The Influence of Celebrity Endorsement and Online Customer Reviews on Purchase Decisions Through Brand Trust (Study on Consumers of Jacquelle Brand Beauty Products)
DOI:
https://doi.org/10.55927/ijabm.v4i3.373Keywords:
Celebrity Endorsement, Online Customer Review, Brand Trust, Buying Decision, Jacquelle, E-commerceAbstract
Indonesia's cosmetics industry is experiencing rapid growth, driven by the increasing interest of millennials and Gen Z in local beauty products and easy access through e-commerce. Shani Amelia's BlushHer Blush On X product from the Jacquelle brand was chosen as the object of the research. Because of its success it combines collaborations with popular influencers and a high volume of positive reviews. This study aims to analyze the influence of celebrity endorsement and online customer reviews on purchase decisions with brand trust as a mediating variable, on consumers of local cosmetic products of the Jacquelle brand. This study uses a quantitative approach with a purposive sampling technique, where data is collected through the distribution of an online questionnaire on 200 female respondents aged 17–44 years who have purchased Shani Amelia's BlushHer Blush On X product through the Shopee platform. Data analysis was carried out using the AMOS-based Path Analysis method to test the direct and indirect relationships between variables. The results of the study show that celebrity endorsement and online customer reviews have a positive and significant effect on purchase decisions and brand trust in Jacquelle's brand beauty products. However, brand trust does not have a significant influence on purchasing decisions, indicating that consumers' trust in brands does not necessarily encourage them to buy the product
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