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All Journal Among Makarti Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Maneggio: Jurnal Ilmiah Magister Manajemen Jurnal Masyarakat Merdeka (JMM) Jurnal Ekonomi, Manajemen, dan Akuntansi Universitas Ngudi Waluyo Journal of Sustainable Business Hub (JSBH) International Journal of Business, Law, and Education Jurnal Pengabdian Kepada Masyarakat JSSM International Journal of Applied Finance and Business Studies Jurnal Pustaka Mitra : Pusat Akses Kajian Mengabdi Terhadap Masyarakat Jurnal Akuntansi dan Keuangan Abdi Makarti Return : Study of Management, Economic and Bussines Golden Ratio of Data in Summary Journal of Artificial Intelligence and Digital Business Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Jurnal Abdimas Sosek (Jurnal Pengabdian dan Pembardayaan Masyarakat) Jurnal Ekonomi dan Kewirausahaan West Science ABDI UNISAP: Jurnal Pengabdian Kepada Masyarakat Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi Jurnal Ilmiah Bisnis, Manajemen, dan Akuntansi Jurnal Bakti Humaniora International Journal of Law Social Sciences and Management Proceeding International Collaborative Conference on Multidisciplinary Science
Irsal Fauzi
Universitas Ngudi Waluyo
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MARKETING 5.0 : PERAN KEY OPINION LEADER DAN TRUSTWORTHINESS TERHADAP CUSTOMER ENGAGEMENT SCARLETT WHITENING Luk Lu'ul Khumaeroh; Irsal Fauzi
Among Makarti Vol 18 No 1 (2025): Among Makarti
Publisher : STIE AMA Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52353/ama.v18i1.851

Abstract

Abstrac : This research aims to analyze the influence of Key Opinion Leader (KOL) and Trustworthiness on Customer Engagement in Scarlett Whitening products, with Purchase Intention as a mediating variable. This research uses quantitative methods with an explanatory research approach to explain the causal relationship between the variables studied. Data collection was carried out through a survey of 96 respondents who were users of Scarlett Whitening products in Ungaran, Semarang Regency, using a purposive sampling technique. The data analysis technique uses Partial Least Square (PLS). The research results show that Key Opinion Leaders do not have a significant influence on Customer Engagement or Purchase Intention directly. However, a significant influence was found through the mediation of Purchase Intention. On the other hand, Trustworthiness has a significant direct influence on both Customer Engagement and Purchase Intention. Apart from that, Trustworthiness also has an indirect influence on Customer Engagement through Purchase Intention. This research highlights the importance of consumer trust as a key factor in increasing customer engagement and driving purchase intent. Scarlett Whitening is advised to strengthen the Trustworthiness element and evaluate strategies for selecting and using KOLs to make them more relevant to the target market.Abstrak : Penelitian ini bertujuan untuk menganalisis pengaruh Key Opinion Leader (KOL) dan Trustworthiness terhadap Customer Engagement pada produk Scarlett Whitening, dengan Purchase Intention sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dengan pendekatan explanatory research untuk menjelaskan hubungan kausal antara variabel-variabel yang diteliti. Pengumpulan data dilakukan melalui survei terhadap 96 responden yang merupakan pengguna produk Scarlett Whitening di Ungaran, Kabupaten Semarang, dengan teknik purposive sampling. Teknik analisis data menggunakan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa Key Opinion Leader tidak memiliki pengaruh signifikan terhadap Customer Engagement maupun Purchase Intention secara langsung. Namun, pengaruh signifikan ditemukan melalui mediasi Purchase Intention. Sebaliknya, Trustworthiness memiliki pengaruh langsung signifikan baik terhadap Customer Engagement maupun Purchase Intention. Selain itu, Trustworthiness juga memiliki pengaruh tidak langsung terhadap Customer Engagement melalui Purchase Intention. Penelitian ini menyoroti pentingnya kepercayaan konsumen sebagai faktor kunci dalam meningkatkan keterlibatan pelanggan dan mendorong niat beli. Scarlett Whitening disarankan untuk memperkuat elemen Trustworthiness serta mengevaluasi strategi pemilihan dan penggunaan KOL agar lebih relevan dengan target pasar.
Co-Authors . Syamsulbahri Abdul Aziz Abdul Aziz Abdul Aziz Ade Onny Siagian Agung Mufti Wibowo Agung Wibowo, Mufti Alfredy Donny Haposan Harianja Ari Siswati Arlin Reza Firnandita Arteurt Yoseph Merung Bangsa, Jaya Ramadaey Dewi Ari Ani Dewi Ariani DEWI ARIANI Dini Rahmawati Dwi Lailatun Nisa Eko Nur Hermansyah Eliagus Telaumbanua Faturahman Efendi Ferdinand Raynanta Putra Fitriyanti, Hanifah Havif Wahyu Saputra Hayu Kartikasari Ibnu Putra Surya Daru Ignatius Bias Galih Prasadhya Indah Isnawati, Setya Isnawati, Setya Indah Isra Prihantini Jaya Ramadaey Bangsa Judijanto, Loso Kartikasari, Hayu Khumaeroh, Luk Lu'ul Kustiyono Kustiyono Loso Judijanto Luk Lu'ul Khumaeroh Maghfirah, Nur Mahmuddin Mahmuddin Mahmuddin Mahmuddin Mahsya Aurelia Cesarani Margarena, Agung Novianto Meida Rachmawati Meida Rachmawati Meida Rachmawati Merung, Arteurt Yoseph Mokhammad Khukaim Barkhowa Mona Inayah Pratiwi Mufi Agung Wibowo Mufidah, Luklu'ul Mufti Agung Wibowo Mufti Agung Wibowo Nazara, Johnifrah Putra Noor Laila Ramadhani Novita Herawati Prasadhya, Ignatius Bias Galih Prieza Dheva Tanti Prihantoro, Rigo Wahyu purwanti, rina Rahmawati, Vera Ramadaey Bangsa, Jaya Rina Purwanti Rina Purwanti Sabalius Uhai Sapti Damayanti Satria Avianda Nurcahyo Setiawan Setiawan Setiawan Setiawan Setya Indah Isnawati Setya Indah Isnawati Shohib Maulana Silvina Widyastuti  Siswati, Ari Sudiyono Sudiyono Swantyka Ilham Prahesti Ucta Pradema Sanjaya Ulfamiyati Ulfamiyati Ulfamiyati Vinko Satrio Pekerti Waruwu, Lisnawati Widagdo, Teguh Harso Zakky Fahma Auliya