<![CDATA[This study is motivated by consumers inability to try products in person, inconsistencies in previous research on virtual try-on (VTO) and brand image, and the limited role of brand trust as a mediator. Based on the stimulus-organism-response (SOR) theory, this study aims to analyze the influence of VTO and brand image on the decision to purchase Maybelline lip products on Shopee in Medan, with brand trust as a mediator. This quantitative study employs Structural Equation Modeling based on Partial Least Squares (SEM-PLS). A sample of 69 female consumers in Medan was selected via purposive sampling, with the criteria of having previously purchased Maybelline lip products on Shopee and having used the VTO feature more than once. The results indicate that VTO significantly influences Purchasing Decisions (0.298; 2.002; < 0.05) and brand trust (0.342; 2.863; < 0.01). Brand image significantly influences Purchasing Decisions (0.365; 3.406; < 0.01) and brand trust (0.443; 3.700; < 0.001). Brand trust has a significant effect on Purchasing Decisions (0.296; 2.768; < 0.01). Brand trust partially mediates the influence of VTO (0.101; 1.984; < 0.05) and the influence of brand image (0.131; 2.085; < 0.05) on Purchasing Decisions. The model explains 73.2% of the variation in Purchasing Decisions (R² = 0.732). These findings support the SOR theory that brand trust mediates the effects of VTO and brand image on Purchasing Decisions.]]>
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