INFLUENCER ENDORSEMENT AND PRODUCT QUALITY IN DRIVING PURCHASE DECISIONS: MEDIATING ROLES OF BRAND IMAGE AND CONSUMER TRUST IN SKINCARE MARKETS
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Abstract
The global skincare industry has rapidly expanded, with sunscreen becoming essential for both health and beauty. This study investigates how influencer endorsement and product quality affect purchase decisions, both directly and indirectly, through brand image and consumer trust in the context of Facetology sunscreen, a leading Indonesian brand. A quantitative, cross-sectional survey was conducted with 250 consumers using a structured questionnaire. Data were analyzed using structural equation modeling with SmartPLS. The findings demonstrate that endorsement and product quality significantly shape purchase decisions, while brand image and consumer trust serve as effective mediators that reinforce these relationships. The study contributes to consumer behavior theory by integrating functional, symbolic, and relational dimensions of decision-making. Practically, it highlights the need for skincare brands to balance product quality with strategic endorsement and trust-building initiatives.
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