The Mediating Role of Brand Trust in Sunscreen Purchase Decisions: Evidence from Facetology Users in Tropical Jabodetabek

Devani Safira; Muslikh Muslikh

doi:10.58777/mbs.v4i1.453

Authors

Devani Safira Faculty of Economics and Business, YARSI University, Jakarta
Muslikh Muslikh Faculty of Economics and Business, YARSI University, Jakarta

DOI:

https://doi.org/10.58777/mbs.v4i1.453

Keywords:

Electronic Word of Mouth, Product Quality, Brand Trust, Purchase Decision

Abstract

This study examines the effects of electronic word of mouth (E-WOM) and product quality on purchasing decisions, with brand trust as an intervening variable, among Facetology sunscreen consumers in Jabodetabek. This research employs an explanatory quantitative approach. Data were collected through questionnaires distributed to 117 respondents selected using a non-probability purposive sampling technique based on predetermined criteria. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with WarpPLS 8.0. The results indicate that E-WOM, product quality, and brand trust positively and significantly affect purchasing decisions. Furthermore, E-WOM and product quality positively and significantly influence brand trust. However, brand trust does not mediate the relationship between E-WOM and purchasing decisions, whereas it successfully mediates the relationship between product quality and purchasing decisions. The insignificant mediation of brand trust in the E-WOM relationship suggests that consumers may rely directly on online reviews, comments, and shared experiences when making purchasing decisions, without requiring brand trust as an intermediary. Conversely, perceived product quality builds brand trust, which in turn strengthens purchasing decisions. These findings highlight the importance of managing positive E-WOM and maintaining consistent product quality to strengthen consumer trust and encourage purchasing decisions.

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