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All Journal Jurnal Ilmu Sosial dan Humaniora
Rosul Musyaffa
Universitas Islam Sultan Agung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Strategi Endorsement Reizuka Ari terhadap Kepercayaan Konsumen dan Minat Beli Produk Skincare Glad2glow pada Mahasiswa Pengguna Tiktok di Kota Semarang Rosul Musyaffa; Friska Dwi Wulandari
Jurnal Ilmu Sosial dan Humaniora Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/4ktjhk71

Abstract

This research is motivated by the growing phenomenon of digital marketing through TikTok, particularly through affiliator Reizuka Ari (@dictionarei) who actively promotes Glad2Glow skincare products. This study aims to analyze the influence of TikTok affiliator Reizuka Ari's endorsement strategy on consumer trust (Y1) and purchase intention (Y2) of Glad2Glow skincare products among TikTok-using university students in Semarang City. The study employed an explanatory quantitative approach grounded in the S-O-R theory, Source Credibility Theory, and Consumer Trust Theory. Data were collected through a questionnaire distributed to 100 respondents from 2023-cohort university students in Semarang City using purposive sampling and analyzed with simple linear regression using IBM SPSS Statistics. The results showed that endorsement strategy had a positive and significant influence on consumer trust (Y1) with t-value of 8.205, Sig. <0.001, and R² of 40.7%. Endorsement strategy also had a positive and significant influence on purchase intention (Y2) with t-value of 5.862, Sig. <0.001, and R² of 26.0%. Accordingly, both H1 and H2 were accepted, indicating that the more effective TikTok affiliator Reizuka Ari's endorsement strategy, the higher the consumer trust and purchase intention of university students toward Glad2Glow skincare products.
Co-Authors Friska Dwi Wulandari