THE WAY BRAND AMBASSADORS AND BRAND IMAGE AFFECT THE PURCHASING DECISIONS: THE MEDIATING ROLE OF BRAND TRUST

Abstract

This research examines how brand trust mediates the relationship between brand ambassadors, brand image, and purchasing decisions. The study includes 150 active respondents with transaction experience on Bukalapak, using non-probability sampling and a questionnaire with a 1-7 interval scale for data collection. Path analysis and Sobel tests were applied for data analysis and hypothesis testing. Findings reveal that brand ambassadors and brand image significantly influence brand trust, but do not directly impact purchasing decisions. In contrast, brand trust significantly affects purchasing decisions, playing a crucial mediating role between brand ambassadors, brand image, and consumer purchasing choices. This study underscores brand trust’s pivotal role in the consumer decision-making process within the online marketplace context. The results contribute to understanding how perceptions of brand ambassadors and brand image translate into consumer trust, ultimately influencing purchase behaviors. Such insights are valuable for marketers aiming to leverage brand ambassadors and enhance the brand image to foster consumer trust and drive purchasing decisions effectively in competitive digital environments.