PENGARUH PERCEIVED INFORMATION QUALITY, DAN ENDORSER CREDIBILITY TERHADAP PURCHASE INTENTION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING; PRODUK SCARLETT WHITENING

Florencia Irena Suriyadi(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh persepsi kredibilitas (Celebrity Credibility) seorang brand ambassador dalam membentuk kepercayaan pada suatu brand (Brand Trust) maupun perilaku minat terhadap pembelian  (Purchase Intention) dari konsumen target Scarlett Whitening. Data dikumpulkan melalui kuesioner secara online kepada total 150 responden yang merupakan generasi Z. Data penelitian ini diolah menggunakan pendekatan persamaan model struktural dengan SMART PLS. Hasil penelitian membuktikan variabel dependen memiliki hubungan positif terhadap variabel intervening, Begitu juga variabel intevening ada hubungan positif terhadap variabel independen.


Keywords


Brand Trust, Perceived Information Quality, Purchase Intention, Celebrity Credibility

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References


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