The Effect of Brand Ambassadors and Viral Marketing on Purchasing Decisions with Brand Trust as an Intervening Variable

This study examines the effect of brand ambassadors and viral marketing on purchasing decisions with brand trust as an intervening variable for consumers of Azarine products in Malang City. The purpose of this study is to understand the factors that influence consumer purchasing decisions in the skincare industry. The approach used is quantitative with the Partial Least Square (PLS) method and a sample of 160 respondents selected through non-probability sampling techniques. Data were collected through questionnaires and analyzed using SmartPLS to test the relationship between variables. The results showed that brand ambassadors have no significant influence on purchasing decisions, while viral marketing has a significant influence on purchasing decisions. In addition, brand ambassadors do not have a significant effect on purchasing decisions through brand trust as an intervening variable, while viral marketing has a significant effect on purchasing decisions through brand trust. This research provides implications for companies in designing more effective marketing strategies, especially in utilizing viral marketing to increase consumer trust and purchasing decisions. Recommendations for future research are to expand sample coverage by considering more diverse demographic factors and exploring other variables that can influence purchasing decisions.