Anteseden dari initial trust serta dampaknya terhadap visit intention dengan moderasi social media engagement (studi pada Instagram Beauty Clinic ZAP)

Mandriani, Azmia (2023) Anteseden dari initial trust serta dampaknya terhadap visit intention dengan moderasi social media engagement (studi pada Instagram Beauty Clinic ZAP). Masters thesis, Universitas Pelita Harapan.

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Abstract

Industri kecantikan merupakan industri yang terus mengalami pertumbuhan dan ekspansi yang diprediksi akan tumbuh mencapai $800 miliar pada tahun 2025. Penelitian ini menguji pengaruh manfaat review online, review ahli, waktu review, jumlah review, review positif, review negatif dan comprehensive review pada initial trust dan dampaknya pada visit intention yang dimoderasi oleh social media engagement. Penelitian ini dilakukan pada 410 konsumen zap clinic. Jenis penelitian yang digunakan adalah kuantitatif dengan teknik analisa SEM-PLS. Hasil penelitian menunjukan bahwa sosial media engagement memiliki pengaruh yang signifikan terhadap visit intention, dan kepercayaan memiliki pengaruh yang signifikan terhadap visit intention. Sedangkan pada variabel lainnya tidak memiliki pengaruh yang signifikan. / The beauty industry is an industry that continues to experience growth and expansion which is predicted to grow to $800 billion by 2025. This study examines the effect of the benefits of online reviews, expert reviews, review time, number of reviews, positive reviews, negative reviews and comprehensive reviews on initial trust and the impact on visit intention is moderated by social media engagement. This research was conducted on 410 zap clinic consumers. The type of research used is quantitative with SEM-PLS analysis techniques. The results of the study show that social media engagement has a significant effect on visit intention, and trust has a significant effect on visit intention. While the other variables do not have a significant effect.

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