Pengaruh Duta Merek dan Ulasan Pelanggan Online Terhadap Keputusan Pembelian Produk MS Glow di Kota Palembang dengan Kepercayaan Merek Sebagai Variabel Mediasi

This study aims to analyze the influence of Brand Ambassador and Online Customer Reviews on Purchase Decisions for MS Glow products in Palembang City, with Brand Trust as a mediating variable. The research employs a quantitative approach using a survey method through the distribution of questionnaires. The data were analyzed using Structural Equation Modeling (SEM) with the assistance of the SmartPLS application. The results indicate that brand ambassadors do not have a significant influence on purchase decisions, while brand ambassador have a positive and significant effect on purchase decisions through brand trust. Positive online customer reviews have a significant influence on purchase decisions, both directly and indirectly through brand trust. Negative online customer reviews have a negative and significant effect on purchase decisions both directly and indirectly through brand trust. These findings highlight the importance of having an attractive and credible brand ambassador in building consumer trust in the brand, which ultimately encourages consumer purchase decisions.