Pengaruh Strategi Endorsement Reizuka Ari terhadap Kepercayaan Konsumen dan Minat Beli Produk Skincare Glad2glow pada Mahasiswa Pengguna Tiktok di Kota Semarang
DOI:
https://doi.org/10.63822/4ktjhk71Keywords:
Endorsement Strategy; TikTok Affiliator; Consumer Trust; Purchase Intention; Local SkincareAbstract
This research is motivated by the growing phenomenon of digital marketing through TikTok, particularly through affiliator Reizuka Ari (@dictionarei) who actively promotes Glad2Glow skincare products. This study aims to analyze the influence of TikTok affiliator Reizuka Ari's endorsement strategy on consumer trust (Y1) and purchase intention (Y2) of Glad2Glow skincare products among TikTok-using university students in Semarang City. The study employed an explanatory quantitative approach grounded in the S-O-R theory, Source Credibility Theory, and Consumer Trust Theory. Data were collected through a questionnaire distributed to 100 respondents from 2023-cohort university students in Semarang City using purposive sampling and analyzed with simple linear regression using IBM SPSS Statistics. The results showed that endorsement strategy had a positive and significant influence on consumer trust (Y1) with t-value of 8.205, Sig. <0.001, and R² of 40.7%. Endorsement strategy also had a positive and significant influence on purchase intention (Y2) with t-value of 5.862, Sig. <0.001, and R² of 26.0%. Accordingly, both H1 and H2 were accepted, indicating that the more effective TikTok affiliator Reizuka Ari's endorsement strategy, the higher the consumer trust and purchase intention of university students toward Glad2Glow skincare products.
Downloads
References
Bogdan, A., Dospinescu, N., & Dospinescu, O. (2025). Beyond Credibility: Understanding the Mediators Between Electronic Word-of-Mouth and Purchase Intention. arXiv.
Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The Perceived Fit between Instagram Influencers and the Endorsed Brand. Journal of Advertising Research, 59(3), 1–13.
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). Thousand Oaks, CA: SAGE Publications.
Creswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (4th ed.). Thousand Oaks, CA: SAGE Publications.
Data Mahasiswa Kota Semarang. (2025). Jumlah Mahasiswa Tahun 2023 di Kota Semarang. Diakses dari https://manadopost.jawapos.com
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (Edisi 9). Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Harwansya, D. P., & Mahfudz. (2023). Pengaruh Kredibilitas Micro-Influencer terhadap Minat Beli Produk Skincare Lokal Somethinc dengan Sikap Merek sebagai Variabel Mediasi. Jurnal Komunikasi Digital, 4(1), 1–10.
Hikmah, L., Setiawan, P. E., Islami, F., & Fahdiansyah, R. A. (2023). Pemberdayaan perempuan melalui pemanfaatan YouTube dan media sosial untuk meningkatkan pendapatan keluarga bagi ibu-ibu PKK. Jurnal Pengabdian kepada Masyarakat Nusantara, 4(4), 4096–4103.
Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2015). Likert Scale: Explored and explained. British Journal of Applied Science & Technology, 7(4), 396–403.
Koay, K. Y., Mohd-Any, A. A., & Zainuddin, N. (2022). The Impact of Influencer Credibility on Brand Trust and Purchase Intention in the Context of TikTok. Journal of Consumer Behaviour, 21(3), 585–599. https://doi.org/10.1002/cb.2014
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust and Purchase Intention. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Macnamara, J. (2016). Organisational Listening: The Missing Essential in Public Communication. New York: Peter Lang Publishing.
Prasetyo, S. D. K., & Sobari, N. (2024). Checkout or Scroll Down? Investigating TikTok's Influencer Credibility Effects on Followers' Purchase Intentions. Jurnal Manajemen Teori dan Terapan.
Rahi, S. (2017). Research Design and Methods: A Systematic Review of Research Paradigms, Sampling Issues and Instruments Development. International Journal of Economics & Management Sciences, 6(2), 1–5.
Razali, N. M., & Wah, Y. B. (2011). Power Comparisons of Shapiro-Wilk, Kolmogorov-Smirnov, Lilliefors and Anderson-Darling Tests. Journal of Statistical Modeling and Analytics, 2(1), 21–33.
Rustiawati, E., Esther, I., Anargya, L. N., Kasyfan, N. M., & Maesaroh, S. S. (2023). Pengaruh Kredibilitas dan Relevansi Beauty Influencer terhadap Keputusan Pembelian Produk Skintific di TikTok @TasyaFarasya. Jurnal Ilmiah Manajemen dan Bisnis (JAMBURA), 7(2), 123–134.
Sarkar, A., Chatterjee, S., & Roy, R. (2020). Exploring the Role of Trust in Influencer Marketing on Social Media Platforms. Journal of Research in Interactive Marketing, 14(3), 306–324.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach (7th ed.). John Wiley & Sons.
Senalasari, W., Maulidani, R. N., & Setiawati, L. (2025). From Reviews to Purchase Intention: The Interplay of Customer Review, Influencer Review, and Trust in Indonesian Skincare Products. Journal of Marketing Innovation.
Siregar, S. (2017). Metode Penelitian Kuantitatif: Dilengkapi dengan Perbandingan Perhitungan Manual & SPSS. Jakarta: Kencana.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube Bloggers Promote It, Why Should I Buy? How Credibility and Parasocial Interaction Influence Purchase Intentions. Journal of Retailing and Consumer Services.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Trianasari, N., Fitriani, N., & Rachmawati, I. (2023). The Influence of Social Media Marketing and Influencer Endorsement Through Brand Image and Trust, and Their Impact on the Purchase Intention of the MS Glow Brand Through the TikTok Application. International Journal of Professional Business Review.
Vogue Business. (2022). The Business of Influence: Why the Era of Celebrity Influencers is Over. Diakses dari https://www.voguebusiness.com
Waisbord, S. (2018). The Elective Affinity Between Post-Truth Communication and Populist Politics. Communication Theory, 28(4), 437–457.
WSJ. (2024). Eating in Designer Stores, Shopping on TikTok: Five Consumer Trends for 2025. The Wall Street Journal. Diakses dari https://www.wsj.com
Yohana, Gracelia, & Indriani, F. (2023). Analisis Pengaruh Pemasaran Media Sosial, Reputasi Influencer dan Diskon Harga terhadap Keputusan Pembelian Impulsif melalui Kepercayaan Merek Sebagai Variabel Intervening. Diponegoro Journal of Management.
Zhang, L., Zhao, H., & Xu, Y. (2021). The Influence of Consumer Trust and Content Quality on Purchase Intention in TikTok Commerce. Journal of Electronic Commerce Research, 22(4), 275–288.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Rosul Musyaffa, Friska Dwi Wulandari (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
