CD Tesis

peran brand trustdan daya tarikkonten media sosialsebagaimediasipengaruh klaim produk berlebihanterhadapkeputusanpembeliankonsumen skincaredi kota pekanbaru

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This study examines how excessive product claims in skincare promotions affect consumer purchase decisions in Pekanbaru City, as well as the role of brand trust and the attractiveness of social media content as mediating variables. The background of the research is the rampant excessive claims on social media that have the potential to affect consumer perception and purchase intention in the digital era.
The method used is quantitative with a causal (explanatory) approach. Data were collected through an online questionnaire on respondents aged 20–45 years who were active in social media (n = 170, implementation May–June 2025). Data analysis was carried out with SEM-PLS (SmartPLS) to test the direct influence and mediation between variables.
The main results showed that excessive product claims had a positive effect on purchasing decisions but the direct effect was relatively small (β = 0.222). The claim significantly increases brand trust (β = 0.493) and content engagement (β = 0.464). Brand trust had a strong influence on purchasing decisions (β = 0.442), while content appeal also had a positive effect (β = 0.315). The mediation test showed significant mediation: claims → brand trust → purchase decisions (mediation coefficient ≈ 0.218, t = 4.979, p < 0.001) and claims → content attractiveness → purchase decision (mediation coefficient ≈ 0.146, t = 3.863, p < 0.001). These findings suggest that the effect of over-claims on purchase decisions runs more indirectly through the formation of brand trust and through the appeal of content than through the direct effect.
Ke ywords : Brand Trust, Social Media Content Appeal, Exaggerated Product Claims, Purchase Decisions, Skincare

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2302248871

Penerbit

Pekanbaru : UNRI – PASCA – Magister Manajemen., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2302248871

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Magister Manajemen

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rahmat

Versi lain/terkait

Lampiran Berkas

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