PENGARUH BEAUTY INFLUENCER DAN REVIEW PRODUK TERHADAP MINAT BELI PRODUK SOMETHINC YANG DIMEDIASI OLEH BRAND TRUST PADA PLATFORM TIKTOK SHOP

This study aims to analyze the influence of Beauty influencers and Product
Reviews on Purchase Interest in Somethinc products, with Brand trust as a
mediating variable, on the TikTok Shop platform. This research employs a
quantitative method with purposive sampling of 120 respondents. Data were
collected through an online questionnaire and analyzed using the Structural
Equation Modeling (SEM) method with SmartPLS software. Instrument testing
was conducted through validity and reliability tests. Data analysis techniques
included the outer model and inner model tests. The results indicate that Beauty
influencers and Product Reviews have a positive and significant effect on
Purchase Interest through Brand trust as a mediating variable. These findings
suggest that the higher the credibility of Beauty influencers and the quality of
Product Reviews, the greater consumers' trust in the brand, ultimately
increasing their interest in purchasing Somethinc products.