THE INFLUENCE OF BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH, AND SOCIAL MEDIA MARKETING ON PURCHASING INTENTION BRAND TRUST AS MEDIATOR ON COSMETIC PRODUCTS

Abstract

This study examines the effects of brand ambassadors, electronic word of mouth (e-WOM), and social media marketing on purchase intention, with brand trust as a mediating variable. In the context of Indonesia's cosmetics industry, particularly for the Luxcrime brand, this research adopts the Theory of Planned Behavior (TPB) as a framework to understand how these factors impact consumer buying behavior. Utilizing a quantitative approach and structural equation modeling (SEM) with a sample of Luxcrime consumers, the findings reveal that social media marketing and e-WOM significantly enhance both brand trust and purchase intention, while brand ambassadors directly influence purchase intention without significantly impacting brand trust. The study contributes to the marketing literature by underscoring the importance of brand trust in mediating digital marketing strategies, offering actionable insights for brands aiming to foster consumer engagement and loyaltym.