ANALISIS PENGARUH AUTHENTICITY DAN PHYSICAL ATTRACTIVENESS INFLUENCER MARKETING SERTA MOBILE CONVENIENCE PADA PRODUK SCARLETT WHITENING DENGAN GREEN TRUST SEBAGAI VARIABEL INTERVENING

Abstract

ABSTRACT This study seeks to bridge the gap between green trust and repurchase intention among Scarlett Whitening consumers in Central Java by emphasizing authenticity, physical attractiveness, and mobile convenience. Data was collected by sending online surveys with closed and open questions, which yielded 200 responses. Criteria respondents are Scarlett Whitening consumers who follow influencers on social media, have never used Scarlett Whitening products, and live in Semarang. The questionnaire data was then quantitatively evaluated structurally using SEM (Structural Equation Modeling) and AMOS (analysis Moment of Structural) 24. The findings of this study demonstrate that authenticity and mobile convenience can significantly improve the association between green trust and repurchase intention. Green trust is positively and significantly influenced by authenticity, mobile convenience, and repurchase intention. However, there is a rejection of a hypothesis with a negative and small effect between physical attractiveness and green trust.