When Reviews Build Trust: The Impact of Online Reviews and Celebrity Endorsers on Barber Daily Purchase Decisions

Authors

  • Muhammad Nabil Aly Universitas Islam Nahdlatul Ulama, Jepara, Indonesia
  • Ali Ali Universitas Islam Nahdlatul Ulama, Jepara, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v8i1.9959

Keywords:

Review Online, Celebrity Endorser, Customer Trust, Purchase Decision

Abstract

In an increasingly competitive digital marketing environment, online reviews and ratings, as well as celebrity endorsements, influence how consumers evaluate products and make purchasing decisions. This study examines the effects of online reviews and ratings, as well as celebrity endorsements, on Purchase Decisions—with Customer Trust as a mediating variable—in the context of the Barber Daily face wash product. Using a quantitative method, data were collected from 200 respondents via an online questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results of this study indicate that online reviews and ratings, as well as celebrity endorsements, have a positive and significant effect on Customer Trust and Purchase Decisions. Customer Trust also has a positive and significant effect on Purchase Decisions and significantly mediates the relationship between the two variables and Purchase Decisions. These findings highlight the important role that Customer Trust plays in translating digital marketing stimuli into consumer Purchase Decisions. This study expands the literature on digital marketing and consumer behavior by highlighting the mediating role of Customer Trust in the context of Barber Daily

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Published

2026-10-23

How to Cite

Aly, M. N., & Ali, A. (2026). When Reviews Build Trust: The Impact of Online Reviews and Celebrity Endorsers on Barber Daily Purchase Decisions. Jurnal Ekonomi Manajemen Sistem Informasi, 8(1), 800–812. https://doi.org/10.38035/jemsi.v8i1.9959

Issue

Vol. 8 No. 1 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (September-Oktober 2026)

Section

Articles

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Copyright (c) 2026 Muhammad Nabil Aly, Ali Ali

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