Formosa Journal of Sustainable Research (FJSR)

Vol.4, No.9, 2025: 1039-1052

The Effect of Brand Ambassador and Brand Image on Purchasing

Decisions with Brand Trust as a Mediating Variable for Innisfree
Indonesia Consumers
Ummu Savira Maulida Akhmad1*, Sutirman2
Universitas Negeri Yogyakarta
Corresponding Author: Ummu Savira Maulida Akhmad
[email protected]

ARTICLEINFO ABSTRAK
Kata Kunci: Purchase Decision, This study examines the influence of brand
Brand ambassadors and brand image on purchasing
Received : 21 April
decisions, with brand trust as a mediating variable
Revised : 23 May for Innisfree consumers in Indonesia. Using an
Accepted: 23 June explanatory quantitative approach, data were
collected via an online survey of 150 respondents
©2025 Akhmad, Sutirman: This is an
open-access article distributed under who had made at least two purchases, during
the terms of the Creative Commons August–September 2024. Data analysis was
Atribusi 4.0 Internasional. conducted using descriptive statistics in SPSS and
structural equation modeling in SmartPLS 3. The
results reveal that both brand ambassadors and
brand image significantly affect purchasing
decisions, with brand trust playing a pivotal
mediating role. Brand image has a stronger direct
impact, while brand ambassadors significantly
build trust that indirectly influences decisions.
These findings highlight the importance of trust in
strengthening branding strategies

DOI: https://doi.org/10.55927/fjsr.v4i6.331 1039

( ISSN-E: 2830-6228
https://mryformosapublisher.org/index.php/fjsr/index
Akhmad, Sutirman

INTRODUCTION
The rapid advancement of digital marketing has significantly transformed
consumer behavior, particularly in the cosmetic industry. Social media platforms
serve as powerful tools for brand engagement, allowing companies to influence
purchasing decisions through strategic marketing techniques. One of the most
influential strategies in this context is the use of brand ambassadors, who not
only enhance brand image but also foster consumer trust. This study investigates
the impact of brand ambassadors and brand image on purchasing decisions, with
brand trust acting as a mediating variable, using Innisfree, a well-known
cosmetic brand in Indonesia, as a case study.
The increasing reliance on digital platforms for marketing communication
has led to a shift in how consumers perceive and interact with brands. Unlike
traditional marketing approaches, social media allows for real-time engagement,
fostering deeper connections between consumers and brands. This shift has
necessitated an exploration of factors that drive consumer trust, particularly in
an industry where product authenticity and brand credibility play a crucial role
in influencing purchase behavior. By examining the interplay between brand
ambassadors, brand image, and brand trust, this study aims to provide insights
into the mechanisms through which digital marketing strategies shape consumer
preferences.
The novelty of this research lies in its focus on understanding the
mediating role of brand trust in the relationship between brand ambassadors,
brand image, and consumer purchase decisions within the Indonesian market.
While previous studies have examined these variables separately, limited
research has explored their interconnectedness in a comprehensive framework.
This study contributes to knowledge enrichment by highlighting the significance
of trust-building strategies in digital marketing, particularly within the cosmetic
industry.
This research seeks to address several key questions: How do brand
ambassadors influence consumer purchasing decisions? To what extent does
brand image contribute to brand trust? How does brand trust mediate the
relationship between brand ambassadors, brand image, and consumer
purchasing behavior? By answering these questions, this study aims to offer
valuable insights for marketers in optimizing their digital marketing strategies to
enhance consumer trust and drive brand loyalty.

