Original research

THE EFFECT OF ONLINE CUSTOMER REVIEW AND INFLUENCER MARKETING ON PURCHASE INTENTION THROUGH TRUST IN GLAD2GLOW PRODUCTS

Pages 221-230

10.61552/JIBI.2026.02.010

Syaikhah Rahmanil Hakim, Sudaryanto Sudaryanto, Cempaka Paramita

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Abstract: This research aims to examine trust in mediating the influence of online customer review and influencer marketing on purchase intention in Glad2Glow Products. The population of this study were East Java people who knew and had never bought Glad2Glow. The sampling technique in this research was purposive sampling with a total of 243 respondents tested. The type of data used is quantitative data. The primary data source used comes from distributing questionnaires online via Google Form. The data analysis method used is Partial Least Squares (PLS-SEM) with SmartPLS 4.0 data processing tool. The results showed that online customer reviews and influencer marketing have a significant effect on trust. Online customer reviews and trust have a significant effect on purchase intention. Influencer marketing has no significant effect on purchase intention. Online customer reviews and influencer marketing have a significant effect on purchase intention through trust.

Keywords: Online customer review, Influencer marketing, Trust, Purchase intention.

Recieved: 03.10.2025. Revised: 21.11.2025. Accepted: 11.12.2025.