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All Journal Maneggio: Jurnal Ilmiah Magister Manajemen Balance : Jurnal Akuntansi dan Manajemen Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis Jurnal Multidisiplin West Science International Journal of Economic, Technology and Social Sciences (Injects)
Fadli Adnin Nasution
Universitas Muhammadiyah Sumatera Utara
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Public Health Social Sciences Other

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Determination of Online Customer Reviews and Celebrity Endorsers on Buying Decisions Through Customer Satisfaction Fadli Adnin Nasution; Aswin Pratama Harahap; Satria Mirsya Affandy Nasution
International Journal of Economic, Technology and Social Sciences (Injects) Vol. 7 No. 1 (2026): May 2026
Publisher : CERED Indonesia Institute

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Abstract

This study aims to analyze the influence of online customer reviews and celebrity endorsers on purchasing decisions for Skintific skincare with customer satisfaction as an intervening variable in Medan City. This type of research is associative with a sample of 96 respondents in Medan City who use Skintific skincare. The data collection technique uses a questionnaire and the data analysis technique uses Partial Least Square (SmartPLS). The results of the study show that there is a positive and significant influence of online customer reviews on buying decisions, there is no influence of celebrity endorsers on purchasing decisions, there is a positive and significant influence of customer satisfaction on buying decisions, there is a positive and significant influence of online customer reviews on customer satisfaction, there is a positive and significant influence of celebrity endorsers on customer satisfaction, there is a positive and significant influence of online customer reviews indirectly on buying decisions through customer satisfaction, and there is a positive and significant influence of celebrity endorsers indirectly on buying decisions through customer satisfaction of Skintific skincare products
Co-Authors Ajeng Retno Pratiwi Arif Muluk Rahman Aswin Pratama Harahap Dalyanto Dalyanto Dalyanto, Dalyanto Habibie, Dian Mhd Zulkifli Hasibuan Muhammad Noer Fadlan Muslim Wijaya Muslim Wijaya, Muslim Pratiwi, Ajeng Retno Putra Ritonga, Mirwansyah Rahman, Arif Muluk Sabrina Aulia Rahmah Satria Mirsya Affandy Nasution Wan Rizca Amelia Zulham Zulham