Exploring the mediating role of brand trust in the impact of digital marketing and online reviews on purchase decisions for beauty products: A case study on students in solo

The rapid development of information and communication technology has significantly altered the way consumers interact with brands. In the digital era, digital marketing has emerged as a primary strategy for companies to reach consumers and promote their products. The beauty industry, in particular, has undergone a major transformation, with digital marketing and online reviews playing crucial roles in influencing consumer purchasing decisions. This study focuses on exploring the mediating role of brand trust in the relationship between digital marketing, online reviews, and beauty product purchasing decisions among university students in Solo, Indonesia. The research aims to provide insights into how brand trust, as influenced by digital marketing and online reviews, impacts consumer behavior. The findings are expected to help beauty brands in enhancing their digital marketing strategies and improving brand trust among young consumers.