LITERATURE REVIEW
Stimulus-Organism-Response (S-O-R)Explanation of Theory here
The S-O-R theory, proposed by (Hovland et al., 1953), originates from
psychology and has been applied to marketing. It explains that a stimulus (S) is
an external factor that triggers consumer reactions. The organism (O) represents
the internal cognitive process between awareness and action, leading to a
response (R), which manifests as a consumer’s decision or behavior. This theory
suggests that specific stimuli result in predictable responses, making it useful for
understanding how media influences audiences (Maharani, 2022)

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Vol.4, No.6, 2025: 1039-1052
Brand Ambassador
Brand ambassadors are influential figures who endorse a brand and
significantly impact consumer purchasing decisions (Unnithan et al., 2022). They
serve as brand representatives, fostering emotional connections and increasing
brand credibility (Mardiyah et al., 2020). Effective brand ambassadors enhance
brand trust and influence consumer preferences (Lea Greenwood, 2012).
Brand Image
Brand image refers to consumers' mental associations with a brand,
influencing their perception and purchasing behavior (Terence, 2003). A strong
brand image builds consumer confidence, differentiates a brand from
competitors, and enhances customer loyalty (Arum et al., 2022).
Brand Trust
Brand trust represents consumer confidence in a brand’s reliability and
integrity (Zaerofi, 2020). It plays a key role in reducing uncertainty, encouraging
brand loyalty, and fostering long-term customer relationships (Nurhasanah et al.,
2021).
Purchase Decision
A purchase decision is a consumer’s choice to buy or not buy a product,
influenced by internal factors such as motivation, perception, and attitude
(Panich et al., 2023). Trust and brand perception strongly shape purchasing
behavior (Kotler & Gary, 2012).
1. H1 : Brand Ambassador (X1) → Purchase Decision (Y)
A well-known and attractive brand ambassador enhances brand awareness
and influences consumer decisions (Ayyattika et al., 2024).
2. H2 : Brand Image (X2) → Purchase Decision (Y)
A positive brand image increases consumer trust and preference, reducing
perceived risks (Fauzul et al., 2022).
3. H3 : Brand Ambassador (X1) → Brand Trust (Z)
Ambassadors strengthen emotional connections and reinforce brand
credibility (Mardiyah et al., 2020)
4. H4 : Brand Image (X2) → Brand Trust (Z)
A strong brand image builds consumer confidence in the brand’s reliability
(Hokky & Bernarto, 2020).
5. H5 : Brand Trust (Z) → Purchase Decision (Y)
Higher brand trust leads to lower uncertainty and increased consumer
willingness to buy (Prasetiyo et al., 2024)
6. H6 : Brand Ambassador (X1) → Purchase Decision (Y) via Brand Trust (Z)
The endorsement of a trusted brand ambassador strengthens brand trust,
which positively mediates purchasing decisions.
7. H7 : Brand Image (X2) → Purchase Decision (Y) via Brand Trust (Z)
A positive brand image fosters greater brand trust, which subsequently
influences consumer purchase decisions (Hokky & Bernarto, 2020).

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Figure 1. Conceptual Framework

METHODOLOGY
This study employs an explanatory research design with a quantitative
approach. Explanatory research aims to test hypotheses and explain
relationships between variables objectively and systematically (Thompson et al.,
2020). This method was chosen to analyze the influence of brand ambassadors
and brand image on purchase decisions, with brand trust as a mediating variable
among Innisfree consumers in Indonesia. A survey method was used to collect
data through structured questionnaires distributed online via Google Forms on
social media platforms such as WhatsApp, Instagram, and Twitter/X.
The research population consists of Innisfree consumers in Indonesia,
while the sample was selected using purposive sampling, a non-probability
sampling technique. The criteria for respondents include having purchased
Innisfree products at least twice, being familiar with the brand ambassador and
brand image, and being between 17 and 50 years old. Following Hair et al., (2010),
the sample size was determined by multiplying the number of indicators by ten,
resulting in a total of 150 respondents.
The study examines three main variables: independent variables (brand
ambassador and brand image), a mediating variable (brand trust), and a
dependent variable (purchase decision). Data collection was conducted using a
closed-ended questionnaire with a Likert scale ranging from 1 (Strongly
Disagree) to 5 (Strongly Agree). The questionnaire was designed to ensure
validity and reliability in measuring the variables.
Data analysis was conducted using Structural Equation Modeling (SEM)
with SmartPLS software. This approach was chosen because SEM is effective in
testing complex relationships between multiple variables and evaluating
mediation effects. SmartPLS was used to assess the measurement model (validity
and reliability tests) and the structural model (path analysis and hypothesis
testing). Bootstrapping techniques were applied to determine the significance of
direct and indirect effects between variables.

