BRAND TRUST MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING DAN CELEBRITY ENDORSER TERHADAP PURCHASE DECISION

Authors

  • Ritanti Aulia Muswara Universitas Muhammadiyah Yogyakarta
  • Hasnah Rimiyati Universitas Muhammadiyah Yogyakarta

Abstract

This study aims to analyze the influence of social media marketing and celebrity endorsers on purchase decisions through band trust in Glad2Glow skincare consumers in the Shopee marketplace in the Special Region of Yogyakarta. The subjects in this study were consumers who had purchased Glad2Glow. The sample consisted of 160 respondents selected using a purposive sampling method with the criteria of being at least 17 years old, having purchased and used Glad2Glow skincare in the last 6 months through the Shopee marketplace, consumers domiciled in the Special Region of Yogyakarta, having seen Syifa Hadju promote Glad2Glow skincare on Instagram. The analysis method used Structural Equation Modeling Partial Least Squares (SEM PLS) with Smart PLS software. Based on the data analysis that has been done, the results show that social media marketing has a positive and significant effect on band trust. Celebrity endorsers have a positive and significant effect on band trust. Brand trust has a positive and significant effect on purchase decisions. Social media marketing has a positive and significant effect on purchase decisions. Celebrity endorsers have a direct positive and significant effect on purchase decisions. Brands continue to mediate social media marketing on purchase decisions. Brand trust mediates celebrity endorsers towards purchase decisions.

Keywords: purchase decision; brand trust; celebrity endorser; social media marketing.

References

Akoglu, H. E., & Özbek, O. (2024). Online Purchase Behavior Of Sports Consumers: The Effect Of Ewom And Celebrity Endorsements. International Journal Of Sports Marketing And Sponsorship, 25(3). Https://Doi.Org/10.1108/Ijsms-09-2023-0193

Alfizar, A. A., & Nurhasanah, S. (2024). Peran Social Media Marketing, Brand Awareness, Dan Harga Terhadap Keputusan Pembelian Mie Gacoan Pada Platform Marketplace Gofood. Eqien - Jurnal Ekonomi Dan Bisnis, 13(03). Https://Doi.Org/10.34308/Eqien.V13i03.1844

Arni, P. S., & Nuraini, D. (2022). Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Dengan Kepercayaan Merek Sebagai Variabel Mediasi Pada Pelanggan Skincare Ms Glow Di Surabaya. Insight Management Journal, 3(1). Https://Doi.Org/10.47065/Imj.V3i1.214

Aurellia, D., & Sidharta, H. (2023). Pengaruh Brand Image Terhadap Keputusan Pembelian Melalui Brand Trust Sebagai Variabel Mediasi Pada Produk Skincare Lokal. Performa, 8(1). Https://Doi.Org/10.37715/Jp.V8i1.3054

Brown, J. R. … Tong, P. Y. (2019). Is The Theory Of Trust And Commitment In Marketing Relationships Incomplete? Industrial Marketing Management, 77. Https://Doi.Org/10.1016/J.Indmarman.2018.10.005

Burhanudin, R. Y. (2019). Influence Of Social Media Communication On Purchase Intention And Mediated By Hedonic Brand Image Functional Brand Image Brand Attitude And Brand Equity. Management And Economic Journal, 3(6).

Calderon-Monge, E., & Ribeiro-Soriano, D. (2024). The Role Of Digitalization In Business And Management: A Systematic Literature Review. Review Of Managerial Science, 18(2). Https://Doi.Org/10.1007/S11846-023-00647-8

Chekima, F. … Sulong, R. (2018). The Impact Of Celebrity Credibility On Purchase Intention Of Cosmetic Products: The Moderating Role Of Ethnocentrism. Asian Journal Of Economics, Business And Accounting, 7(1). Https://Doi.Org/10.9734/Ajeba/2018/41283

Dewi, N. P. K., & Purnami, N. M. (2024). Peran Brand Trust Memediasi Pengaruh Brand Experience Terhadap Brand Loyalty. E-Jurnal Manajemen Universitas Udayana, 13(12).

