<![CDATA[This study aims to analyze the influence of brand ambassadors on product purchasing decisions and examine the role of brand trust as a moderating variable in this relationship. Amidst increasingly competitive industry competition, companies aggressively utilize public figures or brand ambassadors to attract market attention, build a positive image, and encourage consumer purchase intentions. However, the influence of public figure involvement does not always have a direct and consistent impact on purchasing decisions without a foundation of consumer trust in the brand ( brand trust ). This study uses a quantitative approach with an explanatory survey method . Data collection was carried out by distributing structured questionnaires to active consumers selected using a purposive sampling technique . The collected data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) to test the hypothesis of a direct relationship and a moderating effect. The results of the analysis indicate that brand ambassadors have a positive and significant influence on purchasing decisions directly. Furthermore, the moderation analysis proves that brand trust significantly strengthens the positive relationship between brand ambassadors and purchasing decisions. These findings confirm that the popularity of brand ambassadors will have a maximum impact on consumer purchasing behavior when supported by a high level of brand trust . The practical implications of this research suggest that marketing management should not only focus on the attractiveness or fame of brand ambassadors , but also simultaneously build and maintain brand trust to optimize sales conversion.]]>
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