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All Journal International Journal Of Science, Technology & Management (IJSTM)
Setya Rahmalida, Hanti
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering Transportation

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The Influence Of Beauty Influencer Marketing And Viral Marketing On Purchase Intention: The Mediating Role Of Brand Trust In The Originote Skincare Products Setya Rahmalida, Hanti; Susan, Marcellia
International Journal of Science, Technology & Management Vol. 6 No. 3 (2025): May 2025
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v6i3.1279

Abstract

This study aims to examine the impact of beauty influencer marketing and viral marketing on purchase intention, with brand trust as a mediating variable in the context of the skincare brand The Originote. The use of influencer and viral marketing strategies has become increasingly popular among brand owners as a means to foster consumer trust and drive purchasing behaviour. A quantitative approach with an explanatory research design was adopted. Primary data were collected through an online questionnaire distributed to 160 male and female respondents aged 20 and above, all of whom are active social media users familiar with the influencers Tasya Farasya and Dokter Detektif. The data were analyzed using the Partial Least Square Structural Equation Modeling (PLS-SEM) method via SmartPLS 4.0 software. The findings reveal that both beauty influencer marketing and viral marketing have a positive and significant influence on brand trust and purchase intention. in addition, brand trust was found to significantly mediate the relationship between both types of marketing and purchase intention.
Co-Authors Marcellia Susan