PERBANDINGAN PENGARUH ANTARA CUSTOMER REVIEW TERHADAP PURCHASE INTENTION DAN INFLUENCER ENDORSEMENT TERHADAP PURCHASE INTENTION DENGAN TRUST SEBAGAI VARIABEL MODERASI PADA APLIKASI TRAVELOKA

Abstract

Customers in Indonesia rely on customer reviews as a source of information when making purchases, but many have returned to utilizing influencer endorsements as a means of information dissemination. In addition, there is a gap between this study and previous ones, which is the distinction between the stimulation effects of influencer endorsements and customer reviews. The purpose of this study is to compare and contrast the effects of influencer endorsements and customer reviews on purchase intention moderated by trust in the Traveloka OTA application. The responses to a questionnaire sent to a sample of 400 Traveloka users served as the primary source of data. Bootstrapping was used to test hypotheses and perform a partial least squares (PLS) analysis on the collected data using the purposeful sampling technique. Customer reviews used as a tool for gathering product information were found to be the most influential indicator, according to the findings of this study. Likewise, the result of the examination of the upsides of the two gatherings are that the meaning of the impact of client surveys affects buy aim than powerhouse underwriting. The result of this study are supposed to be an idea or as an assessment material for Traveloka to proceed to create and improve its items, particularly in photograph sharing offices and client video surveys on its application for every convenience, to help clients in gathering item data prior to settling on a buy. It is recommended that future researchers be able to investigate variables outside of the study that may enhance the findings of this one.