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p-Index From 2021 - 2026
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All Journal Journal of Social Commerce
Monica Diaz Cahaya Indratno
Management Study Program, Sekolah Tinggi Ilmu Ekonomi STAN IM, Indonesia
Economics, Econometrics & Finance

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The Mediating Role of Brand Trust in the Influence of Influencer Marketing and Electronic Word of Mouth on Consumers’ Purchase Decisions Monica Diaz Cahaya Indratno; Muji Rahayu
Journal of Social Commerce Vol. 6 No. 2 (2026): Journal of Social Commerce
Publisher : Celebes Scholar pg

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56209/jommerce.v6i2.302

Abstract

This study aims to analyze the influence of influencer marketing and electronic word of mouth on purchasing decisions for Timephoria beauty products while examining the role of brand trust as a mediating variable. Timephoria is an innovative makeup brand that entered the Indonesian market in April 2025 and simultaneously experienced two opposing digital phenomena which were a massive promotional campaign and a viral wave of critical community feedback. This research utilized a quantitative approach combined with an explanatory survey method. Data were collected through an online questionnaire distributed to one hundred respondents who were actively exposed to both the promotional content and the related digital reviews. These respondents were selected using purposive sampling based on the Lemeshow formula. The data analysis employed the PROCESS Macro Model 4 methodology developed by Hayes (2022) alongside a bootstrapping technique of five thousand resamples. The results demonstrate that influencer marketing and electronic word of mouth each possess a positive and significant influence on brand trust and purchase decisions both directly and indirectly. Furthermore brand trust is proven to successfully mediate the influence of both independent variables on final consumer purchase decisions.
Co-Authors Muji Rahayu