Pengaruh Pemasaran pada Media Sosial dan Ulasan Pelanggan Online Terhadap Niat Beli Dimediasi oleh Kepercayaan Pelanggan: Studi Pada Pengikut Media Sosial Produk Kosmetik di Wilayah Jakarta

Abstract

The purpose of this research is to investigate the effect of social media marketing on customer
trust, online customer review on customer trust, social media marketing on purchase intention,
online customer review on purchase intention and customer trust on purchase intention of
Scarlett Whitening's social media followers in the Jakarta area. The research data was
collected by distributing questionnaires to Scarlett Whitening's social media followers and the
sample of this study was 245 respondents. Researchers used Lisrel version 8.8 as a SEM
application to process and analyze research data. The results of the study show a positive and
significant influence between Social Media Marketing on Customer Trust, Online Customer
Reviews have a significant effect on Customer Trust, Social Media Marketing has a significant
effect on Purchase Intention, Online Customer Reviews have a significant influence on
Purchase Intention, and Customer Trust has a significant effect on Purchase Intention to
Scarlett Whitening online store.

Tujuan dari penelitian ini adalah untuk melihat pengaruh social media marketing terhadap
customer trust, online customer review terhadap customer trust, social media marketing
terhadap purchase intention, online customer review terhadap purchase intention serta
customer trust terhadap purchase intention pada pengikut sosial media Scarlett Whitening di
wilayah Jakarta. Data penelitian dikumpulkan dengan penyebaran kuesioner kepada pengikut
sosial media Scarlett Whitening dan sampel penelitian ini ialah sebanyak 245 responden.
Peneliti menggunakan Lisrel versi 8.8 sebagai aplikasi SEM untuk mengolah dan menganalisis
data penelitian. Hasil dari penelitian menunjukkan pengaruh positif dan signifikan antara
Social Media Marketing terhadap Customer Trust, Online Customer Review berpengaruh
signifikan terhadap Customer Trust, Social Media Marketing berpengaruh signifikan pada
Purchase Intention, Online Review Customer memiliki pengaruh signifikan pada Purchase
Intention, serta Customer Trust berpengaruh signifikan pada Purchase Intention terhadap toko
online Scarlett Whitening.