THE IMPACT OF SOCIAL INFLUENCE AND BRAND AMBASSADOR CREDIBILITY ON PURCHASE INTENTION: THE MEDIATING ROLE OF TRUST

Abstract

Practicing self-care from adolescence has become a crucial matter for society, as self-care plays an important role in maintaining health balance, both physically and mentally. One method of self-care is using skincare products. This research aims to determine the influence and significance, both direct and indirect, of social influence, brand ambassador credibility, ant trust on purchase intention. The method used to collect samples is purposive sampling, with the criteria being followers of the Instagram account @scarlett_whitening who have never purchased Scarlett Whitening products, and total quota of 100 samples was obtained, which were then analyzed using SEM-PL. The research result show that social influence and Brand Ambassador Credibility have a significant positive effect on trust and Purchase Intention, and Brand Ambassador Credibility also has a significant positive effect on Trust and Purchase Intention. For Trust, it has a significant positive effect on Purchase Intention. However, Trust does not mediate the relationship between either Social Influence and Purchase Intention or Brand Ambassador Credibility and Purchase Intention.