<![CDATA[The declining sales of snack food products in Malang City indicates a weakening of consumer purchase intention and a diminishing impact of traditional marketing techniques. Rapid advancements in digital technology have prompted businesses to integrate AI-driven innovations, such as deepfake technology and virtual influencers, to recapture consumer interest. Nevertheless, the implementation of these tools has sparked debates regarding the role of consumer trust in determining the success of digital marketing strategies on buying interest.This research aims to evaluate the impact of deepfake technology and virtual personas on purchase intention, both directly and through trust as a mediating variable, specifically within the snack food sector in Malang City. Employing a quantitative approach through survey methods, data was collected from consumers who had been exposed to AI-based marketing content on social media.The data analysis examined the intricate relationships between the research variables. The findings reveal that while both deepfake technology and virtual influencers positively affect consumer trust and purchase intention, trust itself was found to have no direct effect on buying interest. Furthermore, trust failed to act as a mediator between these AI technologies and the final purchase decision. These results suggest that consumer buying interest in Malang City is not primarily driven by deep-seated trust in the technology or digital figures. Instead, it is more heavily influenced by visual appeal, aesthetic elements, and current AI trends. Consequently, businesses should prioritize innovative and visually-oriented marketing strategies to effectively engage digital consumers.Keywords: deepfake technology; virtual influencer; trust; purchase intention; snack food marketing]]>
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