Peran Brand Trust dalam Memediasi Pengaruh Foreign Ambassador Credibility terhadap Purchase Intention: Studi pada Calon Konsumen Produk Skincare Lokal di Kota Denpasar

Komang Ayu Dona Sintia Dewi; Ni Made Asti Aksari

doi:10.61132/menawan.v4i5.2613

Authors

Komang Ayu Dona Sintia Dewi Universitas Udayana
Ni Made Asti Aksari Universitas Udayana

DOI:

https://doi.org/10.61132/menawan.v4i5.2613

Keywords:

Brand Trust, Foreign Ambassador Credibility, Marketing Performance, Purchase Intention, Smart Farming

Abstract

The rapid and highly competitive growth of the skincare industry in Indonesia encourages companies to implement effective marketing strategies to enhance consumer purchase intention. One widely used strategy is the utilization of foreign ambassador credibility. However, high exposure is not always followed by an increase in purchase intention; thus, a bridging factor, namely brand trust, is required. This study aims to explain the role of brand trust in mediating the effect of foreign ambassador credibility on purchase intention among potential consumers of local skincare products in Denpasar City. This study employs a quantitative approach with a causal associative design. Data were collected in a hybrid manner online via Google Forms and offline from 110 respondents. Data analysis was conducted using Partial Least Squares-based Structural Equation Modeling (PLS-SEM). The results indicate that foreign ambassador credibility has a positive and significant effect on purchase intention, foreign ambassador credibility has a positive and significant effect on brand trust, and brand trust has a positive and significant effect on purchase intention. Furthermore, brand trust partially mediates the effect of foreign ambassador credibility on purchase intention. The practical implications of this study suggest that local skincare companies must not only select credible foreign ambassadors but also consistently build consumer trust in the brand. Consequently, marketing strategies focused on enhancing brand trust can strengthen consumer purchase intention.

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