Online Reviews and Influencer Endorsements on Purchase Intention through Trust among Generation Z Skintific Consumers

Abstract

This study examines the influence of online customer reviews and influencer endorsements on purchase intention through consumer trust on the TikTok platform, focusing on Generation Z users of Skintific products in Makassar City. The rapid development of digital marketing has transformed how consumers access information and evaluate products, making online reviews and influencer endorsements key references in shaping purchase decisions. This research employs a quantitative approach with an explanatory design, involving 150 respondents selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method via SmartPLS. The findings reveal that online customer reviews and influencer endorsements do not have a direct effect on purchase intention. However, consumer trust has a significant positive effect on purchase intention and successfully mediates the relationship between both independent variables and purchase intention. These results highlight the crucial role of consumer trust in influencing purchasing behavior, suggesting that companies should prioritize building trust through credible information, transparent reviews, and effective digital marketing strategies.