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The survey method allowed for the collection of extensive data from a
sample representing the broader population, ensuring the generalizability of the
findings.

RESULT AND DISCUSSION

Table 1. Likert Scale Instrument

Scores Criteria
5 Strongly Agree
4 Agree
3 Neutral
2 Disagree
1 Strongly Disagree
1. Prerequisite Testing
a. Instrument Validity and Reliability Test
1) Validity Test
a) Convergent Validity
Convergent validity measures how well the indicators of a latent construct
correlate with each other. Indicators designed to measure the same concept
should show similar results and cluster within the same construct.
b) Outer Loading
Outer loading values indicate the strength of the relationship between
each indicator and its respective latent construct. A value greater than 0.7
confirms strong validity (Henseler et al., 2015). The summary of outer loading
values is presented in Table 1:

Table 1. Outer Loading Summary

Construct Indicator Range
Brand Ambassador 0.709 - 0.791
Brand Image 0.747 - 0.844
Brand Trust 0.738 - 0.846
Purchase Decision 0.757 - 0.838

Descriptive Analysis
According to Sugiyono (2019), descriptive analysis aims to describe or
present data in a concise and clear manner, facilitating better understanding.

Table 2. Respondents by Gender

Gender Frequency Percentage
Female 116 77.3%
Male 34 22.7%
Total 150 100%

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From Table 6, it can be observed that out of 150 respondents, 116 (77.3%)
are female and 34 (22.7%) are male. This indicates that Innisfree’s consumers are
predominantly female.

Table 3. Respondents by Age

Age Group Frequency Percentage
17-25 110 73%
26-35 36 24%
36-50 4 3%
Total 150 100%

Regional Distribution
Respondents come from 38 provinces across Indonesia, with the highest
concentrations in:
1. Yogyakarta (62 respondents, 41.3%)
2. Central Java (22 respondents, 14.7%)
3. DKI Jakarta (19 respondents, 12.7%)
4. East Java (12 respondents, 8%)
5. West Java (8 respondents, 5.3%)
This indicates that the majority of respondents are from Yogyakarta.
2) Variable Descriptive Analysis
Based on Appendix 8, the descriptive statistics for each measured
variable are as follows:
a) Sample Size (N)
All variables were measured using a sample of 150 respondents, which is
sufficient for statistical analysis.
b) Minimum and Maximum Values
All variables have a minimum value of 1 and a maximum value of 5,
indicating the use of a Likert scale ranging from 1 (“strongly disagree”) to 5
(“strongly agree”).
c) Mean (Average Score)
The mean values range from 3.49 to 3.79, indicating a moderately
positive response from participants.
The highest mean score (3.79) is found in X1.7 (brand ambassador),
suggesting a stronger agreement among respondents.
The lowest mean score (3.49) is in Y.9 (purchase decision), indicating
slightly lower agreement.
d) Standard Deviation
Standard deviation values range from 1.071 to 1.278, reflecting moderate
variability in responses. The highest standard deviation (1.278) is in X1.9,
suggesting greater response variation.
e) Skewness
Skewness values range from -0.333 to -0.841, indicating a slight negative
skew. The highest negative skew (-0.841) is in Y.6, showing a tendency towards
higher ratings.
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f) Kurtosis
Kurtosis values range from -0.106 to -0.705, indicating that the
distribution is relatively flat compared to a normal distribution. The lowest
kurtosis (-0.106) is in Z.10, suggesting a near-normal distribution.
c. Inner Model Analysis

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1. R-Square
Table 4. R Square
Variable R Square Adjusted R Square
Brand Trust 0.903 0.902
Purchase Decision 0.932 0.931

