• Gabriella Christianie Universitas Pelita Harapan, Tangerang
  • Tanggor Sihombing Universitas Pelita Harapan, Tangerang
Keywords: customer review, endorsement, purchase intention


This study aims to determine the effect of customer reviews and celebrity endorsements on the purchase intention of local makeup brand products in Indonesia. This study has sample from 257 people, who are potential customers or consumers of local makeup brands in Indonesia. The variables in this study are purchase intention as the dependent variable, while the independent variables in this study are customer reviews, celebrity endorsements, and trust as moderating variable. This study uses quantitative research methods, where the data collected is processed using the structural equation modelling (SEM) method using SmartPLS. This study found that celebrity endorsements affect purchase intention, but customer review and trust do not affect or moderate customer reviews and celebrity endorsements.


Askalidis, G., & Malthouse, E. C. (2016). The value of online customer reviews. RecSys 2016 - Proceedings of the 10th ACM Conference on Recommender Systems, September 2016, 155–158.
Bakar, A. A., & Afthanorhan, A. (2016). Confirmatory Factor Analysis on Family Communication Patterns Measurement. Procedia - Social and Behavioral Sciences, 219, 33–40.
Beneke, J., Mill, J., Naidoo, K., & Wickham, B. (2015). The impact of willingness to engage in negative electronic word-ofmouth on brand attitude: A study of airline passengers in South Africa. Journal of Business and Retail Management Research, 9(2), 68–84.
Bonsón Ponte, E., Carvajal-Trujillo, E., & Escobar-Rodríguez, T. (2015). Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tourism Management, 47, 286–302.
Chang, H. H., & Wong, K. H. (2010). Adoption of e-procurement and participation of e-marketplace on firm performance: Trust as a moderator. Information and Management, 47(5–6), 262–270.
Dean, D. H., & Biswas, A. (2001). Third-party organization endorsement of products: An advertising cue affecting consumer prepurchase evaluation of goods and services. Journal of Advertising, 30(4), 41–57.
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11).
Dwitari, D. M., Kusdibyo, L., Kunci, K., & Skincare, P. (2019). Mengukur Sikap dan Minat Beli Konsumen Terhadap Produk Skin Care dengan Menggunakan Brand Image Merek Lokal. Industrial Research Workshop and National Seminar, 10(1), 686–696.
Gareta, S. P. (2021). Kemenperin: Industri kosmetik tumbuh signifikan pada 2020. 17 Februari 2021.
Ghozali, I., & Latan, H. (2019). Partial Least Squares Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd ed.). Universitas Diponegoro Semarang.
Hanjani, G. A., & Widodo, A. (2019). Consumer Purchase Intention. Journal of Secretary and Business Administration, 3(1), 39.
Jalilvand, M. R. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476.
Karakaya-Ozyer, K., & Aksu-Dunya, B. (2018). A review of structural equation modeling applications in Turkish educational science literature, 2010-2015. International Journal of Research in Education and Science, 4(1), 279–291.
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218.
Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers’ Online Purchase Intention. International Business Research, 3(3), 63.
Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225–237.
Lusiah, Hendra, Suryani, W., & Margery, E. (2020). Influence of social media advertising, e-marketing and product quality on the process of purchasing nature cosmetics. International Journal of Chemistry and Chemical Engineering Systems, 5(5), 316–321.
Nikmatus Sholiha, E. U., & Salamah, M. (2015). Structural Equation Modeling-Partial Least Square untuk Pemodelan Derajat Kesehatan Kabupaten/Kota di Jawa Timur (Studi Kasus Data Indeks Pembangunan Kesehatan Masyarakat Jawa Timur 2013). Jurnal Sains Dan Seni ITS, 4(2), 169–174.
Saputra, R. A., Suharjo, B., & Sukandar, D. (2019). Exploring the Impact of Celebrity Endorsements on The Attitudes And Purchasing Intention in Instagram. Indonesian Journal of Business and Entrepreneurship, 5(2), 107–117.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: a Skill-Building Approach (7th ed.). John Wiley and Sons.
Shabbir, M. S., Jabeen, M., Aziz, S., Abbasi, D. R. B. A., & Gul, A. (2020). Effects of E-Marketing on Growth of Businesses: Evidence from Pakistani Markets. International Journal of Advanced Science and Technology, 29(7), 2128–2140.
Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509–1526.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Sutanto, M. A., & Aprianingsih, A. (2016). The Effect of Online Consumer Review Toward Purchase Intention: a Study in Premium Cosmetic in Indonesia. International Conference on Ethics of Business, Economics, and Social Science, 2, 218–230.
Tempo. (2020). Perubahan Gaya Hidup Dorong Industri Kosmetik.
Trenz, M., & Berger, B. (2013). Analyzing online customer reviews - An interdisciplinary literature review and research agenda. ECIS 2013 - Proceedings of the 21st European Conference on Information Systems.
Veirman, M. De, Cauberghe, V., & Hudders, L. (2017). MARKETING THROUGH INSTAGRAM INFLUENCERS: IMPACT OF NUMBER OF FOLLOWERS AND PRODUCT DIVERGENCE ON BRAND ATTITUDE. International Journal of Advertising, 36(1), 1–31.
Watson, R. T., Pitt, L. F., Berthon, P., & Zinkhan, G. M. (2002). U-commerce: Expanding the universe of marketing. Journal of the Academy of Marketing Science, 30(4), 333–347.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
How to Cite
Christianie, G., & Sihombing, T. (2021). THE EFFECT OF CUSTOMER REVIEW AND CELEBRITY ENDORSEMENT TOWARD INDONESIA LOCAL MAKEUP BRAND PURCHASE INTENTION. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(3), 60-73.