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All Journal E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Transformatika Jurnal Mirai Management Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Jurnal Ekonomi, Bisnis, dan Humaniora J-CEKI Bersama: Jurnal Pengabdian Kepada Masyarakat Proceeding of The International Conference on Management, Entrepreneurship, and Business Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Aries Setiawan
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Peran Kepercayaan dalam Memediasi Pengaruh Celebrity Endorser, Online Customer Review, dan Online Customer Rating Terhadap Minat Beli pada Produk Lipstik Wardah di E-Commerce Shopee Regita Kurnia Prahesti; Vincent Didiek Wiet Aryanto; Aries Setiawan; Adilla Kustya Ulfa
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 1 (2026): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i1.10478

Abstract

Wardah's market share fell from 27.2% (2022) to 15% (2025), even though Wardah Matte Lip Cream has 268,700 reviews with a rating of 4.9 on Shopee. This study aims to determine the role of celebrity endorsers, online customer reviews, and online customer ratings on the purchase interest of Wardah lipsticks on Shopee, with consumer trust as a mediating variable. The research method used a quantitative approach through the distribution of questionnaires to consumers who had purchased Wardah products on Shopee. Data analysis was performed using Smart PLS software. The results of this study can contribute to companies in designing more effective digital marketing strategies based on consumer trust. The results show that celebrity endorsers and online customer reviews have a significant positive effect on purchase intention, while online customer ratings do not directly affect purchase intention but have a significant effect on trust. Furthermore, trust was found to mediate the relationship between the three independent variables and purchase intention, indicating that trust is a key factor in the consumer purchase decision-making process.
Co-Authors Adilla Kustya Ulfa Agung Sedayu Ajib Catur Yudo Yuwono Andi Hallang Lewa Ardella Tasya Nismona Ariati Anomsari Aryanto, Vincent Didiek Wiet Dede Saparudin Dedi Joko Purnomo Dian Prawitasari Harini Abrilia Setyawati Herry Subagyo Ichwan Setiarso Ida Farida Karmila Lely Kusumaningrum Mahmud Mahmud Melly Hernawati merrisa fermica iskandar Miftahul Janah Moch. Sjamsul Hidajat Muhamad Aqsal Aprico Wibi Pamungkas Nur Zamzam Giovani Perdana, Tito Aditya Puji, Aris Rakhman, Itmam Aulia Regita Kurnia Prahesti Setiawan, Aries Siti Nur Azizah Viviani, Olinda Zayyan Husni Imawan