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All Journal Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA)
Sasilintang, imadulhaq Razan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh athlete endorsement dan online review terhadap keputusan pembelian brand olahraga Ortuseight yang dimediasi kepercayaan Sasilintang, Imadulhaq Razan; Bachri, Syamsul; Muzakir; Farid
Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Vol.6, No.1 (2025): June 2025
Publisher : Universitas Widya Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37631/ebisma.v6i1.1917

Abstract

This study aims to examine the influence of athlete endorsement and online reviews on consumer trust and its impact on purchase decisions for Ortuseight products. A quantitative approach was employed using Partial Least Square–Structural Equation Modeling (PLS-SEM) for data analysis. Data were collected from 120 respondents who are consumers of the Ortuseight brand through purposive sampling. The results indicate that both athlete endorsement and online reviews have a positive and significant influence on consumer trust. Furthermore, consumer trust is proven to mediate the relationship between the two independent variables and purchase decisions. These findings highlight that a strategic combination of credible athlete endorsements and informative online reviews can effectively enhance consumer trust and drive purchase decisions for local sports brands.
Co-Authors Farid Muzakir Syamsul Bachri