<![CDATA[Industri kecantikan di Indonesia mengalami pertumbuhan pesat, didukung oleh populasi muda dan kesadaran akan pentingnya perawatan kulit. Untuk meningkatkan minat beli konsumen, perusahaan kosmetik menggunakan berbagai strategi pemasaran, termasuk online customer review dan celebrity endorsement. Penelitian ini bertujuan untuk mengeksplorasi peran brand trust dalam memediasi pengaruh online customer review dan celebrity endorsement terhadap purchase intention pada produk perawatan tubuh di DKI Jakarta. Metode penelitian yang digunakan adalah deskriptif dengan pengumpulan data melalui kuesioner online (g-form) yang diisi oleh 160 responden yang memenuhi kriteria menggunakan teknik purposive sampling. Kuesioner menggunakan skala Likert 1-6 untuk mengukur variabel, dan analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) dengan software SmartPLS 4. Hasil penelitian menunjukkan bahwa online customer review dan celebrity endorsement memiliki pengaruh positif signifikan terhadap brand trust dan purchase intention. Selain itu, brand trust memediasi secara signifikan pengaruh online customer review dan celebrity endorsement terhadap purchase intention. Kesimpulan penelitian ini menekankan pentingnya brand trust dalam memperkuat niat beli konsumen melalui strategi pemasaran berbasis ulasan online dan dukungan selebriti dalam rangka memperkuat posisinya di pasar yang semakin kompetitif. The beauty industry in Indonesia has experienced rapid growth, supported by a young population and an increasing awareness of the importance of skincare. To enhance consumer purchase intention, cosmetic companies employ various marketing strategies, including online customer reviews and celebrity endorsement. This study aims to explore the role of brand trust in mediating the influence of online customer reviews and celebrity endorsement on purchase intention for body care products in DKI Jakarta. The research method used is descriptive, with data collected through an online questionnaire (g-form) filled out by 160 respondents who met the criteria using purposive sampling. The questionnaire utilized a 1-6 Likert scale to measure variables, and data analysis was performed using Structural Equation Modeling (SEM) with SmartPLS 4 software. The results of the study show that online customer reviews and celebrity endorsement have a significant positive impact on brand trust and purchase intention. Furthermore, brand trust was found to play a significant mediating role between online customer reviews, celebrity endorsement, and purchase intention. The conclusion of this study emphasizes the importance of brand trust in strengthening consumer purchase intention through marketing strategies based on online reviews and celebrity endorsement in order to strengthen their position in an increasingly competitive market.]]>
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