Pengaruh Celebrity Endorser Tasya Farasya dan Electronic Word of Mouth terhadap Keputusan Pembelian Skincare Serum Whitelab dengan Brand Trust sebagai variabel intervening pada Pengguna Platform TikTok

Abstract

The rapid development of the skincare industry has led to fierce competition. The higher growth rate of the skincare business also makes the competition more intense. Various ways will be done to get ahead of competitors, including the illegitimate ways. There are many ways to make consumers make product purchasing decisions. This study aims to analyze the role of the Celebrity Endorser, Electronic Word of Mouth, Brand Trust, and Purchase Decision towards TikTok platform users. The research population is consisted of consumers of Skincare Serum Whitelab. 212 samples were used in this study. Questionnaires were distributed via Google Forms, then analyzed using SEM-PLS. The result showed that Celebrity Endorser significantly affects on Brand Trust and Purchase Decision. Electronic Word of Mouth also affects on Brand Trust and Purchase Decision significantly. Brand Trust significantly affects on Purchase Decision. Brand Trust has no significant affects in mediating Celebrity Endorsers, and Brand Trust has significant affects in mediating Electronic Word of Mouth.

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