Pengaruh Celebrity Endorsement dan Online Customer Review terhadap Keputusan Pembelian melalui Brand Trust (Studi pada Konsumen Produk Kecantikan Merek Jacquelle)

The Influence of Celebrity Endorsement and Online Customer Reviews on Purchase Decisions Through Brand Trust (Study on Consumers of Jacquelle Brand Beauty Products) 

Industri kosmetik Indonesia mengalami pertumbuhan yang pesat, didorong oleh meningkatnya minat generasi milenial dan gen Z terhadap produk kecantikan lokal serta kemudahan akses melalui e-commerce. Produk BlushHer Blush On X Shani Amelia dari merek Jacquelle dipilih sebagai objek penelitian. Karena keberhasilannya memadukan kolaborasi dengan influencer populer dan tingginya volume ulasan positif. Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorsement dan online customer review terhadap keputusan pembelian dengan brand trust sebagai variabel mediasi, pada konsumen produk kosmetik lokal merek Jacquelle. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling, di mana data dikumpulkan melalui penyebaran kuesioner online terhadap 200 responden perempuan berusia 17–44 tahun yang telah melakukan pembelian produk BlushHer Blush On X Shani Amelia melalui platform Shopee. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) berbasis AMOS untuk menguji hubungan langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa celebrity endorsement dan online customer review berpengaruh positif dan signifikan  terhadap keputusan pembelian serta brand trust pada produk kecantikan merek Jacquelle. Namun, brand trust tidak memiliki pengaruh signifikan terhadap keputusan pembelian, yang mengindikasikan bahwa kepercayaan konsumen terhadap merek belum tentu mendorong mereka untuk membeli produk tersebut.

Kata Kunci: Celebrity Endorsement, Online Customer Review, Brand Trust, Keputusan Pembelian, Jacquelle, E-commerce

The cosmetics industry in Indonesia has experienced rapid growth, driven by the increasing interest of millennials and Gen Z in local beauty products, as well as the ease of access through e commerce. The BlushHer Blush On X Shani Amelia product from the Jacquelle brand was chosen as the research object due to its successful collaboration with a popular influencer and its high volume of positive online reviews. This study aims to analyze the influence of celebrity endorsement and online customer review on purchase decisions, with brand trust as a mediating variable, among consumers of the local cosmetic brand Jacquelle. A quantitative approach was used with a purposive sampling technique, where data were collected through online questionnaires distributed to 200 female respondents aged 17–44 years who had previously purchased the BlushHer Blush On X Shani Amelia product via the Shopee platform. Data analysis was conducted using the Structural Equation Modeling (SEM) method based on AMOS to examine both direct and indirect relationships among the variables. The results of the study indicate that celebrity endorsement and online customer reviews have a positive and significant influence on both purchase decisions and brand trust for Jacquelle beauty products. However, brand trust  does not significantly affect purchase decisions, suggesting that consumer trust in the brand does not necessarily lead to actual purchasing behavior.

Keywords: Celebrity Endorsement, Online Customer Review, Brand Trust, Purchase Decision, Jacquelle, E-commerce