Pengaruh Pengalaman Pelanggan, Kepercayaan Influencer, Keterikatan Influencer dan E-Wom Terhadap Niat Beli Konsumen Pada Produk Skincare
DOI:
https://doi.org/10.31004/joecy.v6i1.7867Keywords:
Pengalaman Pelanggan, Kepercayaan Influencer, Keterikatan Influencer, E-WOM, Niat Beli KonsumenAbstract
Perkembangan digital telah mendorong transformasi dalam strategi pemasaran dan saat ini influencer berperan penting dalam memengaruhi niat beli konsumen. Pemasaran berbasis influencer dianggap menjadi salah satu cara efektif karena pendapat yang disampaikan dinilai lebih kredibel dan meyakinkan. Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman pelanggan, kepercayaan influencer, keterikatan influencer, dan e WOM terhadap niat beli konsumen pada produk skincare. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 110 responden yang berdomisili di wilayah Jabodetabek dan mengetahui serta mengikuti salah satu influencer yang mempromosikan produk skincare. Data diperoleh melalui kuesioner online dan dianalisis menggunakan metode PLS-SEM dengan software SmartPLS 4. Hasil penelitian ini menunjukkan bahwa pengalaman pelanggan berpengaruh positif terhadap niat beli konsumen. Pengalaman pelanggan berpengaruh positif terhadap kepercayaan influencer. Kepercayaan influencer berpengaruh positif terhadap niat beli konsumen. Pengalaman pelanggan berpengaruh positif terhadap keterikatan influencer. Keterikatan influencer berpengaruh positif terhadap niat beli konsumen. Pengalaman pelanggan berpengaruh positif terhadap e-WOM. E-WOM berpengaruh positif terhadap niat beli konsumen.
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