Celebrity Endorsers and Online Customer Reviews on Purchase Decisions: The Mediating Role of Brand Trust

Abstract

This study analyzes the impact of a famous person endorsers and internet client testimonials on purchasing choices, with confidence in the brand serving as a variable that mediates in the context of the Hanasui cosmetics. A numerical research strategy was used. by distributing surveys to 100 consumers of Hanasui products in Jepara Regency using purposive sampling . gathered structural equation modeling with partial least squares (PLS-SEM) with SmartPLS 3.0 was used to evaluate the data in order to both both direct and indirect connections among the variables.The findings show that celebrity endorsers and online customer reviews have a favorable and noteworthy impact on brand trust and Purchasing choices .Furthermore, brand Have faith is proven to mediate the connection between celebrity endorsers also purchasing decisions, in addition to between Online consumer evaluations and purchases choices.This research contributes novelty by integrating internet and celebrity endorsements customer evaluations within A brand trust mediation framework, which has rarely been examined in previous studies, particularly in the context of local cosmetic brands . After a .practical However, the results stress the significance of strengthening brand trust through credible celebrity endorsers and authentic customer reviews to enhance digital marketing effectiveness and foster customer loyalty.