EFEK PUBLISITAS NEGATIF PRODUK X TERHADAP KETERLIBATAN KONSUMEN: KEPERCAYAAN KONSUMEN BERBELANJA ONLINE SEBAGAI MEDIASI

Abstract

Digital marketing has experienced massive development in recent years. This rapid development has resulted in several risks, including negative publicity that can impact brand reputation. Negative publicity significantly influences consumer purchasing behavior and brand engagement. Negative publicity also plays a role in influencing consumer trust in a brand or even the influencers who promote the brand. This study aims to identify and analyze the effects of negative publicity on consumer trust and engagement, identify the effect of consumer trust on consumer engagement, and identify the mediating effect of consumer trust on the relationship between negative publicity and consumer engagement. This study recruited 150 respondents using purposive sampling techniques. Data were obtained using questionnaires, and this study employed a quantitative method with the Structure Equation Model-Partial Least Square (SEM-PLS) approach. The results show that negative publicity has a significant effect on consumer trust and engagement, and consumer trust has a significant effect on consumer trust. Furthermore, the results also show that consumer trust significantly mediates the relationship between negative publicity and consumer engagement.