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All Journal InJEBA : International Journal of Economics, Business and Accounting
Rialdi, Rendi
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Economics, Econometrics & Finance Environmental Science Social Sciences Other

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The Influence of Influencer Marketing and Electronic Word of Mouth on Purchase Decisions Through Brand Trust as a Mediating Variable for Facetology Sunscreen Products in Pekanbaru Rialdi, Rendi; Martias, Dony
InJEBA : International Journal of Economics, Business and Accounting Vol. 3 No. 1 (2025): InJEBA (March)
Publisher : Basecamp Economics PubMed

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.16074626

Abstract

This study aims to analyze the influence of influencer marketing and electronic word of mouth (E-WOM) on purchase decisions through brand trust as a mediating variable on Facetology Sunscreen products in Pekanbaru. This research used a quantitative method with purposive sampling, totaling 98 respondents aged 13-28 years who had purchased or used Facetology sunscreen products. Data analysis used SEM-PLS with SmartPLS 4.0 software. The results showed that influencer marketing and E-WOM positively and significantly influence brand trust and purchase decisions, both directly and indirectly. Brand trust mediates the influence of influencer marketing and E-WOM on purchase decisions.
Co-Authors Martias, Dony