PERAN KEPERCAYAAN MEREK (BRAND TRUST) DALAM MEMEDIASI PENGARUH INFLUENCER, E-WOM, DAN HARGA TERHADAP MINAT BELI KONSUMEN SKINCARE SKINTIFIC

Abstract

Purchase intention is an important psychological aspect in determining consumer purchasing decisions. This study aims to examine the influence of influencers, electronic word of mouth (E-WOM), and price on the purchase intention of Skintific skincare products, as well as to test the role of brand trust as a mediating variable. This research employs a quantitative approach with an associative design. The study population consists of all Skintific consumers in Indonesia, with a total sample of 200 respondents selected through purposive sampling. Data were collected using a questionnaire and analyzed using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method. The results show that influencers, E-WOM, and price have a direct effect on purchase intention. In addition, these three proven to have a weak mediating role in the relationship between influencers and E-WOM on purchase intention, as well as a partial mediation effect on the relationship between price and purchase intention. 

Keywords: Influencer; Electronic Word of Mouth; Price; Brand Trust; Purchase Intention; SEM-PLS; SmartPLS
variables also have an indirect effect on purchase intention through brand trust as a mediating variable. Brand trust is