Dari Ulasan Daring Ke Niat Beli: Peran Kepercayaan Merek Dan Kredibilitas Ulasan Pada Produk Kecantikan
DOI:
https://doi.org/10.35130/awcgk639Kata Kunci:
Ulasan Daring, Kepercayaan Merek, Niat Beli, Kredibilitas Ulasan DaringAbstrak
Pertumbuhan perdagangan elektronik di Indonesia meningkatkan peran ulasan daring dalam keputusan pembelian produk kecantikan. Penelitian ini bertujuan menganalisis pengaruh ulasan daring terhadap kepercayaan merek dan niat beli, serta menguji peran mediasi kepercayaan merek dan moderasi kredibilitas ulasan daring. Penelitian kuantitatif dengan desain cross-sectional dilakukan pada 200 responden menggunakan survei dan teknik purposive sampling. Data dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) melalui SmartPLS 4. Hasil menunjukkan bahwa ulasan daring meningkatkan kepercayaan merek, tetapi tidak berpengaruh langsung terhadap niat beli. Kepercayaan merek memediasi pengaruh tersebut secara penuh. Kredibilitas ulasan daring memoderasi hubungan ulasan daring terhadap kepercayaan merek, meskipun dengan arah negatif. Perusahaan perlu meningkatkan kualitas dan kredibilitas ulasan untuk memperkuat kepercayaan serta mendorong niat beli.
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