InJEBA : International Journal of Economics, Business and Accounting
Vol. 3 No. 1 (2025): InJEBA (March)

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 (Unknown)
Martias, Dony (Unknown)

Article Info

Publish Date
04 Mar 2025

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.

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Journal Info
InJEBA : International Journal of Economics, Business and Accounting
Website

Abbrev

injeba

Publisher

PT. Basecamp Economics PubMed

Subject

Economics, Econometrics & Finance Environmental Science Social Sciences Other

Description

InJEBA : International Journal of Economics, Business and Accounting as a scholarly platform dedicated to the exploration and dissemination of cutting-edge research in the domains of economics, business, and accounting. This journal strives to foster intellectual exchange among academics, ...