PENGARUH KREDIBILITAS INFLUENCER, KETERLIBATAN EMOSIONAL, DAN KUANTITAS USER-GENERATED CONTENT TERHADAP BRAND TRUST RIMBACARE RIMBALIFE DI PLATFORM TIKTOK SHOP (Studi pada Member Gym di Kabupaten Lamongan)
DOI:
https://doi.org/10.61722/jaem.v3i3.12352Keywords:
Brand Trust, Keterlibatan Emosional, Kredibilitas Influencer, TikTok Shop, User-Generated ContentAbstract
Maraknya pemasaran produk melalui social commerce membuat konsumen kian sulit menakar brand mana yang benar-benar layak dipercaya, terutama untuk kategori produk yang bersentuhan langsung dengan kesehatan seperti suplemen olahraga. Artikel ini menyajikan hasil pengujian empiris atas tiga determinan brand trust suplemen creatine RimbaCare Rimbalife pada platform TikTok Shop, yaitu kredibilitas influencer, keterlibatan emosional, dan kuantitas user-generated content (UGC). Pendekatan kuantitatif dengan desain kausal digunakan pada 93 member gym di enam pusat kebugaran Kabupaten Lamongan yang dipilih secara proporsional berdasarkan rumus Slovin. Data dari kuesioner Likert dianalisis dengan regresi linier berganda, dilengkapi uji asumsi klasik, uji t, uji F, dan koefisien determinasi. Hasil analisis menunjukkan ketiga variabel berpengaruh positif dan signifikan terhadap brand trust, baik secara parsial (t-hitung X1=10,932; X2=7,321; X3=8,683; p<0,05) maupun simultan (F-hitung=81,905; p<0,05), dengan Adjusted R Square sebesar 0,725. Kredibilitas influencer terbukti sebagai prediktor paling dominan (Beta=0,602), diikuti kuantitas UGC (Beta=0,480) dan keterlibatan emosional (Beta=0,407). Temuan ini memperkuat relevansi Source Credibility Theory dan Trust Theory sekaligus memberi pijakan praktis bagi brand suplemen dalam merancang kolaborasi influencer dan strategi konten berbasis pengguna di TikTok Shop.
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