ANALISIS ULASAN PELANGGAN DAN DUKUNGAN SELEBRITAS TERHADAP NIAT BELI KONSUMEN DENGAN KEPERCAYAAN SEBAGAI VARIABEL MODERASI (STUDY PADA KONSUMEN E-COMMERCE PRODUK MS-GLOW)

ABSTRACT
This study aims to examine the role of trust as a moderator in the influence of customer reviews and celebrity endorsements on the purchase intention of MS Glow products in Malang. This research uses a quantitative approach, utilizing questionnaire data with a non-probability sampling technique from 152 respondents. The data analysis methods used are scale range and Partial Least Squares (PLS). The scale range results indicate that customer reviews fall into the attractive category, celebrity endorsements fall into the attractive category, purchase intention falls into the firm category, and trust falls into the trustworthy category. Meanwhile, the PLS results show that the direct influence of customer reviews and celebrity endorsements positively affects purchase intention, and trust is unable to moderate the effect of customer reviews on purchase intention. However, it still moderates the influence of celebrity endorsements on the purchase intention of MS Glow products in Malang.
Keywords: Customer Reviews, Celebrity Support, Purchase Intention, Trust, MS Glow