The Role of Personal Branding Influencers and Consumer Trust in Skincare Product Purchase Decisions in Indonesia

Abstract

This study aims to determine the role of personal branding and customer trust in purchasing decisions on skincare product purchases in Indonesia. The sample in this study used a purposive sampling method that was distributed to skincare product users in Indonesia who had purchased skincare aged 25 years and over. The number of respondents in this study was 100 respondents. Data was obtained from the distribution of google forms shared through social media. The data analysis technique used path analysis with the PLS-SEM method with SmartPLS software. The results of the study showed directly: personal branding influencers influence purchasing decisions, and consumer trust influences purchasing decisions.