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All Journal Jemasi Jurnal Ekonomi Manajemen dan Akuntansi
Andri Aulia Lubis
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Economics, Econometrics & Finance

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CUSTOMER REVIEWS AND INFLUENCER ENDORSEMENTS ON PURCHASE DECISIONS MEDIATED BY TRUST IN THE GOFOOD PLATFORM Andri Aulia Lubis; Erwansyah
Jemasi: Jurnal Ekonomi Manajemen dan Akuntansi Vol 21 No 2 (2025): Jemasi: Jurnal Ekonomi Manajemen dan Akuntansi
Publisher : Fakultas Ekonomi Universitas IBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35449/jemasi.v21i2.1113

Abstract

This study examines the influence of customer reviews and influencer endorsements on purchase decisions with trust in the GoFood platform as a mediating variable. Using a quantitative approach, the research collected data from 150 active GoFood users in Medan, Indonesia. Data were analyzed using Structural Equation Modeling (SEM-PLS) through SmartPLS software. The findings reveal that both customer reviews and influencer endorsements have a significant positive effect on purchase decisions directly and indirectly through platform trust. These results highlight the importance of strengthening consumer trust as a strategic factor to increase purchase intentions and customer loyalty in digital food delivery services.
Co-Authors Erwansyah