PENGARUH TERPAAN INFORMASI OLEH AKUN @DOKTERDETEKTIF DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN THE ORIGINOTE PASCA ISU OVERCLAIM

Abstract

The widespread issue of overclaim, revealed by the anonymous professional doctor behind the @dokterdetektif account, regarding the discrepancy between the actual content and the packaging claims of The Originote skincare product, has led to consumer disappointment and a decline in sales. In addressing this issue, this study aims to examine the extent to which Information Exposure and Brand Trust simultaneously and partially influence consumers’ Purchase Decisions following the overclaim controversy. This research employs a quantitative explanatory method using multiple linear regression analysis via SPSS, involving 110 active users of The Originote in Semarang City, selected through purposive sampling, with data collected through structured questionnaires. The analysis results show that Information Exposure and Brand Trust simultaneously have a positive and highly significant influence on Purchase Decisions. Partially, Brand Trust has a more dominant effect on Purchase Decisions compared to Information Exposure, with both showing significant influence but Brand Trust having a higher impact. This study applies the Persuasion Knowledge Model to explain how consumers’ understanding of persuasion strategies and brand trust interact in shaping purchase intentions. These findings suggest the need for standardized product claim verification, enhanced communication transparency, and periodic brand trust audits as operational solutions to restore consumer confidence and improve The Originote's sales performance.