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p-Index From 2021 - 2026
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All Journal Al-Kharaj: Journal of Islamic Economic and Business
Zuhroh, Imama
Unknown Affiliation
Economics, Econometrics & Finance

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The Effect of Viral Marketing, Celebrity Endorser, and Brand Awareness on Purchase Decisions for Skintific Products at STIE Malangkucecwara with Trust as an Intervening Variable Zuhroh, Imama; Liana, Yuyuk; Tedjautama, Christina Natalia
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i1.9840

Abstract

This study aims to analyze the effect of viral marketing, celebrity endorser, and brand awareness on the purchase decision for Skintific products at STIE Malangkucecwara, with consumer trust as an intervening variable. The study employs a quantitative approach using a survey method with accidental sampling, involving 89 female student respondents. Data were collected via questionnaire and analyzed using multiple linear regression and the Sobel test. Results indicate that viral marketing, celebrity endorser, and brand awareness each have a positive and significant effect on purchase decisions. Consumer trust also proved to mediate the relationships between all three independent variables and purchase decisions. These findings provide practical implications for skincare marketing strategies, particularly in building consumer trust through digital content and collaboration with credible influencers.
Co-Authors Tedjautama, Christina Natalia Yuyuk Liana