The Influence of Influencer Endorsement, Content Marketing, and Brand Ambassador on Purchase Decisions Through Brand Trust As An Intervening Variable For Bromen_Id Products in Surabaya

Abstract

This study is motivated by the importance of digital marketing strategies in building consumer trust and encouraging purchase decisions for men's skincare products. The study aims to analyze the effects of Influencer Endorsement, Content Marketing, and Brand Ambassador on Purchase Decisions through Brand Trust as an intervening variable for Bromen_ID products in Surabaya. The study employed explanatory research with a quantitative approach and purposive sampling. The respondents consisted of 100 Bromen_ID consumers in Surabaya. Data were collected using a Likert-scale questionnaire and analyzed using SmartPLS version 4 through validity, reliability, Outer Model, Inner Model, and hypothesis testing. The results show that the three marketing variables have positive and significant effects on Brand Trust and Purchase Decisions. Brand Trust also has a positive and significant effect on Purchase Decisions and mediates the effects of the three variables on Purchase Decisions. In conclusion, strengthening digital marketing strategies and Brand Trust can improve consumers' purchase decisions for Bromen_ID products.