PENGARUH KREDIBILITAS INFORMASI DAN ONLINE REVIEW TERHADAP NIAT BELI DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI PADA PRODUK KOSMETIK SKINTIFIC DI KOTA PADANG

Hafizah Ridhatul Aysi, Rahmiati Rahmiati

Abstract


Dalam lingkungan digital, kredibilitas informasi dan online review menjadi sumber informasi penting yang dapat membentuk kepercayaan konsumen dan selanjutnya memengaruhi niat beli. Penelitian ini bertujuan untuk menganalisis pengaruh kredibilitas informasi dan online review terhadap niat beli produk kosmetik Skintific di Kota Padang, baik secara langsung maupun melalui kepercayaan konsumen sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian terdiri atas 385 responden yang berdomisili di Kota Padang dan pernah memperoleh atau membaca informasi maupun online review mengenai produk Skintific melalui platform digital. Analisis data dilakukan menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM).Hasil pengujian menunjukkan bahwa kredibilitas informasi berpengaruh positif dan signifikan terhadap kepercayaan konsumen, kredibilitas informasi berpengaruh positif dan signifikan terhadap niat beli, online review berpengaruh positif dan signifikan terhadap kepercayaan konsumen, online review berpengaruh positif dan signifikan terhadap niat beli, serta kepercayaan konsumen berpengaruh positif dan signifikan terhadap niat beli.Pengujian efek mediasi juga menunjukkan adanya peran mediasi kepercayaan konsumen dalam hubungan kredibilitas informasi dan online review terhadap niat beli. Sehingga pemasaran kosmetik berbasis digital, informasi yang kredibel dan online review yang autentik berperan penting dalam membangun kepercayaan konsumen dan mendorong terbentuknya niat beli. 

Keywords


kredibilitas informasi, online review, kepercayaan konsumen, niat beli, Skintific, pemasaran digital

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DOI: https://doi.org/10.17509/ijdb.v6i1.107069

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