DOI: 10.
5281/zenodo.
Vol.
No.
1 (Mar, 2.
Pp.
The Influence of Influencer Marketing and Electronic Word of Mouth on Purchase Decisions Through Brand Trust as a Mediating Variable for Facetology Sunscreen Products in Pekanbaru Rendi Rialdi Sultan Syarif Kasim Riau State Islamic University.
Pekanbaru.
Indonesia Email : rendyrialdy66@gmail.
Dony Martias Sultan Syarif Kasim Riau State Islamic University.
Pekanbaru.
Indonesia *Email : dony.
martias@uin-suska.
ARTICLE INFO :
Keywords:
Influencer Marketing.
Electronic Word of Mouth.
Brand Trust.
Purchase Decision.
Facetology Sunscreen --------------------------Article History :
Received : Jan 16, 2025
Revised : Feb 20, 2025
Accepted : March 04, 2025
Online : March 04, 2025
ABSTRACT
This study aims to analyze the influence of influencer marketing and electronic word of mouth (E-WOM) on purchase decisions through brand trust as a mediating variable on Facetology Sunscreen products in Pekanbaru.
This research used a quantitative method with purposive sampling, totaling 98 respondents aged 13-28 years who had purchased or used Facetology sunscreen products.
Data analysis used SEM-PLS with SmartPLS 4.
0 software.
The results showed that influencer marketing and E-WOM positively and significantly influence brand trust and purchase decisions, both directly and indirectly.
Brand trust mediates the influence of influencer marketing and E-WOM on purchase decisions.
INTRODUCTION
The growth of the skincare industry in Indonesia is driven by increased public awareness regarding skin care and protection, especially from the dangers of sun exposure.
Sunscreen is one of the skincare products that are increasingly used by the public.
Generation Z, as active social media users, tends to rely on digital marketing strategies such as influencer marketing and electronic word of mouth in making purchasing In the context of marketing strategies, influencer marketing and electronic word of mouth (E-WOM) are effective promotional strategies.
Influencer marketing is a marketing strategy that utilizes public figures or influencers to promote products or services through social media platforms.
Meanwhile, electronic word of mouth (E-WOM) refers to product-related information exchanged among consumers through digital platforms.
One of the determining factors in consumer purchasing decisions is brand trust.
Brand trust is the consumerAos perception of a brandAos ability to fulfill its promises consistently and reliably.
Thus, building brand trust is a strategic step to ensure that marketing strategies implemented through influencers and E-WOM have a significant impact on purchasing decisions.
LITERATURE RESEARCH
Influencer Marketing Influencer marketing is described by Kotler and Keller .
as a marketing approach that utilizes individuals who have a strong influence on social media to promote products or services.
The purpose of 554 Page his is an open access article under the CC BY- SA license Corresponding Author : Dony Martias DOI: 10.
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this strategy is to build brand awareness, develop positive perceptions, and encourage purchasing actions through the credibility and influence of the selected individual.
Electronic Word of Mouth Electronic Word of Mouth (E-WOM) is a form of marketing communication that utilizes the internet to disseminate information through digital platforms.
According to Kotler and Keller .
E-WOM is a type of advertising that uses the online environment to spread messages privately to support business and marketing objectives.
It allows consumers to share information about products or services using various online platforms such as social media, discussion forums, and review pages.
Brand Trust Kotler and Armstrong .
explain that brand trust refers to the consumerAos belief in the consistency and reliability of a brand in fulfilling its promises.
When consumers perceive a brand as trustworthy, they are more likely to make repeat purchases and remain loyal to that brand.
Purchase Decision A purchase decision is the final phase in the consumer decision-making process, where the consumer chooses to buy a particular product after evaluating available alternatives.
Kotler and Armstrong .
state that various factors, such as marketing efforts and brand trust, significantly influence this decision Conceptual Framework Figure 1.
Conceptual Framework Source : Research Data .
This conceptual framework describes the relationship between influencer marketing (X.
, electronic word of mouth (X.