Elvira, E., & Budiono, H. (2023). Pengaruh Customer Brand Engagement Terhadap Brand Loyalty Dengan Brand Trust Sebagai Variabel Mediasi Penumpang Maskapai Penerbangan Super Air Jet. Jurnal Manajerial Dan Kewirausahaan, 5(4). Https://Doi.Org/10.24912/Jmk.V5i4.26955

Fadila, S., & Mahmud, M. (2025). Pengaruh Environmental Awareness, Brand Trust, Dan Brand Image Terhadap Keputusan Pembelian The Body Shop Dengan Brand Loyalty Sebagai Media Intervening. Paradoks : Jurnal Ilmu Ekonomi, 8(2). Https://Doi.Org/10.57178/Paradoks.V8i2.1251

Fathurrahman, A., & Arum Pratiwi, A. (2023). Pengaruh Label Halal Dan Celebrity Endorsment, Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik Wardah. Entrepreneur: Jurnal Bisnis Manajemen Dan Kewirausahaan, 4(03). Https://Doi.Org/10.31949/Entrepreneur.V4i03.5592

Ghozali. (2023). Partial Least Square Konsep,Teknik Dan Aplikasi Menggunakan Program Smarpls 4.0.

Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program Ibm Spss 23.

Gujarati, D. N. (2017). Basic Ecometrics. In Rural Non-Farm Employment And Household Welfare: Evidence From Malawi.

Hair, J. F. … Sarstedt, M. (2011). Pls-Sem: Indeed A Silver Bullet Journal Of Marketing Theory And Practice, 19, 139-151. Journal Of Marketing Theory And Practice, 19(2).

Hamdani, N. A. … Permana, I. (2024). The Effect Of Celebrity Endorsers And Brand Image On Purchase Decision. Asian Journal Of Management Entrepreneurship And Social Science, 04(04).

Hanaysha, J. R. (2022). Impact Of Social Media Marketing Features On Consumer’s Purchase Decision In The Fast-Food Industry: Brand Trust As A Mediator. International Journal Of Information Management Data Insights, 2(2). Https://Doi.Org/10.1016/J.Jjimei.2022.100102

Huo, W., & Filieri, R. (2025). Social Media Marketing And Purchase Intention: The Mediation Of Customer-Based Brand Equity And Adoption Preparedness. European Journal Of Marketing. Https://Doi.Org/10.1108/Ejm-10-2023-0783

Iman, C. M. … Prihatini, A. E. (2023). Pengaruh Brand Trust Dan Brand Awareness Terhadap Keputusan Pembelian Produk Susu Bear Brand Di Era Pandemi Covid-19 (Studi Pada Konsumen Susu Bear Brand Di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 11(1).

Janfry, J. … Nugroho, A. (2014). The Low Cost Airline Consumer Price Sensitivity. An Investigation On The Mediating Role Of Promotion And Trust In Brand. International Research Journal Of Business Studies, 7(3). Https://Doi.Org/10.21632/Irjbs.7.3.199-211

Jelita, A. F. K. J., & Hasnah, R. (2021). Pengaruh Kredibilitas Influencer Pada Efektifitas Iklan Media Sosial Instagram Dalam Membentuk Minat Beli Konsumen. Jurnal Fokus Manajemen, 11(1).

Jesslyn, J., & Winduwati, S. (2021). Pemanfaatan Media Sosial Instagram Pada Online Shop @Ivoree.Id Dalam Memasarkan Produk. Prologia, 5(1). Https://Doi.Org/10.24912/Pr.V5i1.8178

Josephine, V. T. … Purnomo, M. (2024). Pengaruh Social Media Marketing Instagram Terhadap Proses Keputusan Pembelian Melalui Brand Trust Pada Rs Umum Pindad Bandung. Seiko : Journal Of Management & Business, 7(2), 328. Https://Doi.Org/10.37531/Sejaman.V7i2.6834

Jun, M. … Eisingerich, A. B. (2023). When Is Celebrity Endorsement Effective? Exploring The Role Of Celebrity Endorsers In Enhancing Key Brand Associations. Journal Of Business Research, 164. Https://Doi.Org/10.1016/J.Jbusres.2023.113951

Kalam, A., & Mollah, M. (2026). The Efficacy Of The Use Of Social Media Networks And Celebrity Endorsers On Green Consumption: An Integrated Model Of Attitude, Intention, And Actual Behavior. Journal Of Retailing And Consumer Services, 88. Https://Doi.Org/10.1016/J.Jretconser.2025.104472

Kalam, A. … Tiong, Y. Y. (2025). The Effects Of Celebrity Endorser On Consumer Advocacy Behavior Through The Customization And Entertainment Intention – A Multivariate Analysis. Young Consumers, 26(1). Https://Doi.Org/10.1108/Yc-07-2023-1800

Kar, A. K. (2015). Applications Of Analytics In Social Media. … Innovation Tech. Transfer Forum Newsletters (Iit Delhi ….

Karmila, & Sanjaya, A. (2023). Pengaruh Celebrity Endorser Dan Iklan Media Sosial Instagram Terhadap Keputusan Pembelian (Studi Pada Pengguna Scarlet Whitening Di Kota Samarinda). Jurnal Administrasi Bisnis, 13(2), 116–120.

