The Role of Trust in Mediating Customer Reviews and Influencer Endorsements on Purchase Decisions: A Conceptual Study on GoFood

Authors

  • Andri Aulia Lubis Universitas Pembangunan Panca Budi
  • Erwansyah Universitas Pembangunan Panca Budi
  • Elfitra Desy Surya Universitas Pembangunan Panca Budi

Keywords:

Customer Reviews, Influencer Endorsements, Trust, Purchase Decisions, Gofood, Conceptual Research.

Abstract

The rapid growth of online food delivery platforms has transformed consumer behavior, making digital engagement a critical determinant of purchase decisions. Among these factors, customer reviews and influencer endorsements have emerged as powerful drivers that shape consumer perceptions and choices. However, the effectiveness of these drivers often depends on the degree of trust consumers place in the platform. Without trust, even persuasive reviews or endorsements may fail to translate into actual purchasing behavior. This conceptual study seeks to examine the role of trust in mediating the relationship between customer reviews, influencer endorsements, and purchase decisions on the GoFood platform. Drawing upon theories of electronic word-of-mouth (eWOM), social influence, and trust in digital platforms, this research proposes a framework in which trust functions as a central mechanism that connects external cues (reviews and endorsements) with consumer decision-making. The framework emphasizes how positive reviews and credible influencer recommendations enhance platform trust, which in turn strengthens consumer intention to purchase.The purpose of this paper is not to present empirical findings, but rather to establish a conceptual foundation for future testing. By advancing this model, the study is expected to contribute theoretically to the literature on digital marketing and consumer trust, while offering practical insights for platform managers and marketers seeking to strengthen consumer confidence and loyalty. Ultimately, this conceptual framework highlights the importance of building trust as a sustainable strategy in the competitive online food delivery market.

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Published

2025-10-27

Issue

2025: Proceedings of International Conference on Islamic Community Studies

Section

Articles

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Copyright (c) 2025 Andri Aulia Lubis, Erwansyah; Elfitra Desy Surya

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