PENGARUH ONLINE CUSTOMER REVIEW DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN SKINTIFIC YANG DIMEDIASI KEPERCAYAAN KONSUMEN DALAM PLATFORM TIKTOK SHOP

This study aims to analyze how the influence of online customer reviews and celebrity endorser on Skintific purchase decision mediated by consumer trust in the TikTok Shop platform. This research uses a quantitative approach with purposive sampling method. Data was collected from 100 respondents who are Skintific
consumer actively shopping through TikTok Shop. The data taken is primary data obtained from the questionnaire results. The data analysis technique in this study uses the SEM-PLS method with the help of SmartPLS software version 4. The results showed that online customer review have a positive and significant effect on purchase decision, celebrity endorser have no significant effect on purchase
decision, online customer review have a positive and significant effect on consumer trust, celebrity endorser have a positive and significant effect on consumer trust. As for the mediation results, consumer trust mediates the effect of online customer review on purchase decision, and consumer trust mediates the effect of celebrity endorser on purchasing decision.