Pengaruh Pemasaran Digital dan Influencer terhadap Minat Beli Ulang Pembersih Wajah Kahf melalui Customer Trust

Abstract

Kesadaran pria Indonesia terhadap kesehatan kulit dan penampilan wajah mendorong pertumbuhan pesat pasar perawatan kulit pria termasuk kategori pembersih wajah. Merek pembersih wajah lokal seperti Kahf menghadapi persaingan ketat dari merek internasional yang telah menguasai pasar melalui strategi pemasaran digital yang agresif. Meskipun Kahf memiliki tingkat engagement media sosial yang tinggi, tetapi penjualannya masih berada di bawah merek global. Kondisi ini menunjukkan adanya kesenjangan antara aktivitas pemasaran digital dan perilaku pembelian ulang konsumen. Kepercayaan konsumen dipandang sebagai faktor penting yang menjembatani pengaruh pemasaran digital terhadap keputusan pembelian ulang. Berdasarkan fenomena tersebut, penelitian ini merumuskan masalah mengenai pengaruh pemasaran digital (social media marketing dan content digital marketing) serta influencer terhadap minat beli ulang dengan customer trust sebagai variabel mediasi. Penelitian ini bertujuan menganalisis pengaruh langsung dan tidak langsung ketiga variabel tersebut terhadap minat beli ulang produk pembersih wajah Kahf. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei daring. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan kriteria responden pria yang pernah menggunakan pembersih wajah Kahf. Jumlah responden dalam penelitian ini sebanyak 265 orang yang berdomisili di wilayah Jabodetabek. Wilayah tersebut dipilih karena memiliki tingkat penggunaan internet dan media sosial yang tinggi. Data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Metode ini digunakan untuk menguji hubungan antar variabel dan peran mediasi customer trust. Analisis meliputi pengujian validitas, reliabilitas, dan koefisien jalur antar variabel. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh signifikan terhadap customer trust, tetapi tidak berpengaruh signifikan terhadap minat beli ulang. Content digital marketing dan influencer berpengaruh signifikan terhadap customer trust dan minat beli ulang. Influencer menjadi variabel dengan pengaruh paling kuat dalam membangun kepercayaan dan mendorong pembelian ulang. Customer trust terbukti berpengaruh signifikan terhadap minat beli ulang konsumen. Temuan ini menunjukkan bahwa kepercayaan konsumen lebih dipengaruhi oleh kredibilitas influencer dan kualitas konten dibandingkan interaksi media sosial semata. Implikasi manajerial menekankan pentingnya pemilihan influencer yang kompeten dan edukatif. Selain itu, perusahaan perlu mengoptimalkan konten digital untuk membangun kepercayaan dan loyalitas konsumen.

Growing awareness among Indonesian men about skin health and facial appearance has contributed to the expansion of the male skincare market, particularly facial cleansing products. Local brands such as Kahf are required to compete with international brands that have established strong market positions through intensive digital marketing efforts. Despite achieving strong engagement on social media platforms, Kahf’s sales figures remain below those of global competitors. This situation reflects a disconnect between digital marketing performance and consumers’ intentions to repurchase. In this context, customer trust plays a pivotal role in linking digital marketing activities to repurchase decisions. Accordingly, this study addresses the influence of digital marketing strategies, namely social media marketing and digital content marketing, as well as influencers, on repurchase intention, with customer trust serving as a mediating variable. The study aims to evaluate both the direct and indirect effects of these factors on repurchase intention toward Kahf facial cleanser products. A quantitative research design was employed using an online survey as the primary data collection method. Respondents were selected through purposive sampling, focusing on male consumers who had previously used Kahf facial cleanser. The study involved 265 respondents living in the Greater Jakarta (Jabodetabek) area, which was chosen due to its high internet penetration and active social media usage. Data were gathered using structured questionnaires. The collected data were analyzed using Structural Equation Modeling with the Partial Least Squares approach (SEM-PLS). This analytical method enabled the examination of relationships among the study variables as well as the mediating role of customer trust. The analysis included assessments of validity, reliability, and structural path relationships. The findings reveal that social media marketing significantly influences customer trust but does not directly affect repurchase intention. Conversely, digital content marketing and influencer activities have a significant impact on both customer trust and repurchase intention. Among the examined variables, influencers exert the strongest influence in fostering trust and encouraging repeat purchases. Customer trust itself is shown to have a significant effect on consumers’ repurchase intention. These results indicate that trust is shaped more strongly by influencer credibility and the quality of digital content than by social media interactions alone. From a managerial perspective, the findings highlight the importance of engaging knowledgeable and educational influencers. Furthermore, companies are encouraged to enhance the quality of their digital content to strengthen customer trust and support long-term consumer loyalty.