Pengaruh Influencer Marketing, Online Customer Review dan Content Marketing terhadap Kepercayaan Konsumen Skincare Wardah di Kota Bekasi

Iktiar, Ajeng Lestari Ana (2025) Pengaruh Influencer Marketing, Online Customer Review dan Content Marketing terhadap Kepercayaan Konsumen Skincare Wardah di Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine the effect of Influencer marketing, Online customer review and Content marketing on Wardah Skincare Consumer Trust in Bekasi City. The population in this study were 412,686 Wardah Skincare consumers in Bekasi City with certain criteria limitations, namely Bekasi City residents who are female, aged 15-34 years, and experienced in using Wardah Skincare. The number of samples used was 100 respondents determined using the Slovin formula with the Purposive Sampling as a sampling technique. Data processing used the SPSS program ver 26. The results of this study indicate that Influencer marketing has a negative and significant effect on consumer trust, the Online customer review variable shows a positive and significant effect on consumer trust and Content marketing has no significant effect on consumer trust. In the independent variable that dominantly influences consumer trust is the Online customer review variable because it has a beta of 0.199 and a significance value of 0.001. With the results of the Determination Coefficient Test of 19.8% which can provide an explanation regarding consumer trust from the variables of Influencer marketing, Online customer reviews and Content marketing.

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