PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION MELALUI PERCEIVED VALUE PRODUK SERUM SOMETHINC
Main Article Content
Kurnia Amalia
RA Nurlinda
Saat ini kulit dan wajah merupakan asset penting yang harus dijaga dan dirawat apabila dilihat dari segi penampilan. Penampilan mempunyai peran penting dalam mendorong kepercayaan diri seseorang sehingga skincare menjadi produk yang paling diincar oleh para kaum wanita. Salah satu produk perawatan kulit yang terkenal di Indonesia adalah Somethinc yang didirikan pada Maret 2019. Penelitian ini menguji pengaruh langsung influencer marketing dan online customer review terhadap purchase intention dengan variabel perceived value sebagai variabel mediasi. Data primer yang dikumpulkan menggunakan metode survei dengan cara menyebarkan kuesioner kepada responden yang mengetahui produk serum Somethinc. Kuesioner yang terkumpul sebanyak 150 responden, data tersebut kemudian diolah dengan metode path analysis. Berdasarkan hasil analisis penelitian terdapat pengaruh langsung antara influencer marketing dan online customer review terhadap perceived value. Terdapat pengaruh langsung online customer review dan perceived value terhadap purchase intention, namun tidak terdapat pengaruh langsung influencer marketing terhadap purchase intention. Terdapat pengaruh tidak langsung antara influencer marketing dan online customer review terhadap purchase intention melalui perceived value dan perceived value terbukti sebagai variabel mediasi antara influencer marketing dan online customer review terhadap purchase intention.
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