Pengaruh User Generated Content, Influencer Content Dan Celebrity Endorsement Terhadap Kepercayaan Merek Dengan Skeptisisme Konsumen Sebagai Variabel Moderasi Pada Produk Skincare Glad2Glow

Monalisa Monalisa; Arifah Hidayati; Veny Puspita

doi:10.69693/ijmst.v4i2.9863

Authors

Monalisa Monalisa Universitas Prof. Dr. Hazairin, SH, Bengkulu
Arifah Hidayati Universitas Prof. Dr. Hazairin, SH, Bengkulu
Veny Puspita Universitas Prof. Dr. Hazairin, SH, Bengkulu

DOI:

https://doi.org/10.69693/ijmst.v4i2.9863

Keywords:

User Generated Content, Influencer Content, Celebrity Endorsement, Skeptisisme Konsumen, Kepercayaan Merek

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh User Generated Content (UGC), Influencer Content, dan Celebrity Endorsement terhadap Kepercayaan Merek dengan Skeptisisme Konsumen sebagai variabel moderasi pada pengguna produk skincare Glad2Glow. Meningkatnya persaingan industri skincare di Indonesia mendorong penggunaan berbagai strategi pemasaran digital, sehingga penting untuk memahami efektivitasnya dalam membangun kepercayaan konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian eksplanatori. Data dikumpulkan melalui kuesioner online yang disebarkan kepada 176 responden pengguna produk Glad2Glow, dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak SmartPLS versi 4. Hasil penelitian menunjukkan bahwa User Generated Content berpengaruh positif dan signifikan terhadap Kepercayaan Merek (β = 0,154; T-statistik = 2,484; p = 0,000). Influencer Content memiliki pengaruh positif dan signifikan terbesar terhadap Kepercayaan Merek (β = 0,510; T-statistik = 3,016; p = 0,000). Celebrity Endorsement menunjukkan pengaruh positif namun tidak signifikan (β = 0,171; T-statistik = 1,062; p = 0,144). Skeptisisme Konsumen sebagai variabel moderasi tidak terbukti memoderasi secara signifikan hubungan antara UGC, Influencer Content, maupun Celebrity Endorsement terhadap Kepercayaan Merek. Hasil ini mengindikasikan bahwa konsumen skincare masa kini lebih mengutamakan keaslian dan kredibilitas konten digital dibandingkan popularitas figur publik dalam membangun kepercayaan merek.

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