Pengaruh Social Presence dan Influencer Marketing terhadap Impulsive Buying melalui Customer Trust sebagai Variabel Mediasi
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Social Presence dan Influencer Marketing terhadap Impulsive Buying, baik secara langsung maupun tidak langsung melalui Customer Trust sebagai variabel mediasi, pada konsumen Generasi Z pengguna produk skincare lokal SCORA di media sosial TikTok. Penelitian ini didasarkan pada grand theory Stimulus-Organism-Response (S-O-R), di mana Social Presence dan Influencer Marketing diposisikan sebagai stimulus yang mempengaruhi kondisi psikologis konsumen berupa Customer Trust sebagai organisme, yang pada akhirnya mendorong Impulsive Buying sebagai respons konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner daring kepada 140 responden Generasi Z berusia 17–29 tahun yang berdomisili di DKI Jakarta serta pernah membeli dan menggunakan produk SCORA. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling. Data penelitian dianalisis menggunakan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa Social Presence dan Influencer Marketing berpengaruh positif dan signifikan terhadap Customer Trust. Selain itu, Social Presence, Influencer Marketing, dan Customer Trust berpengaruh positif dan signifikan terhadap Impulsive Buying. Customer Trust terbukti memediasi secara parsial pengaruh Social Presence dan Influencer Marketing terhadap Impulsive Buying. Penelitian ini memberikan implikasi bagi pelaku usaha skincare lokal dalam mengoptimalkan strategi pemasaran digital untuk meningkatkan kepercayaan konsumen dan mendorong Impulsive Buying.
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