CD Skripsi

Anali Si S Celebrity Endorsement Dan Onl Ine Cus Tomer Review Terhadap Purchase Intention Produk Moisturizer Glad2glow Melalui Trust Pada Gen Z Di Kota Pekanbaru

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ABSTRACT
This study aims to analyze the influence of celebrity endorsement and
online customer review on purchase intention of Glad2Glow moisturizer products
through trust among Generation Z in Pekanbaru City. This research employs a
quantitative method using the Structural Equation Modeling–Partial Least
Square (SEM-PLS) approach with SmartPLS 4.0 software. Data were collected
from 100 Generation Z respondents in Pekanbaru City through a questionnaire.
The results show that celebrity endorsement has a positive and significant effect
on trust and purchase intention. Similarly, online customer review has a positive
and significant effect on both trust and purchase intention. Furthermore, trust
positively and significantly affects purchase intention and is proven to mediate
the influence of celebrity endorsement and online customer review on purchase
intention positively and significantly. These findings provide strategic
implications for Glad2Glow to be more selective in choosing endorsers and to
enhance the credibility of online reviews in order to strengthen consumer trust
and increase purchase intention among Generation Z.
Keywords: Celebrity Endorsement, Online Customer Review, Purchase
Intention, Trust, Gen Z and Glad2Glow.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102110407

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102110407

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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