, and purchase decision (Y), with brand trust (Z) as a mediating variable.
METHOD
Population and Sampling Method This study employed a quantitative research method.
The population in this study were consumers of Facetology sunscreen products located in Pekanbaru.
The sampling technique used was purposive sampling, with a total sample of 98 respondents who met specific criteria as Facetology consumers.
Data were collected using a questionnaire distributed via Google Forms.
The data analysis technique used in this study was Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach, using SmartPLS 4.
0 software.
The research model was evaluated through outer model testing .
alidity and reliabilit.
and inner model testing .
ath analysis.
R-square, and hypothesis testin.
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RESULTS AND DISCUSSION
Convergent Validity Test This test evaluates the validity of indicators based on outer loading values.
All indicators are declared valid because they meet the minimum outer loading value > 0.
Table 1.
Convergent Validity Results Indikator Nilai Outer Loading Influencer Marketing X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
E-WOM
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
Keputusan Pembelian Brand Trust Average Variance Extracted (AVE) Keterangan Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid (Source: Data processed using SmartPLS 4.
556 Page his is an open access article under the CC BY- SA license Corresponding Author : Dony Martias DOI: 10.
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Composite Reliability Test This test ensures that all constructs meet reliability standards.
Composite Reliability and CronbachAos Alpha values in this study exceed 0.
70, indicating that the data is reliable.
Table 2.
Composite Reliability and CronbachAos Alpha Results Cronbach's alpha Composite reliability .
Composite reliability .
X2.
E-WOM
Keputusan Pembelian Brand Trust Variabel X1.
Influencer Marketing (Source: Data processed using SmartPLS 4.
all constructs have Composite Reliability and CronbachAos Alpha values above 0.
70, confirming that all constructs are reliable.
R-Square Test This test measures the contribution of independent variables to the dependent variables.
Table 3.
R-Square Results Variabel R-square Keputusan Pembelian Brand Trust (Source: Data processed using SmartPLS 4.
Table 3 shows that Brand Trust has an R-Square value of 0.
745, and Purchase Decision has an R-Square value 747, indicating that the model has a strong explanatory power Path Coefficient Test (Direct Effec.
This test examines the direct influence between variables using t-statistics and p-values.
Table 4.
Path Coefficient Test (Direct Effec.
Results Original sample (O) Standard
(STDEV)
T statistics (O/STDEV|) P values X2.
E-WOM ->Z.
Brand Trust Brand Trust ->Y.
Keputusan Pembelian (Source: Data processed using SmartPLS 4.
Variabel X1.
Influencer Marketing -> Keputusan Pembelian X1.
Influencer Marketing -> Z.
Brand Trust X2.
E-WOM ->Y.
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As shown in Table 4, all direct paths are significant, with t-statistics greater than 1.
96 and p-values less than Indirect Effect Test (Mediation Effec.
This test evaluates the mediating role of Brand Trust between influencer marketing, electronic word of mouth, and purchase decisions.
Table 5.
Indirect Effect Results Variabel X1.
Influencer Marketing > Z.
Brand Trust -> Keputusan Pembelian X2.
E-WOM ->Z.
Brand Trust ->Y.
Keputusan Pembelian Original sample (O) Standard
(STDEV)
T statistics (O/STDEV|) P values Table 5 shows that Brand Trust significantly mediates the relationship between influencer marketing, electronic word of mouth, and purchase decisions.
CONCLUSION
Influencer marketing and electronic word of mouth positively and significantly influence brand trust.
Brand trust also positively influences purchase decisions.
Furthermore, brand trust mediates the relationship between influencer marketing and electronic word of mouth toward purchase decisions.
Facetology and similar brands are recommended to strengthen their influencer-based marketing strategies and encourage customer reviews as a form of electronic word of mouth to increase brand trust and purchase decisions.
558 Page his is an open access article under the CC BY- SA license Corresponding Author : Dony Martias DOI: 10.
5281/zenodo.
Vol.
No.
1 (Mar, 2.
Pp.
BIBLIOGRAPHY