The Influence of Influencer Jennifer Coppen's Credibility and Online Customer Reviews on the Brand Trust of Jennskin Naturals Deodorant Spray on the Social Media Platform TikTok
DOI:
https://doi.org/10.31334/ijstiami.v1i2.5537Abstract
The development of social media has driven digital marketing strategies through influencers and online customer reviews. This research was conducted based on the emergence of many spray deodorants in Indonesia and how Jennskin Naturals strives to maintain consumer confidence and encourage continued use of its products. This study aims to determine the influence of the credibility of Jennifer Coppen, an influencer, and online customer reviews on brand trust in Jennskin Naturals spray deodorant. This research used a quantitative approach with descriptive methods. The sample consisted of 150 respondents who were Jennifer Coppen's followers on TikTok and had purchased at least one Jennskin Naturals product. The data were analyzed using multiple linear regression. The results of the study indicate that, partially, Influencer Credibility (X1) influences Brand Trust (Y) by 57.3%, and Online Customer Reviews (X2) influence Brand Trust (Y) by 63.9%. Simultaneously, these two independent variables significantly influence Brand Trust (Y) by 70.5%, while the remaining 29.5% is influenced by other variables not examined in this study. These findings indicate that Influencer Credibility and Online Customer Reviews play a significant role in building brand trust on social media.
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