PERAN AUTHENTIC COMMUNICATION MEMEDIASI PENGARUH KEY OPINION LEADER CREDIBILITY DAN BRAND TRANSPARENCY TERHADAP BRAND TRUST
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i7.p05Kata Kunci:
authentic communication; azarine; brand transparency; brand trust; key opinion leader credibilityAbstrak
Penelitian ini didasarkan pada meningkatnya perhatian konsumen terhadap kredibilitas informasi, brand transparency, dan authentic communication dalam industri kosmetik. Penelitian ini bertujuan untuk menganalisis pengaruh key opinion leader credibility dan brand transparency terhadap brand trust pada produk kosmetik brand Azarine, serta menguji peran authentic communication sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 227 konsumen Azarine di Bali yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa key opinion leader credibility dan brand transparency berpengaruh positif dan signifikan terhadap brand trust serta authentic communication. Namun, authentic communication hanya terbukti memediasi hubungan antara brand transparency dan brand trust. Temuan ini menunjukkan bahwa kepercayaan konsumen terhadap Azarine lebih kuat dibangun melalui brand transparency yang dikomunikasikan secara autentik.
This study is based on the increasing consumer attention to information credibility, brand transparency, and authentic communication in the cosmetics industry. It aims to analyze the effects of key opinion leader credibility and brand transparency on brand trust in Azarine cosmetic products, as well as to examine the mediating role of authentic communication. A quantitative approach was employed using a survey of 227 Azarine consumers in Bali selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling. The results show that key opinion leader credibility and brand transparency have positive and significant effects on both brand trust and authentic communication. In addition, authentic communication significantly influences brand trust. In the mediation analysis, authentic communication is found to mediate only the relationship between brand transparency and brand trust, but not the relationship between key opinion leader credibility and brand trust. These findings indicate that consumer trust in Azarine is more strongly built through transparently and authentically communicated brand practices.
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