census so that the sample used in study was 100 responden. The results of this study indicate that: (1) Advertsing attractiveness has a positive and significant effecr on costumer trust, (2) Online costumer reviews has a positive and significant effect on costumer trust, (3) Influencer marketing has no positive and significant effect on costumer trust, (4) Advertsing attractiveness has a positive and significant effect on purchase decision, (5) Online costumer review has a positive and significant effect on purchase decision, (6) Influencer marketing has a positive and significant effect on purchase decision, (7) Costumer trust has a positive and significant effect on purchase decision, (8) Advertising attractiveness, purchase decision, and customer trust have a positive and significant effect on each other so that they can mediate between the three, (9) Online Costumer Review, purchase decision, and customer trust do not have a positive and significant effect on each other so that they cannot mediate between the three, (10) Influencer marketing, purchase decision, and customer trust do not have a positive and significant effect on each other so that they cannot mediate between the three.
References
Achamad, Buchori, Djasalim saladin. 2010. Manajemen Pemasaran. pertama. Bandung: CV. Linda Karya.
Assauri. 2018. “Pengertian Manajemen Pemasaran.” Maulya Alfika (2004): 13. http://repository.stei.ac.id/id/eprint/7248.
Brian & Webber A, Solis. 2012. “The Rise of Digital Influence: A"how-to" Guide for Businesses to Spark Desirable Effects and Outcomes Throught Social Media Influence.” In United Stated: Almiter Group.
Chin, Wynne. W. 1998. “The Partial Least Squares Approach to Structural Equation Modeling.” Modern Methods for Business Research.
CNN. 2023. “Viral, SKINTIFIC Skincare Paling Diburu Dan Raih Banyak Penghargaan.” https://www.cnnindonesia.com/gaya-hidup/202302271.
Databoks.katadata. 2023. “Produk Yang Paling Banyak Dibeli.”
Dedy Ansari, Harahap. 2018. “PERILAKU BELANJA ONLINE DI INDONESIA: STUDI KASUSU.” Jurnal Manajemen Sains Indonesia. https://doi.org/10.21009/JRMSI.009.2.02.
Djatnika, Tjejep. 2007. Komuiskasi Pemasaran. Bandung: PT. Remaja Rosdakarya.
Eko, Putra. 2017. “Diterima 5.”
Fajarini, Agustina, and Lista Meria. 2020. “Pengaruh Kualitas Pelayanan Terhadap Kepercayaan Dan Loyalitas Pelanggan Dimediasi Kepuasan Pelanggan (Studi Kasus Klinik Kecantikan Beauty INC).” Jurnal Ekonomi 1(2): 481–91.
Farki, Ahmad, and Imam Baihaqi. 2016. “Pengaruh Online Customer Review Dan Rating Terhadap Kepercayaan Dan Minat Pembelian Pada Online Marketplace Di Indonesia.” Jurnal Teknik ITS 5(2). doi:10.12962/j23373539.v5i2.19671.
“Https://Trends.Google.Com.” 2024.
Imam dan Hengky Latan, Ghozali. 2020. Partial Least Square Konsep, Teknik Dan Aplikasi Menggunakan Program SmartPLs 3.0. 2nd ed. Semarang: Badan Penerrbit-Undip.
Islam, Jurnal Ekonomi, Irwilda Mahliza, Ali Husein, Tony Gunawan, Universita Muhammadiyah, and Sumatera Utara. 2020. “Analisis Strategi Pemasaran Online.” Al-Sharf: Jurnal Ekonomi Islam 1(3): 250–64. doi:10.56114/al-sharf.v1i3.98.
Kotler dan kevin Lane Keller, Phlip. 2016. Manajemen Pemasaran. 12th ed. jakarta: PT.indeks.
Kotler, Gary&Philip Amstrong. 2012. Dasa-Dasar Manajemen. Jilid 1 Al. Jakarta: prenhalindo.
Lackermair, Georg, Daniel Kailer, and Kenan Kanmaz. 2013. “Importance of Online Product Reviews from a Consumer’s Perspective.” Advances in Economics and Business 1(1): 1–5. doi:10.13189/aeb.2013.010101.
Leon G.Schiffmann, Laslie Lazer Kanuk. 2008. Perilaku Konsumen. Ed 7. USA: Pearson prentice hall.
Lutfi, Llaili. 2020. “PENGARUH KEPERCAYAAN KONSUMEN, KEHANDALAN, DAN JAMINAN TERHADAP KEPUTUSAN PENGGUNA JASA (Studi Pada KP JNE Mojoagung).” Paper Knowledge . Toward a Media History of Documents: 12–18.
Mowen, Minor dan. 2012. Peilaku Konsumen. Kelima (Te. jakarta: Erlangga.
Murty, Dea, Imroatul Khasanah, and Jurusan Manajemen. 2015. “Analisis Pengaruh Harga, Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Air Minum Dalam Kemasan Merek Pelangi Kemasan 600Ml Di Semarang.” Diponegoro Journal of Management 4(2): 1–11. http://ejournal-s1.undip.ac.id/index.php/dbr.
Nadya, Nadya. 2016. “Peran Digital Marketing Dalam Eksistensi Bisnis Kuliner Seblak Jeletet Murni.” Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT 1(2): 133–44. doi:10.36226/jrmb.v1i2.17.
Philip, Kotler. 2008. Manajemen Pemasaran. Millineum. Jakarta: PT. Prehallindo.
Philip Kotler, Kevin Lane Keller. 2020. Manajemen Pemasaran. Jilid 1.
Rahmawati, Suci. 2023. “ONLINE CUSTOMER REVIEW (OCRs) DAN RATING: STUDI KASUS PEMBELIAN KOSMETIK DI SHOPEE.” Stie Indonesia Jakrta: 7–8.
Sabila. 2019. “Digital Marketing Digital Marketing.” In Semarang, 8–31. http://www.karyailmiah.trisakti.ac.id/uploads/kilmiah/dosen/2_E-BOOK_DIGITAL_MARKETING.pdf#page=7.
Sugiyono. 2018. Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Ban: Alfabeta.
Sumarwan. 2011. Perilaku Konsumen. jakarta: Ghalia.
Suryanto. 2005. Strategi Perancangan Iklan Televisi Perusahaan Top Dunia. Yogyakarta: Andi.
