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p-Index From 2021 - 2026
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All Journal JER Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Adilla Kustya Ulfa
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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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.
Keputusan Pembelian Produk Somethinc: Peran Kepuasan Konsumen sebagai Mediator Sagita Adinda Fitri; Vincent Didiek Wiet Aryanto; Diana Aqmala; Adilla Kustya Ulfa
Jurnal Economic Resource Vol. 9 No. 2 (2026): April - September
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v9i2.2476

Abstract

Penelitian ini menguji pengaruh kualitas layanan dan kepercayaan konsumen terhadap keputusan pembelian dengan kepuasan konsumen sebagai variabel mediasi pada mahasiswa UDINUS. Menggunakan purposive sampling dan analisis PLS- SEM (SmartPLS 4.0), hasil menunjukkan bahwa kualitas layanan dan kepercayaan konsumen berpengaruh positif terhadap kepuasan dan keputusan pembelian, kepuasan konsumen memediasi hubungan tersebut secara signifikan.
Co-Authors Aries Setiawan Diana Aqmala Regita Kurnia Prahesti Sagita Adinda Fitri Vincent Didiek Wiet Aryanto