PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI PADA PRODUK AZARINE

This research aims to determine and analyze the influence of Influencer Marketing and Online Customer Reviews on Purchase Decisions, with Trust as a mediating variable among Azarine consumers in Malang City. The population in this study consists of Azarine consumers in Malang City who have either seen advertisements for or used Azarine skincare products/services. A total of 160 respondents were selected as samples using purposive sampling. Data analysis was conducted using SmartPLS 4. The results of the study show that Influencer Marketing has a negative and insignificant effect on Purchase Decisions. Online Customer Reviews have a positive and significant effect on Purchase Decisions. Trust has a positive and significant effect on Purchase Decisions. Influencer Marketing has a positive and significant effect on Trust. Online Customer Reviews have a positive and significant effect on Trust. Trust is able to mediate the effect of Influencer Marketing on Purchase Decisions. Trust is also able to mediate the effect of Online Customer Reviews on Purchase Decisions.