PERAN TRUST DALAM MODERASI PENGARUH INFLUENCER MARKETING DAN E-WOM TERHADAP PURCHASE DECISION PRODUK SOMETHINC

Abstrak

Penelitian ini bertujuan untuk menganalisis peran trust dalam memoderasi pengaruh influencer marketing dan electronic word of mouth (E-WOM) terhadap purchase decision produk Somethinc di Bali. Latar belakang penelitian ini berangkat dari fenomena meningkatnya pengaruh media sosial terhadap perilaku konsumen, di mana influencer dan ulasan digital (E-WOM) menjadi sumber informasi utama yang membentuk kepercayaan serta keputusan pembelian. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling terhadap 180 responden pengguna produk Somethinc di Bali. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa influencer marketing dan E-WOM berpengaruh positif dan signifikan terhadap purchase decision. Selain itu, variabel trust tidak memoderasi hubungan antara influencer marketing dan purchase decision, namun terbukti memoderasi hubungan antara E-WOM dan purchase decision. Artinya, kepercayaan konsumen memperkuat pengaruh ulasan daring terhadap keputusan pembelian produk Somethinc. Temuan ini menegaskan bahwa consumer trust berperan penting dalam efektivitas strategi pemasaran digital, terutama dalam konteks komunikasi antar konsumen. Implikasi praktis dari penelitian ini menyoroti pentingnya kolaborasi dengan influencer yang kredibel serta pengelolaan ulasan daring yang autentik untuk membangun kepercayaan konsumen, meningkatkan keputusan pembelian, dan memperkuat loyalitas terhadap merek Somethinc.

This study aims to analyze the role of trust in moderating the influence of influencer marketing and electronic word of mouth (E-WOM) on purchase decision of Somethinc products in Bali. The research is motivated by the increasing impact of social media on consumer behavior, where influencers and digital reviews have become the main sources of information shaping consumer trust and purchasing decisions. The study applies a quantitative approach with a purposive sampling technique involving 180 respondents who are Somethinc product users in Bali. Data were collected through online questionnaires and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS). The results show that both influencer marketing and E-WOM have a positive and significant effect on purchase decision. Furthermore, trust does not moderate the relationship between influencer marketing and purchase decision, but it does strengthen the relationship between E-WOM and purchase decision. This indicates that consumer trust amplifies the impact of online reviews on purchasing decisions. These findings highlight that consumer trust plays a crucial role in the effectiveness of digital marketing strategies, especially in peer-to-peer communication contexts. The practical implications emphasize the importance of collaborating with credible influencers and managing authentic online reviews to build trust, enhance purchasing decisions, and foster brand loyalty toward Somethinc.