The Influence of Business Ethics and Viral Marketing on Trust Consumers Through Brand Image as A Mediating Variable

Amelia Putri; Erry  Sunarya; Darmo H.  Suwiryo

doi:10.38035/dijefa.v5i3.3032

Authors

Amelia Putri Universitas Muhammadiyah Sukabumi, Indonesia
Erry Sunarya Universitas Muhammadiyah Sukabumi, Indonesia
Darmo H. Suwiryo Universitas Muhammadiyah Sukabumi, Indonesia

DOI:

https://doi.org/10.38035/dijefa.v5i3.3032

Keywords:

Business Ethics, Viral Marketing, Trust Consumers, Brand Image

Abstract

The problem phenomenon addressed in this study is the low level of consumer trust in MS Glow skincare products compared to its competitors. This research aims to examine the influence of business ethics and viral marketing on consumer trust with brand image as a mediating variable. The research method used is quantitative with a causal descriptive approach. The population of the study consists of female students in Sukabumi who are MS Glow users, with a sampling technique of probability sampling using proportionate stratified random sampling and a sample size of 391 respondents. The data analysis technique used is Structural Equation Modeling (SEM). The results of the study indicate that business ethics does not have a significant direct effect on consumer trust but has a significant positive effect on brand image. Additionally, brand image has a significant effect on consumer trust. Viral marketing also has a significant impact on both brand image and consumer trust. Mediation results show that brand image fully mediates the relationship between business ethics and consumer trust, as well as between viral marketing and consumer trust. Therefore, brand image plays a crucial role in enhancing consumer trust in MS Glow products.

References

Andora, M., & Yusuf, A. (2021). Pengaruh Viral Marketing Terhadap Keputusan Pembelian Melalui Kepercayaan Pelanggan Pada Platform Shopee. Manajerial.

Astasari, M. O., & Sudarwanto, T. (2021). Pengaaruh Viral Marketing dan Kepercayaan Konsumen Terhadap Minat Beli Konsumen. Jurnal Manajemen, 195-203.

Hanifah, N., Rkt, L. S., Nanda Nst, A. D., Nadila, N., Nainggolan, A. E., & Ramadhani, I. P. (2024). Citra Merek Terhadap Kepercayaan Konsumen Pada Keunggulan Produk Kosmetik MS Glow. El-Mujtama: Jurnal Pengabdian Masyarakat, 286-293.

Hasibuan, M., & Nawawi, Z. M. (2024). Peran Etika Bisnis dalam Membengun Kepercayaan Konsumen. Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan (JEMPPER), 50-68.

Huh, J., Kim, H., Rath, B., Lu, X., & Srivastava, J. (2020). You reap where you show: a trust-based approach to initial seeding for viral advertising. International Journal of Advertising, 39(7), 963-989.

Indriani, H. L., Agustina, U., Dahar, U. T., & Agustiawan, A. (2024). Peran Etika Bisnis Terhadap Kepercayaan Konsumen.

Istiqomah, K., & Nurhidayati, M. (2023). Pengaruh Penerapan Etika Bisnis Islam Dan Kualitas Pelayanan Terhadap Kepercayaaan Dan Kepuasan Konsumen Pada rumah Loundry di Desa Biting Badegan Ponorogo. Jurnal Al-Ittifaq: Jurnal Ekonomi Syariah, 2(1), 11-30.

Pramudita, R., Chamida, S., & Wahyuningsih, D. W. (2022). Pengaru Brand Image, Brand Trust dan Brand Satisfaction Terhadap Brand Loyalty Pengguna Marketplace Tokopedia. ISQUANT: Jurnal Ekonomi, Manajemen dan Akuntansi, 238-248.

Santoso, D. S., & Dwijayanti, R. (2022). Pengaruh Viral Marketing Terhadap Keputusan Pembelian Dengan Kepercayaan Konsumen Sebagai Variabel Intervening (Studi Kasus Pada Mahasiswa Jurusan Pendidikan Ekonomi Universitas Negeri Surabaya Pembeli Aksesoris Handphone Di Shopee). Jurnal Pendidikan Tata Niaga (JPTN), 2723-3901.

Tamindael, M., & Ruslim, T. S. (2021). Pengaruh Komunikasi dan Citra Merek Terhadap Loyalitas Merek dengan Kepercayaan Sebagai Mediasi. Jurnal Manajemen dan Kewirausahaan, 3(1), 236-244.