The Effect of Brand Ambassador and Brand Image on Purchasing Decisions with Brand Trust as a Mediating Variable for Innisfree Indonesia Consumers

Abstract

This study examines the influence of brand ambassadors and brand image on purchasing decisions, with brand trust as a mediating variable for Innisfree consumers in Indonesia. Using an explanatory quantitative approach, data were collected via an online survey of 150 respondents who had made at least two purchases, during August–September 2024. Data analysis was conducted using descriptive statistics in SPSS and structural equation modeling in SmartPLS 3. The results reveal that both brand ambassadors and brand image significantly affect purchasing decisions, with brand trust playing a pivotal mediating role. Brand image has a stronger direct impact, while brand ambassadors significantly build trust that indirectly influences decisions. These findings highlight the importance of trust in strengthening branding strategies