JER
Vol. 9 No. 1 (2026): October - March

Peran Brand Trust dalam Memediasi Pengaruh Influencer Marketing dan Online Customer Review terhadap Purchase Decision Produk Skincare Scora di Tiktok Shop

Permata, Annisaa Intan (Unknown)
Komariyatin, Nurul (Unknown)

Article Info

Publish Date
06 Feb 2026

Abstract

Penelitian ini bertujuan untuk menganalisis Peran Brand Trust dalam Memediasi Pengaruh Influencer Marketing dan Online Customer Review terhadap Purchase Decision Produk Skincare Scora. Menggunakan pendekatan kuantitatif dengan 176 responden melalui teknik purposive sampling, menggunakan rumus (Hair et al., 2019), data dianalisis menggunakan Partial Least Squares (PLS-SEM). Hasil penelitian ini menunjukkan bahwa Influencer Marketing dan Online Customer Review berpengaruh positif dan signifikan terhadap Brand Trust. Namun, Online Customer Review tidak berpengaruh lansung terhadap Purchase Decision, melainkan melalui Brand Trust. Brand trust berpengaruh positif dan signifikan terhadap Purchase Decisin. Pentingnya ini menegaskan pentingnya Brand Trust dalam memperkuat pengaruh promosi digital terhadap Purchase Decision.

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Journal Info
JER
Website

Abbrev

JER

Publisher

Universitas Muslim Indonesia

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Economic Resource_(JER) is open access. This journal is published in _ March & September. Journal of Economic Resources|e-ISSN 2620-6196] is a peer-reviewed journal published twice a year (March & September) by the Faculty of Economics and Business, Universitas Muslim Indonesia_UMI. Journal ...