THE EFFECT OF ELECTRONIC WORD OF MOUTH AND THE CREDIBILITY OF BEAUTY INFLUENCER ON CONSUMERS PURCHASE INTENTION THROUGH BRAND TRUST IN SOMETHINC PRODUCTS IN JEMBER CITY

Electronic Word of Mouth and Beauty Influencer Credibility are often involved to convey messages through social media in order to increase consumer confidence in the brand and generate buying interest in consumers.Somethinc is one of the beauty products that utilizes electronic word of mouth and beauty influencers in its advertising campaign strategy.Somethinc is required to be able to build consumer trust in the brand.Trust in the brand is the main consideration for consumers to buy products.This study aims to test and discuss the effect of electronic word of mouth and the credibility of beauty influencers on consumer buying interest through brand trust in Somethinc products in Jember City.This of research is quantitative with purposive sampling method.The sample in this study were 141 respondents by distributing questionnaires offline and online.This analysis method is Partial Least Square (PLS) through SmartPLS 4.0 software.The results of this study are electronic word of mouth and beauty influencer credibility have a significant influence on brand trust and consumer purchase intention.Brand trust has a significant influence on consumer purchase intention.Electronic word of mouth has a significant influence on consumer purchase intention through brand trust.The credibility of beauty influencers has a significant influence on consumer purchase intention through brand trust.