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All Journal JURNAL MANAJEMEN MOTIVASI
Navarida, Feby Nasywa
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Power of Trust: Exploring the Mediating Role of Brand trust on Influencer credibility and Product quality's Impact on Avoskin Purchase Intention at Dian Nuswantoro University Navarida, Feby Nasywa; Setiawan, Aries; Damar, Haunan; Wibowo, Mochammad Eric Suryakencana
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8687

Abstract

This study investigates the mediating role of brand trust in the relationship between influencer credibility, product quality, and purchase intention for Avoskin products. Using PLS-SEM, data were obtained from 180 students at Universitas Dian Nuswantoro. Product quality and brand trust show positive, significant effects on purchase intention, whereas influencer credibility shows no direct effect. Influencer credibility and product quality significantly enhance brand trust, which in turn mediates their effects on purchase intention. The findings underscore the strategic importance of product quality in building brand trust and increasing consumers’ purchase intentions.
Co-Authors Damar, Haunan Setiawan, Aries Wibowo, Mochammad Eric Suryakencana