Pengaruh Strategi Endorsement Reizuka Ari terhadap Kepercayaan Konsumen dan Minat Beli Produk Skincare Glad2glow pada Mahasiswa Pengguna Tiktok di Kota Semarang

Rosul Musyaffa (Universitas Islam Sultan Agung)
Friska Dwi Wulandari (Universitas Islam Sultan Agung)

Jurnal Ilmu Sosial dan Humaniora
Vol. 2 No. 3 (2026): JULI-SEPTEMBER

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.