THE INFLUENCE OF DIGITAL MARKETING, PRODUCT QUALITY AND INFLUENCER MARKETING THROUGH CUSTOMER TRUST ON THE ORIGINOTE SKINCARE PURCHASE DECISION IN JEPARA
DOI:
https://doi.org/10.36085/jamekis.v8i3.9089Abstract
This research aims to examine and evaluate the impact of Digital Marketing, Product Quality, and Influencer Marketing on purchase decisions for The Originote skincare products in Jepara, with Customer Trust serving as a mediating factor. A purposive non-probability sampling method was employed, selecting 260 respondents based on their prior experience purchasing and using The Originote products. A quantitative approach was adopted, utilizing structured questionnaires to collect data. PLS-SEM version 4.0 was used as the analytical tool, incorporating both outer and inner model assessments to test validity and reliability, alongside hypothesis testing for direct and indirect effects. The findings indicate that Digital Marketing, Product Quality, Influencer Marketing, and Customer Trust significantly and positively influence consumers’ purchase decisions regarding The Originote skincare products in Jepara. Furthermore, Digital Marketing, Product Quality, and Influencer Marketing were found to have a significant positive effect on building Customer Trust toward The Originote skincare products in Jepara. Additionally, these three variables also positively and significantly affect purchase decisions indirectly through Customer Trust in Jepara
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