Pengaruh athlete endorsement dan online review terhadap keputusan pembelian brand olahraga Ortuseight yang dimediasi kepercayaan

Abstrak

This study aims to examine the influence of athlete endorsement and online reviews on consumer trust and its impact on purchase decisions for Ortuseight products. A quantitative approach was employed using Partial Least Square–Structural Equation Modeling (PLS-SEM) for data analysis. Data were collected from 120 respondents who are consumers of the Ortuseight brand through purposive sampling. The results indicate that both athlete endorsement and online reviews have a positive and significant influence on consumer trust. Furthermore, consumer trust is proven to mediate the relationship between the two independent variables and purchase decisions. These findings highlight that a strategic combination of credible athlete endorsements and informative online reviews can effectively enhance consumer trust and drive purchase decisions for local sports brands.