The Role of Influencers and Online Reviews in Enhancing Consumer Trust and Influencing Purchase Decisions

Abstract

This study aims to analyze the influence of influencers and online reviews on purchasing decisions through consumer trust. The sampling technique used was accidental sampling, namely consumers who purchased Kopi Dari Hati Taman Dinari products with a total of 221 people. The questionnaire was distributed in December 2024. The data analysis method was carried out using Structural Equation Modeling (SEM) using SmartPLS. In the digital era, the presence of influencers and online reviews is increasingly considered significant in influencing consumer behavior. However, the results of this study indicate that the presence of influencers does not have a significant influence on purchasing decisions. On the contrary, online reviews have a strong direct influence on purchasing decisions but do not have a significant impact on consumer trust. Consumer trust, as a mediating variable, is also not directly influenced by the presence of influencers. These findings indicate that although influencers are often used as a digital marketing strategy, this factor is not yet effective enough to build trust or encourage purchasing decisions. Online reviews, on the other hand, have a more direct impact on forming purchasing decisions without involving trust as an intermediary. This study provides practical implications for marketers and industry players to prioritize credible and relevant online review management strategies rather than relying solely on collaboration with influencers. In addition, this study also emphasizes the importance of understanding the dynamics between consumer trust and various elements of digital marketing.

Keywords: Influencer, online reviews, trust, purchasing decisions.