Kock, N. (2016). Hypothesis Testing With Confidence Intervals And P Values In Pls-Sem. In International Journal Of E-Collaboration (Vol. 12, Issue 3). Https://Doi.Org/10.4018/Ijec.2016070101

Kotler, P., & Keller, K. L. (2016). Marketing Management. Prentice Hall.

Lestari, M., & Wahyono. (2021). The Influence Of Celebrity Endorser And Online Promotion On Purchase Decision Through Brand Image Article Information. Management Analysis Journal, 198–211.

Lova, T. K., & Raharjo, S. T. (2023). Pengaruh Social Media Marketing Dan Brand Experience Terhadap Purchase Decision Konsumen Pada Produk Kosmetik Dan Brand Trust Sebagai Mediator (Studi Pada Konsumen Somethinc). Diponegoro Journal Of Management, 12(3).

Majid, S., & Suyanto, A. M. A. (2023). Pengaruh Celebrity Endorser, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Pada Produk Somethinc. E-Proceeding Of Management, 10(5), 3527–3536.

Mangold, W. G., & Faulds, D. J. (2009). Social Media: The New Hybrid Element Of The Promotion Mix. Business Horizons, 52(4). Https://Doi.Org/10.1016/J.Bushor.2009.03.002

Maulina Nur Afiani, Budi Wahono, M. B. (2024). Vol. 13. No. 01 Issn : 2302-7061. E-Jurnal Riset Manajemen, 13(01), 627–638.

Ngo, T. T. A. … Nguyen, T. B. N. (2025). Leveraging Social Media Marketing Activities (Smmas) To Enhance Consumer Satisfaction And Purchase Intention For Bio-Cosmetics. Acta Psychologica, 261. Https://Doi.Org/10.1016/J.Actpsy.2025.105768

Niu, B. … Wang, Y. (2026). Online Quality Endorsement To Improve Consumer Trust: Blockchain Or Self-Hosted Livestream? European Journal Of Operational Research, 328(2). Https://Doi.Org/10.1016/J.Ejor.2025.04.010

Onsardi, O. … Megawati, M. (2022). Dampak Digital Marketing, Brand Image Dan Relationship Marketing Terhadap Keputusan Pembelian Konsumen Lina Ms Glow Kota Bengkulu. Creative Research Management Journal, 5(2). Https://Doi.Org/10.32663/Crmj.V5i2.3096

Park, J. … Thavisay, T. (2021). A Study Of Antecedents And Outcomes Of Social Media Wom Towards Luxury Brand Purchase Intention. Journal Of Retailing And Consumer Services, 58. Https://Doi.Org/10.1016/J.Jretconser.2020.102272

Piramita, S. … Purba, J. H. V. (2021). Pengaruh Social Media Marketing Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Kpr Non Subsidi Dengan Mediasi Persepsi Merek (Studi Pada Bank Xyz). Jurnal Aplikasi Bisnis Dan Manajemen. Https://Doi.Org/10.17358/Jabm.7.2.487

Rahmawati, I., & Yanto, W. (2022). Pengaruh Celelebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Melalui Brand Trust (Studi Pada Pengguna Honda Vario Di Kawedanan Pedan Kabupaten Klaten). Jurnal Ilmu Administrasi Bisnis, 10(3). Https://Doi.Org/10.14710/Jiab.2021.32111

Rimbasari, A. … Thahira, A. (2023). Pengaruh Viral Marketing Dan Social Media Marketing Terhadap Keputusan Pembelian Di Platform Tiktok. Capital: Jurnal Ekonomi Dan Manajemen, 6(2). Https://Doi.Org/10.25273/Capital.V6i2.15304

Rizky, A. … Gecolea, Z. T. (2025). The Effect Of Brand Ambassador, Brand Trust And Brand Image On Purchase Decision On Beauty Product. Jurnal Ilmiah Manajemen Kesatuan, 13(2). Https://Doi.Org/10.37641/Jimkes.V13i2.2966

Rizky, M. … Hasanah, N. (2023). Pengaruh Social Media Marketing Instagram Terhadap Repurchase Intention Melalui Experiential Marketing Dan Brand Trust. Jurnal Aplikasi Bisnis Dan Manajemen. Https://Doi.Org/10.17358/Jabm.9.2.658

Salamah, M. … Wulandari, D. S. (2023). Peran Social Media Marketing, Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Kosmetik Madame Gie Di Kab. Bekasi. Jurnal Economina, 2(10). Https://Doi.Org/10.55681/Economina.V2i10.894

Salman, I. F., & Adhi Prasetyo. (2025). The Influence Of Social Media Marketing On Purchase Decision Through Brand Trust As An Intervening Variable. Husnayain Business Review, 5(1), 21–32. Https://Doi.Org/10.54099/Hbr.V5i1.1276

Sari, N. N. … N., A. (2023). Analisis Pengaruh Celebrity Endorsement , Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Lokal Somethinc Melalui Brand Trust Pendahuluan. 1(1).

