Pengaruh Media Sosial dan Persepsi Risiko terhadap Kepercayaan Konsumen pada Produk Kosmetik
DOI:
https://doi.org/10.63822/deaxy258Keywords:
Social media; Perceived Risk; Consumer Trust; Cosmetic ProductsAbstract
This study aims to analyze the effect of social media and perceived risk on consumer trust in cosmetic products. This research employed a quantitative method with a survey approach. Data were collected through questionnaires distributed to respondents, namely Management students of the 2022 cohort at Universitas Muhammadiyah Bandung, selected using purposive sampling. Data analysis was conducted using multiple linear regression, along with classical assumption tests, t-test, and coefficient of determination (R²). The results indicate that social media has a positive and significant effect on consumer trust, whereas perceived risk has a negative and significant effect on consumer trust. Simultaneously, social media and perceived risk significantly influence consumer trust. This research is expected to contribute theoretically to the development of consumer trust studies and practically to cosmetic industry practitioners in designing effective social media marketing strategies while managing perceived risks.
Downloads
References
BPOM. (2023). Penarikan izin edar produk kosmetik mengandung bahan berbahaya. Diakses dari https://www.pom.go.id
Cahyono, A. S. (2020). Uji reliabilitas instrumen penelitian dengan Cronbach’s Alpha. Jurnal Ilmu Pendidikan, 5(2), 45–52.
CosmeticsDesign Asia. (2022). Indonesia’s Gen Z drives cosmetic trends through TikTok. Diakses dari https://www.cosmeticsdesign-asia.com
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program SPSS. Jurnal Statistik Terapan, 4(1), 1–15.
Jabeen, S., Khan, M. A., & Abbas, Q. (2024). Impact of perceived risk on consumer trust and online shopping behavior: An S-O-R approach. Journal of Consumer Behaviour, 23(1), 88–101.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kurnia, R. (2025). Perilaku konsumsi Generasi Z dalam industri kosmetik digital. Jurnal Riset Manajemen, 14(1), 22–31.
Lakho, A. A., & Rashid, M. (2025). Perceived risk as a moderator between social media marketing and consumer trust. Journal of Business and Management Studies, 17(2), 55–67.
Machali, I. (2021). Statistik inferensial dalam penelitian kuantitatif. Jurnal Pendidikan dan Metodologi Penelitian, 6(2), 110–210.
Manikasanti, N. L., & Suardana, I. B. R. (2024). Peran kepercayaan konsumen dalam pemasaran digital. Jurnal Manajemen dan Bisnis, 11(3), 201–210.
Prasetya, A., & Sigit, D. (2024). Pengaruh media sosial dan e-WOM terhadap kepercayaan konsumen. Jurnal Riset Manajemen dan Bisnis, 9(2), 120–130.
Putri, R. A. (2022). Kepercayaan konsumen dalam pemasaran digital. Jurnal Ekonomi dan Bisnis, 8(1), 45–53.
Saputra, R., & Mardalis, A. (2025). Peran media sosial dalam membangun kepercayaan pelanggan UMKM. Jurnal Manajemen Pemasaran, 10(1), 33–42.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson Education.
Sholikhah, N., Rahmawati, D., & Hidayat, A. (2025). Pengaruh beauty influencer terhadap kepercayaan konsumen kosmetik. Jurnal Komunikasi Pemasaran, 7(1), 15–26.
Silvi, N., & Pradandari, A. (2024). Persepsi risiko dan kepercayaan konsumen dalam belanja online. Jurnal Perilaku Konsumen, 6(2), 90–101.
SINDOnews. (2020). Pinkflash resmi masuk pasar kosmetik Indonesia. Diakses dari https://www.sindonews.com
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. (2020). Metode penelitian kuantitatif. Bandung: Alfabeta.
Universitas 17 Agustus 1945 Surabaya. (2023). Peran media sosial dalam membangun kepercayaan merek. Diakses dari https://www.untag-sby.ac.id
Yusfik, A., Ramadhan, F., & Lestari, P. (2024). Peran media sosial dalam pencarian informasi kesehatan konsumen. Jurnal Komunikasi Digital, 5(1), 55–64.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Noviana Febriani, Halimah Zahrah (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
