Pengaruh PENGARUH CITRA MEREK DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN COSMETIC PINKFLASH PADA PLATFORM SHOPEE DENGAN MENGGUNAKAN MEDIASI CONSUMER TRUST
Unduhan
Penelitian ini dilakukan untuk mengkaji pengaruh citra merek dan ulasan produk terhadap keputusan pembelian kosmetik PinkFlash di platform Shopee, dengan mempertimbangkan peran kepercayaan konsumen sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan Model Persamaan Struktural (SEM) berbasis Partial Least Square (PLS-SEM). Sampel penelitian terdiri dari 160 responden yang sebelumnya pernah membeli produk PinkFlash melalui Shopee. Temuan penelitian menyoroti pentingnya membangun citra merek yang kuat dan mengelola ulasan produk secara efektif untuk meningkatkan kepercayaan konsumen. Kepercayaan ini sangat penting dalam membentuk keyakinan konsumen dan mendorong perilaku pembelian di lingkungan e-commerce. Secara teoritis, penelitian ini memperkaya literatur tentang perilaku konsumen dengan menempatkan kepercayaan konsumen sebagai mediator kunci di pasar kosmetik digital. Secara praktis, hasil penelitian ini memberikan wawasan berharga bagi merek kosmetik untuk memperkuat daya saing dan keberlanjutan mereka di pasar online.
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