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

Intan Mustika Jati *, Nicky Gilang Wicaksono and Ronaldo Muhammad Rachman Jatmiko

Department of International Business Management, Faculty of Law and Business Technology, Sugeng Hartono University, Indonesia.
 
Review
International Journal of Science and Research Archive, 2024, 13(01), 2597–2603.
Article DOI: 10.30574/ijsra.2024.13.1.1948
Publication history: 
Received on 03 September 2024; revised on 12 October 2024; accepted on 15 October 2024
 
Abstract: 
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.
 
Keywords: 
Digital Marketing; Online Reviews; Brand Trust; Purchase Decisions; Beauty Products; University Students
 
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