76 Research of Economics and Business p-ISSN/e-ISSN: 2987-1409/2987-1395 Homepage: https://sanscientific.com/journal/index.php/reb 1(2) 76-85 (2023) DOI: https://doi.org/10.58777/reb.v1i2.79 Research Article The Effect of Online Consumer Review, Social Media Advertisement, and Influencer Endorsement on Purchase Intention Edi Komara 1* , Debby Noviyanti Erwand 2 1,2 STIE Indonesia Banking School Received: 02-08-2023; Accepted: 29-09-2023 Abstract This study aims to influence Online Consumer Reviews, Social Media Advertisements, and Influencer Endorsements on Purchase Intentions of Avoskin Skincare Products. This study used a descriptive research design approach with empirical data collected through an online survey of a sample of respondents in Jabodetabek. Empirical data are then processed using the Structural Equation Modeling approach to test some hypotheses proposed. This research is an expansion model, namely by developing existing research by replacing products from previous journals and adding brand loyalty variables. The results of this study, Online Consumer Review, do not affect purchasing intentions on Avoskin skincare products. Meanwhile, Social Media Advertisement and Influencer Endorsement positively affect the intention to buy Avoskin Skincare products. Subsequent studies can be tested using samples and other variables. Keywords: Online Consumer Review, Social Media Advertisement, Influencer Endorsement, Purchase Intention JEL Classification: L11, L12, M30 How to cite: Komara, E., Erwand, D. N., (2023). The Effect of Online Consumer Review, Social Media Advertisement, and Influencer Endorsement on Purchase Intention, Research of Economics and Business (REB) 1(2), 76-85 Corresponding author: Edi Komara (edi.komara@ibs.ac.id) This is an open-access article under the CC-BY-SA international license. 1. Introduction The internet continues to develop rapidly and continuously, especially in the era of the Industrial Revolution 4.0. Supported by technology developing in the era of globalization, the world is changing to become more modern and advanced. Technological advances and internet use in social media platforms in Indonesia based on information obtained from (Most Used Social MediaPlatforms, 2022) published in 2022, WhatsApp users occupy the first position, namely 88%, the second position is Instagram users at 84, 4%, the third position is Instagram users at 81.3%, and the fourth position is Tiktok users at 63.1%. The population is calculated based on a survey.