PENGARUH ONLINE CUSTOMER REVIEW DAN INFLUENCER ENDORSEMENT TERHADAP PURCHASE INTENTION MELALUI TRUST SEBAGAI VARIABEL MEDIASI (Studi Kasus pada Konsumen Produk Daviena Skincare di Malang)

This research was conducted to determine and analyze the influence of online customer reviews and influencer endorsements on purchase intention, with trust as a mediating variable. This study employs explanatory research with a quantitative approach. The research population consists of skincare consumers in Malang City and Malang Regency, aged 17 to 40 years, who have seen customer reviews and influencer endorsements on TikTok. A total of 130 respondents were selected using the purposive sampling technique. Data collection was carried out through questionnaires and analyzed using scale range analysis and SmartPLS 4.0 software. The research findings indicate that online customer reviews received a very good rating, influencer endorsements were considered appealing, purchase intention was rated as intentional, and trust was perceived as credible. Online customer reviews have a positive and significant effect on both purchase intention and trust. Similarly, influencer endorsements significantly influence purchase intention and trust. However, trust does not have a significant effect on purchase intention and does not mediate the relationship between online customer reviews and purchase intention or influencer endorsements and purchase intention.