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All Journal Formosa Journal of Multidisciplinary Research (FJMR) Journal of Social Science Asian Journal of Management Analytics Gema Wisata Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi Santri : Jurnal Ekonomi dan Keuangan Islam E-JURNAL AKUNTANSI Harmony Management: International Journal of Management Science and Business E-Jurnal Manajemen
Ni Made Asti Aksari
Fakultas Ekonomi Dan Bisnis Universitas Udayana
Religion Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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PERAN AUTHENTIC COMMUNICATION MEMEDIASI PENGARUH KEY OPINION LEADER CREDIBILITY DAN BRAND TRANSPARENCY TERHADAP BRAND TRUST Dewa Ayu Sri Arimas Dewi; Ni Made Asti Aksari
E-Jurnal Manajemen Vol. 15 No. 7 (2026)
Publisher : Program Studi Sarjana Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EJMUNUD.2026.v15.i7.p05

Abstract

Penelitian ini didasarkan pada meningkatnya perhatian konsumen terhadap kredibilitas informasi, brand transparency, dan authentic communication dalam industri kosmetik. Penelitian ini bertujuan untuk menganalisis pengaruh key opinion leader credibility dan brand transparency terhadap brand trust pada produk kosmetik brand Azarine, serta menguji peran authentic communication sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 227 konsumen Azarine di Bali yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa key opinion leader credibility dan brand transparency berpengaruh positif dan signifikan terhadap brand trust serta authentic communication. Namun, authentic communication hanya terbukti memediasi hubungan antara brand transparency dan brand trust. Temuan ini menunjukkan bahwa kepercayaan konsumen terhadap Azarine lebih kuat dibangun melalui brand transparency yang dikomunikasikan secara autentik.   This study is based on the increasing consumer attention to information credibility, brand transparency, and authentic communication in the cosmetics industry. It aims to analyze the effects of key opinion leader credibility and brand transparency on brand trust in Azarine cosmetic products, as well as to examine the mediating role of authentic communication. A quantitative approach was employed using a survey of 227 Azarine consumers in Bali selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling. The results show that key opinion leader credibility and brand transparency have positive and significant effects on both brand trust and authentic communication. In addition, authentic communication significantly influences brand trust. In the mediation analysis, authentic communication is found to mediate only the relationship between brand transparency and brand trust, but not the relationship between key opinion leader credibility and brand trust. These findings indicate that consumer trust in Azarine is more strongly built through transparently and authentically communicated brand practices.
Co-Authors A.A Made Indra Wijaya Kusuma AA Gd Agung Rahma Putra Akilah Keilani Anak Agung Ayu Ratna Maheswari Carissa Lorens Marchia Raharja Dewa Ayu Sri Arimas Dewi Gede Bayu Rahanatha Gede Mas Sahasra Kirana Bhuwana Mandala Wijaya I Gusti Ayu Ketut Giantari I Gusti Ngurah Anom Mahaputra I Komang Gde Bendesa I Made Dandy Adi Pradana I Made Satya Yoga Dharma I Nyoman Nurcaya I Putu Gde Sukaatmadja I Putu Wahyudiatmika Putra I Putu Widya Artana Ida Bagus Putu Asdhi Setiawan Kadek Ayu Arisma Dewi Kadek Karina Weda Cita Komang Ayu Dona Sintia Dewi Komang Gd Cahya Wiguna Made Fajar Fernando Made Pramana Putra Ni Ketut Eugenia Shara Devi Ni Ketut Gustini Ni Luh Indiani Ni Luh Yudi Ayuningsih Ni Made Aprilia Dea Cahyani Ni Made Puspa Dewi Ni Nyoman Kerti Yasa Ni Nyoman Rsi Respati Ni Putu Indah Pradnyaswari Nia Anjani Pande Putu Loka Samasta Dharma Putu Angga Agusta Bimartha Putu Dian Pradnyasari Putu Saroyini Piartrini Sabar Robintang Saragih Satya Pariana Buditama Tjok Gde Raka Sukawati Yohan Hardy Chandra