Customer Trust Memediasi Pengaruh Celebrity Endorser Dan E-WOM Terhadap Keputusan Pembelian Produk Glad2Glow Di Shopee (Studi Pada Generasi Z Di Kabupaten Lamongan)

Lisa Oktavia Anggraini, Imtinan Widhah Kumala, Bayu Malikhul Askhar

Abstract


Penelitian ini bertujuan menganalisis pengaruh celebrity endorser dan e-WOM terhadap keputusan pembelian dengan customer trust sebagai variabel mediasi pada konsumen Generasi Z pengguna produk skincare Glad2Glow di Shopee di Kabupaten Lamongan. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 130 responden. Data dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) melalui SmartPLS 4. Hasil penelitian menunjukkan bahwa celebrity endorser dan e-WOM tidak berpengaruh langsung terhadap keputusan pembelian, serta celebrity endorser tidak berpengaruh terhadap customer trust. Sebaliknya, e-WOM berpengaruh positif terhadap customer trust, dan customer trust berpengaruh positif terhadap keputusan pembelian serta memediasi pengaruh celebrity endorser dan e-WOM terhadap keputusan pembelian. Temuan ini menunjukkan bahwa keputusan pembelian konsumen Generasi Z lebih ditentukan oleh kepercayaan yang terbentuk terhadap produk dibandingkan pengaruh langsung celebrity endorser maupun e-WOM. Penelitian ini menegaskan pentingnya customer trust sebagai mekanisme yang menghubungkan aktivitas pemasaran digital dengan keputusan pembelian pada marketplace.


Keywords


Celebrity Endorser, Customer Trust, Electronic Word Of Mouth, Keputusan Pembelian, Generasi Z, Shopee, Glad2Glow

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References


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DOI: https://doi.org/10.17509/ijdb.v6i1.103291

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