The Effect Of Product Quality And Influencer Marketing On Consumer Satisfaction With Consumer Trust As An Intervening Variabel In The Originote Skincare Products In Bogor Regency

Abstract

Background: The rapid growth of the skincare industry in Indonesia, driven by increasing consumer
awareness of skincare, has intensified competition among brands. Companies are required not only
to focus on product quality but also to adopt effective marketing strategies such as influencer
marketing. The Originote, a local skincare brand, utilizes influencer marketing to enhance consumer
trust and satisfaction. However, variations in consumer perceptions highlight the need for further
investigation into how product quality and influencer marketing affect consumer trust and
satisfaction.

Purpose: This study aims to identify and analyze the influence of product quality, influencer marketing,
and consumer satisfaction on consumer trust in The Originote products in Bogor Regency.

Methodology: This research employs a quantitative approach using descriptive and verificative
methods. The population consists of users of The Originote products in Bogor Regency, with a total
sample of 100 consumers selected through a survey method. Data were collected using
questionnaires with a Likert scale and analyzed through path analysis using SPSS version 25.0.

Finding: The findings indicate that product quality and influencer marketing have both direct and
indirect effects on consumer satisfaction through consumer trust as an intervening variable. The
results emphasize the importance of maintaining product quality and credible influencer collaborations
to enhance customer trust and loyalty.

Limitation: This study is limited to The Originote skincare consumers in Bogor Regency, so the
results may not be generalizable to other regions or skincare brands.

Originality: This study provides empirical evidence on the mediating role of consumer trust in the
relationship between product quality, influencer marketing, and consumer satisfaction within the
local skincare industry context.