Citation:

Callista. Jeane Khairunnisa, Bethani Suryawardani. "The Influence of Online Customer Reviews and Brand Trust on Purchase Intention: A Study of the Skin1004 Cosmetics Brand on the Shopee Marketplace in 2025" International Research Journal of Economics and Management Studies, Vol. 4, No. 7, pp. 85-94, 2025.

Abstract:

In the era of digital transformation, consumer behavior has shifted significantly, especially in the way they make purchases. This research seeks to analyze the impact of digital consumer reviews and brand credibility on purchasing intentions, particularly within the skincare brand Skin1004 context on the Shopee e-commerce platform. This study uses a quantitative and causal approach involving 161 respondents who have purchased Skin1004 products on Shopee. The data underwent analysis utilizing the Partial Least Squares (PLS) method via SmartPLS software. Results demonstrate that digital consumer feedback exerts a substantial and robust positive effect on buying intentions, whereas brand credibility shows a meaningful yet comparatively less powerful impact. Online reviews increase consumer trust by providing an authentic user experience, while brand trust is built through perceived credibility, product quality and brand reputation. Together, these two variables explain 45.9% of the variance in purchase intention. This study highlights the strategic importance of managing customer feedback and brand image in shaping consumer decisions within the highly competitive digital marketplace.

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Keywords:

Brand Trust, Online Customer Reviews, Purchase Intention.