The influence of brand ambassadors, viral marketing, and consumer trust on purchase decisions (study on ms glow skincare product consumers)

Abstract

The study analyses the effect of brand ambassador and viral marketing on purchase decision with consumer trust as the mediating variable of research on MS Glow. This research is quantitative. The sampling technique used was judgmental with 176 respondents. This questionnaire use a Likert scale and it was distributed online. The statistical analysis in this research used a Path Analysis with Warp PLS software version 8.0. The result showed that brand ambassador and viral marketing positively and significantly effect on consumer trust. Brand ambassador has no significant effect on purchase decision. While viral marketing and consumer trust have a positive and significant effect on purchase decisions. MS Glow can use the services of other celebrities who are more proficient in related industries as brand ambassadors to increase consumer trust and consumer purchasing decisions for this brand.