THE ROLE OF CELEBRITY ENDORSEMENT AND ONLINE CUSTOMER REVIEWS OF PURCHASE INTENTION OF MAKE OVER COSMETIC PRODUCTS WITH PURCHASES ON SHOPEE THROUGH BRAND TRUST AS AN INTERVENING VARIABLE
Keywords:
Celebrity Endorsement, Online Customer Review, Brand Trust, Purchase IntentionAbstract
This study analyzes the effect of celebrity endorsement and online customer review on purchase intention of Make Over cosmetic products, with brand trust as an intervening variable on the Shopee platform. The research is based on the growing consumption of cosmetics through e-commerce and the crucial role of public figures and consumer reviews in influencing buying intentions. The study employs a quantitative method using the Partial Least Square (PLS) approach and purposive sampling of 126 respondents who have purchased Make Over products via Shopee. The results show that celebrity endorsement and online customer review have a significant positive effect on brand trust, which in turn affects purchase intention. Both factors also have an indirect effect through brand trust. These findings highlight the importance of building brand trust through appropriate endorser selection and active management of consumer reviews.References
Alvionita, Selvi & Bambang. 2021, ” Pengaruh Celebrity endoraement,Brand Image dan Customer Review terhadap Purchase Intention (Studi Pada Konsumen Produk Kecantikan Scarlett Whitening Kabupaten Brebes)”. Journal of Management & Business, Volume 4, Pages 374 - 385
Aref, M. (2023), "Identifying online purchasing intention in Egypt: a fuzzy set qualitative comparative approach", Journal of Internet and Digital Economics, Vol. 3 No. 1/2, pp. 33-52
Ayatulloh Michael Musyaffi , Hera Khairunnisa , Dwi Kismayanti Respati. KONSEP DASAR STRUCTURAL EQUATION MODEL - PARTIAL LEAST SQUARE (SEM-PLS) MENGGUNAKAN SMARTPLS. Pascal Books. 2022. Diakses pada tanggal 10 Januari2025 https://books.google.co.id/books?hl=id&lr=&id=KXpjEAAAQBAJ&oi=fnd&pg=PA2&dq=analisis+sem+pls&ots=e0Yo86psbL&sig=OC7owQWYeEl2o4yYy68_0XtJFeg&redir_esc=y#v=onepage&q=analisis%20sem%20pls&f=false
Cantika, 2024. Make Over Perkenalkan Wajah Baru, dari Laura Basuki hingga Isyana Sarasvati. Diakses pada tanggal 26 Desember 2024. https://www.cantika.com/read/1858483/make-over-perkenalkan-wajah-baru-dari-laura-basuki-hingga-isyana-sarasvati
Dewi, & I Gst. Ngurah Jaya Agung Widagda. (2024). Peran Brand Trust Memediasi Pengaruh Celebrity Endorse terhadap Purchase Intention Produk Sabun Pembersih Wajah Biore di Kota Denpasar. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(8)
Evan, A., Gunawan, A. A., Pardede, C. A., Wibowo, F. H., & Noviyandi, R. (2021). How celebrity endorsement influences consumer’s purchase intention of fashion products on Instagram. Indonesian Business Review, 4(1), 44-56.
Febrian, A., & Fadly, M. (2021). Brand trust as celebrity endorser marketing moderator’s role. Jurnal Aplikasi Manajemen, 19 (1), 207-216.
Fimela, 2019. Make Over Perkenalkan Paula Verhoeven Sebagai Brand Ambassador. Diakses pada tanggal 26 Desember 2024. https://www.fimela.com/beauty/read/3980259/make-over-perkenalkan-paula-verhoeven-sebagai-brand-ambassador?page=2
Firman, A., Ilyas, G. B., Reza, H. K., Lestari, S. D., & Putra, A. H. P. K. (2021). The mediating role of customer trust on the relationships of celebrity endorsement and e-WOM to Instagram Purchase intention. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(1), 107-126.
Hasan, G., & Elviana, E. (2022, September). Effect of Brand Image, Celebrity Endorsement, EWOM, Brand Awareness and Social Media Communication on Purchase Intention with Brand Trust as a Mediation Variable on Smartphone Users in Batam City. In Conference on Business, Social Sciences and Technology (CoNeScINTech) (Vol. 2, No. 1, pp. 153-161).
Helbert, J. J., & Ariawan, I. G. S. P. (2021). Pengaruh Celebrity Endorsement vs Influencer Endorsement vs. Online Customer Review Terhadap Purchase Intention pada Produk Skincare. Eqien - Jurnal Ekonomi Dan Bisnis, 8(2), 353 –370
Kamalasena, B. D. T. M., & Sirisena, A. B. (2021). the impact of online communities and e word of mouth on purchase intention of generation Y: The mediating role of brand trust.
Kanwar, A., & Huang, Y. C. (2022). Indian females inclination towards cosmetic brands purchase intention influenced by celebrity endorsement through perceived quality and brand trust. Review of Integrative Business and Economics Research, 11(3), 61-80.
