Jemasi Jurnal Ekonomi Manajemen dan Akuntansi
Vol 21 No 2 (2025): Jemasi: Jurnal Ekonomi Manajemen dan Akuntansi

CUSTOMER REVIEWS AND INFLUENCER ENDORSEMENTS ON PURCHASE DECISIONS MEDIATED BY TRUST IN THE GOFOOD PLATFORM

Andri Aulia Lubis (Unknown)
Erwansyah (Unknown)

Article Info

Publish Date
31 Dec 2025

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.

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Journal Info
Jemasi Jurnal Ekonomi Manajemen dan Akuntansi
Website

Abbrev

jemasi

Publisher

Universitas IBA Palembang

Subject

Economics, Econometrics & Finance

Description

Jemasi (1858-2702) is a peer-reviewed journal which is published by Economic Faculty Universitas IBA publishes biannually in June dan December. It is also published in two versions; print out and electronic. This journal provides immediate open access to its content on the principle that making ...