Sastrawan, M. D., & Pramudana, K. A. S. (2022). Peran Brand Trust Memediasi Brand Image Terhadap Brand Loyalty: Studi Pada Toko Dwipa Umalas Badung. E-Jurnal Manajemen Universitas Udayana, 11(4). Https://Doi.Org/10.24843/Ejmunud.2022.V11.I04.P02

Sekaran, U., & Bougie, R. (2017). Metode Penelitian Bisnis Edisi 6 Buku 2. In Jakarta: Salemba Empat.

Statista. (2021). • Instagram Users Worldwide 2023 | Statista. In Emarketer.

Sujana, E. R. … Sari, D. K. (2023). Pengaruh Brand Experience Dan Brand Engagement Terhadap Brand Loyalty Dengan Brand Trust Sebagai Variabel Mediasi. Jurnal Informatika Ekonomi Bisnis. Https://Doi.Org/10.37034/Infeb.V5i2.567

Sulistia, & Zahara, Z. (2023). Pengaruh Brand Personality Terhadap Repurchase Intention Dengan Brand Trust Sebagai Variabel Mediasi. Jurnal Ilmu Manajemen Universitas Tadulako, 9(1).

Susilo, N. S., & Handayani, S. D. (2023). Pengaruh Celebrity Endorser, Brand Image, Dan Word Of Mouth Terhadap Keputusan Pembelian Konsumen Produk Ms Glow Di Yogyakarta. Journal Of Ecotourism And Rural Planning, 1(1). Https://Doi.Org/10.47134/Jerp.V1i1.124

Suyono, Yvonne Augustin , Lydia, Andi, L. F. (2024). The Influence Of Celebrity Endorsement, Sosial Media Marketing And Brand Image On The Decision To Purchase Of Somethinc Beauty Products (Case Study On Students Of The Pelita Indonesia Institute Of Business And Technology). Jurnal Akuntansi Dan Bisnis, 4(2), Issn 2527-8223.

Tanjung, R., & Keni, K. (2023). Pengaruh Celebrity Endorser Dan E-Wom Terhadap Purchase Intention Produk Skincare Di Jakarta Dengan Brand Trust Sebagai Variabel Mediasi. Mbia, 22(1). Https://Doi.Org/10.33557/Mbia.V22i1.2144

Tiara Mufarihah ‘Aini … Budi Utami. (2022). Pengaruh Celebrity Endorser, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Pada Produk Handbody Scarlett (Studi Kasus Pada Pengguna Handbody Scarlett Di Wilayah Mojokerto ). Jurnal Cakrawala Ilmiah, 1(11), 2901–2916. Https://Doi.Org/10.53625/Jcijurnalcakrawalailmiah.V1i11.2877

Vuong, B. N. … Dang, L. H. (2024). The Impact Of Corporate Social Responsibility On Customer Loyalty Through Brand Trust And Brand Reputation: Evidence From Low-Cost Airlines. Transportation Research Procedia, 80. Https://Doi.Org/10.1016/J.Trpro.2024.09.015

Wan, J. … Li, P. (2024). The Study Of Female College Students’ Consumer Psychology Mechanism Toward Male Celebrity Endorsed Products: Tempted Or Coerced? Heliyon, 10(9). Https://Doi.Org/10.1016/J.Heliyon.2024.E30401

Witkowski, T. H. (2022). Sources For Advertising And Marketing History At The Mccracken Research Library, Buffalo Bill Center Of The West. Journal Of Historical Research In Marketing, 14(2). Https://Doi.Org/10.1108/Jhrm-07-2021-0029

Yusuf, R. … Hendrayati, H. (2024). Brand Trust Dalam Perspektif Konsumen: Sebuah Systematic Literature Review Terhadap Faktor Dan Implikasinya. Jurnal Ekonomi Bisnis Dan Manajemen (Eko-Bisma), 3(2). Https://Doi.Org/10.58268/Eb.V3i2.132

Downloads

Published

2026-07-11

Issue

Vol. 7 No. 1 (2026): Juli

Section

Articles

License

Copyright (c) 2026 Ritanti Aulia Muswara, Hasnah Rimiyati

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.