Do Facebook Testimonials Increase Consumer Trust?  A Study of Khaira Rumah Jahit

Siti Katijah; Ratih Amelia; Sujarwo; Abdul Gani

doi:10.64276/ams.v1i3.84

Authors

Siti Katijah Politeknik Unggul LP3M
Ratih Amelia Politeknik Unggul LP3M
Sujarwo Politeknik Unggul LP3M
Abdul Gani Politeknik Unggul LP3M

DOI:

https://doi.org/10.64276/ams.v1i3.84

Keywords:

Testimonials, Social Media, Facebook, Consumer Trust

Abstract

This study seeks to examine the influence of customer testimonials on Facebook towards consumer trust in Khaira Rumah Jahit. The background of this research is based on the increasing role of social media as a marketing communication tool, particularly in building consumer trust through electronic word of mouth (e-WOM). Customer testimonials on Facebook are considered as social proof that can strengthen consumer perceptions of product and service quality. The research employed a quantitative associative approach with saturated sampling technique, in which all 50 customers of Khaira Rumah Jahit were taken as respondents. Data were collected through observation, documentation, and questionnaires using a Likert scale, and then analyzed with validity and reliability tests, classical assumption tests, and simple linear regression analysis. The results reveal that testimonials on Facebook have a positive and significant effect on consumer trust. The partial test (t-test) showed a significance value below 0.05, indicating that the alternative hypothesis was accepted. The coefficient of determination (R²) also demonstrates that testimonials contribute substantially to consumer trust. This finding confirms that the higher the intensity and quality of customer testimonials, the stronger the level of consumer trust in Khaira Rumah Jahit. In conclusion, customer testimonials on Facebook are proven to be an effective strategy for building consumer trust. For Khaira Rumah Jahit, consistent and professional management of testimonials on social media can serve as an important tool to enhance business image and competitiveness in the digital era.

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