<![CDATA[This study aims to examine the role of brand trust in mediating the influence of packaging design and influencer marketing on purchase intention of Glad2Glow Cushion products in Ternate City. This research uses a quantitative approach with a purposive sampling technique. Data was collected through questionnaires using a five-point Likert scale. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) through the SmartPLS 4.0 application. The results showed that packaging design and influencer marketing have a positive and significant effect on brand trust and purchase intention. Brand trust also has a positive and significant effect on purchase intention. Furthermore, brand trust is proven to be able to mediate the influence of packaging design and influencer marketing on purchase intention positively and significantly. This study concludes that brand trust is an important factor that bridges visual and digital marketing strategies to consumer purchase intention. Penelitian ini bertujuan untuk menguji peran kepercayaan merek dalam memediasi pengaruh desain kemasan dan influencer marketing terhadap niat beli pada produk Cushion Glad2Glow di Kota Ternate. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner dengan skala Likert lima poin. Analisis data dilakukan dengan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) melalui aplikasi SmartPLS 4.0. Hasil penelitian menunjukkan bahwa desain kemasan dan influencer marketing berpengaruh positif dan signifikan terhadap kepercayaan merek dan niat beli. Kepercayaan merek juga berpengaruh positif dan signifikan terhadap niat beli. Lebih lanjut, kepercayaan merek terbukti mampu memediasi pengaruh desain kemasan dan influencer marketing terhadap niat beli secara positif dan signifikan. Penelitian ini menyimpulkan bahwa kepercayaan merek merupakan faktor penting yang menjembatani strategi pemasaran visual dan digital terhadap niat beli konsumen.]]>