Karunasingha, A. and Abeysekera, N. (2022), "The mediating effect of trust on consumer behavior in social media marketing environments", South Asian Journal of Marketing, Vol. 3 No. 2, pp. 135-149
Kompasiana, 2023. Alasan Shopee Lebih Populer Dibandingkan Tokopedia. Diakses pada tanggal 13 Desember 2024. https://www.kompasiana.com/luxampire3535/63c0bf6b08a8b570d01e7f22/alasan-shopee-lebih-populer-dibandingkan-tokopedia
Lili, Z., Al Mamun, A., Hayat, N., Salamah, A. A., Yang, Q., & Ali, M. H. (2022). Celebrity endorsement, brand equity, and green cosmetics purchase intention among Chinese youth. Frontiers in psychology, 13.
Macheka, T., Quaye, E. S., & Ligaraba, N. (2024). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers, 25(4), 462-482.
Mahfud Sholihin, Dwi Ratmono. Analisis SEM-PLS dengan WarpPLS 7.0 untuk Hubungan Nonlinier dalam Penelitian Sosial dan Bisnis. Penerbit Andi, 2021. Diakses pada tanggal 10 Januari 2025 https://books.google.co.id/books?hl=id&lr=&id=NbMWEAAAQBAJ&oi=fnd&pg=PP1&dq=metode+sem+pls&ots=X6dEAcZkaW&sig=LrfBT0v0g3p2OThhIMsSNIoOzz0&redir_esc=y#v=onepage&q&f=false
Mahmud, K., Imtiaz, M. dan Ahmed, WU (2019), “Kepuasan konsumen umum terhadap belanja online di Bangladesh”, Asia Journal of Contemporary Business, Economics and Law, Vol. 18 No. 2, hlm. 11-21
Merdeka.com, 2023. Nurhayati Subakat, Orang Minang Pemilik Brand Make Over Berawal dari Industri Rumahan. Diakses pada tanggal 16 Desember 2024. https://www.merdeka.com/uang/nurhayati-subakat-orang-minang-pemilik-brand-make-over-berawal-dari-industri-rumahan.html?page=3
Mpmbeauty, 2024. Bagaimana E-Commerce Mengubah Wajah Bisnis Kosmetik. Diakses pada tanggal 16 Desember 2024. https://mpmbeauty.co.id/bagaimana-e-commerce-mengubah-wajah-bisnis-kosmetik/
Mybest, 2024. 10 Rekomendasi Make Over Powerstay Terbaik (Terbaru Tahun 2024). Diakses pada tanggal 14 Desember 2024. https://id.my-best.com/138268
Nuraida, C. F., Andharini, S. N., & Satiti, N. R. (2022). The Influence of Celebrity Endorsers on Purchasing Intention through the Shopee Application with Brand Trust as Mediation Variable. Jurnal Manajemen Bisnis dan Kewirausahaan, 2(03), 235-244.
Pahlevi, 2022. Survei: Mayoritas Publik Belanja Kosmetik di E-Commerce. Diakses pada tanggal 15 Desember 2024. https://databoks.katadata.co.id/produk-konsumen/statistik/c00ab6443c09f00/survei-mayoritas-publik-belanja-kosmetik-di-e-commerce
Salsabila, 2023. 17 Brand Pemenang Female Daily Best of Beauty Awards 2023. Diakses pada tanggal 15 Desember 2024. https://www.cnbcindonesia.com/lifestyle/20231214170413-33-497460/17-brand-pemenang-female-daily-best-of-beauty-awards-2023
Shaker, A. K., Mostafa, R. H., & Elseidi, R. I. (2023). Predicting intention to follow online restaurant community advice: a trust-integrated technology acceptance model. European Journal of Management and Business Economics, 32(2), 185-202.
Tran, V. D., Nguyen, M. D., & Lương, L. A. (2022). The effects of online credible review on brand trust dimensions and willingness to buy: Evidence from Vietnam consumers. Cogent Business & Management, 9(1), 2038840.
Umi Narimawati., dkk. Ragam Analisis dalam Metode Penelitian: untuk Penulisan Skripsi, Tesis, & Disertasi. (2020). Ukraina: Andi Offset. Diakses pada tanggal 10 Januari 2025
https://www.google.co.id/books/edition/Ragam_Analisis_dalam_Metode_Penelitian/bEYMEAAAQBAJ?hl=id&gbpv=0
Utami, P., Udayana, I. B. N., & Ningrum, N. K. (2024). Pengaruh Celebrity Endorsement Bintang Emon dan Social Media Marketing terhadap Purchase Intention Melalui Brand Trust pada Smartphone Samsung. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(1), 67-79.
Wijaya, V., & Keni, K. (2022). Pengaruh celebrity endorsement terhadap purchase intention, mediasi brand trust dan brand attitude pada produk skincare. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 6(2), 274-287.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Manajemen dan Dinamika Bisnis (JMDB)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- The journal allow the authors to hold the copyright without restrictions and allow the authors to retain publishing rights without restrictions.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
This work is licensed under a Creative Commons Attribution 4.0 International License. Which means you are free to:- Share - copy and redistribute the material in any medium or format
- Adapt - remix, transform, and build upon the material for any purpose, even commercially.
