Pengaruh Influencer Marketing dan Testimoni terhadap Keputusan Pembelian melalui Kepercayaan Konsumen sebagai Variabel Intervening
DOI:
https://doi.org/10.61132/jumabedi.v3i3.1633Keywords:
Consumer Trust, Generation Z, Influencer Marketing, Purchase Decision, TestimonialsAbstract
This study aims to analyze the influence of influencer marketing and testimonials on purchase decisions through consumer trust as an intervening variable for Scarlett Whitening products in Wonogiri Regency. This study employed a quantitative approach using a survey method. The population consisted of Generation Z in Wonogiri Regency who had purchased and used Scarlett Whitening products. The sample comprised 100 respondents selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using instrument tests, classical assumption tests, multiple linear regression, t-test, coefficient of determination, and the Sobel test with the assistance of SPSS 26.0. The results showed that influencer marketing had a positive and significant effect on consumer trust, with a coefficient of 0.446 and a significance level of 0.000. Testimonials also had a positive and significant effect on consumer trust, with a coefficient of 0.525 and a significance level of 0.000. Influencer marketing and testimonials had positive and significant effects on purchase decisions, with coefficients of 0.093 and 0.103, respectively. Consumer trust had a positive and significant effect on purchase decisions, with a coefficient of 0.795. The R² value of 0.919 indicates that the model explains 91.9% of the variation in purchase decisions. The Sobel test results showed that consumer trust mediates the effects of influencer marketing and testimonials on purchase decisions. These findings emphasize the importance of influencer credibility, testimonial quality, and trust building in digital marketing strategies for skincare products among Generation Z.
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