THE INFLUENCE OF BRAND AMBASSADOR AND BRAND IMAGE ON PURCHASING DECISIONS OF SKINTIFIC SKINCARE PRODUCTS MEDIATED BY BRAND TRUST (Study on Students of Lamongan Islamic University)

Abstract

This study aims to analyze the influence of brand ambassadors and brand image on purchasing decisions of Skintific skincare products , with brand trust as a mediating variable. The objects of the study were students of Lamongan Islamic University, who were chosen because they represent the segment of young consumers who are active in using skincare products. This study uses a quantitative approach with a survey method, involving 358 respondents selected through a simple random sampling technique. Data collection was carried out through a questionnaire with a Likert scale. The data analysis technique used Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results showed that brand ambassadors and brand image had a positive and significant effect on purchasing decisions. In addition, brand trust was proven to significantly mediate the relationship between brand ambassadors and brand image on purchasing decisions. These findings emphasize the importance of the role of brand trust in strengthening the influence of marketing strategies on consumer behavior. This study provides practical implications for companies in increasing the effectiveness of marketing campaigns by strengthening brand trust.