CUSTOMER REVIEWS AND INFLUENCER ENDORSEMENTS ON PURCHASE DECISIONS MEDIATED BY TRUST IN THE GOFOOD PLATFORM

Abstract

This study examines the influence of customer reviews and influencer endorsements on purchase decisions with trust in the GoFood platform as a mediating variable. Using a quantitative approach, the research collected data from 150 active GoFood users in Medan, Indonesia. Data were analyzed using Structural Equation Modeling (SEM-PLS) through SmartPLS software. The findings reveal that both customer reviews and influencer endorsements have a significant positive effect on purchase decisions directly and indirectly through platform trust. These results highlight the importance of strengthening consumer trust as a strategic factor to increase purchase intentions and customer loyalty in digital food delivery services.