Mengukur Purchase Intention berdasarkan Online Customer Review

Abstract

The millennial generation prioritizes skincare and bodycare because of the Korean Wave trend, which has many Indonesians striving for a smooth and radiant Korean-like face. Avoskin, a 2014-founded local company, offers some of the top skincare and bodycare products. In this study, brand trust serves as an intermediary variable to assess the direct effects of brand ambassadors and online customer reviews on purchase intention. Primary data gathered by delivering questionnaires to individuals who are familiar with Avoskin products. 165 people completed the surveys, and the data was then processed using the path analysis method. According to research analysis findings, brand trust is directly influenced by brand ambassadors and online customer reviews. Purchase intention is also directly influenced by brand ambassadors and online customer reviews, however brand trust is not directly influenced by purchase intention. Between brand ambassador and online customer review variables on purchase intention, brand trust does not act as an intermediary variable.