The R-Square value of 0.903 for brand trust indicates that 90.3% of the
variance in brand trust can be explained by the exogenous variables (brand
ambassador and brand image). In other words, this model explains the majority
of the changes occurring in brand trust based on these two variables. This
suggests that the exogenous variables in the model have a strong influence on
brand trust.
Similarly, the R-Square value of 0.932 means that 93.2% of the variance in
purchase decision can be explained by influencing variables. This demonstrates
that the model is highly effective in explaining consumer purchase decisions. The
high R-Square values for both constructs—90.3% for brand trust and 93.2% for
purchase decision—indicate that the model has strong predictive power. Most of
the variance in both endogenous variables is explained by the exogenous
variables involved in the model. According to Hair et al., (2017), a higher R-
Square value indicates a better model in explaining data variance.
2. F-Square
Table 5. F Square
Brand Brand Brand Purchase
Variable
Ambassador Image Trust Decision
Brand
Ambassador - 0.464 0.093 -
Brand Image - - 0.220 0.164
Brand Trust - - - 0.243

Based on (Cohen, 1988) guidelines for F-Square testing, the value of 0.464
> 0.35 indicates a strong effect of brand ambassador on brand trust, meaning that
brand ambassador significantly enhances consumer trust in the brand.
Conversely, the value of 0.093 suggests a weak effect on purchase decision,
indicating that while brand ambassador influences purchase decision, it is not
highly significant, and other factors may play a more dominant role in
determining purchase decisions.
A value of 0.220 < 0.35 signifies a moderate effect of brand image on brand
trust, while a value of 0.164 < 0.35 also indicates a moderate effect on purchase
decision. Finally, a value of 0.243 < 0.35 implies that brand trust has a moderate
influence on purchase decision. Overall, brand ambassador strongly affects
brand trust, while brand image and brand trust have moderate effects on
purchase decision, and brand ambassador does not have a significant direct
impact on purchase decision.
3) Multicollinearity Test
The multicollinearity test aims to identify whether there is a strong
relationship between independent variables in the regression model, which may

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affect the analysis results. The assumption used is that VIF < 5, meaning no
significant collinearity issues exist (Hair et al., 2017). Based on Appendix 9, the
VIF values for all variable indicators (X1.1 to Z.10) are < 5, confirming no
collinearity among the measured variable indicators. The absence of significant
collinearity supports the overall integrity of the model, making it more valid and
reliable for research purposes.
High collinearity indicates that one independent variable can be well
explained by other independent variables, which may interfere with the
accuracy of coefficient estimation.
3. Analysis of Inner Model
a. R-Square Analysis

Table 6. R Square Values

Variable R Square Adjusted R Square
Brand Trust 0.903 0.902
Purchase Decision 0.932 0.931

The R-Square value of 0.903 for Brand Trust indicates that 90.3% of its
variance can be explained by the exogenous variables (Brand Ambassador and
Brand Image). This suggests that the model strongly explains changes in Brand
Trust based on these variables.
Similarly, an R-Square value of 0.932 means that 93.2% of the variance in
Purchase Decision is explained by influencing variables. This high R-Square
value indicates a strong predictive capability of the model in explaining
consumer purchase decisions. According to (Hair et al., 2017), a higher R-Square
value signifies better model explanatory power.
b. F-Square Analysis

Table 7. F-Square Values

Relationship F-Square Value
Brand Ambassador -> Brand Trust 0.464 (Strong)
Brand Ambassador -> Purchase Decision 0.093 (Weak)
Brand Image -> Brand Trust 0.220 (Moderate)
Brand Image -> Purchase Decision 0.164 (Moderate)
Brand Trust -> Purchase Decision 0.243 (Moderate)

Following (Cohen, 1988) guidelines, an F-Square value greater than 0.35 is

considered strong, between 0.15-0.35 is moderate, and below 0.15 is weak.
a. Brand Ambassador significantly influences Brand Trust (0.464), indicating
that a strong ambassador positively impacts consumer trust.
b. Brand Ambassador’s effect on Purchase Decision (0.093) is weak,
suggesting other factors might have a more significant influence.
a. Brand Image moderately affects Brand Trust (0.220) and Purchase
Decision (0.164), highlighting its importance in building consumer
trust and influencing purchases.

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b. Brand Trust moderately influences Purchase Decision (0.243),

reinforcing the idea that consumer trust is a key determinant in
purchasing behavior.
c) Multicollinearity Test
A multicollinearity test ensures that independent variables do not exhibit
high correlation, which could distort regression results. Using the Variance
Inflation Factor (VIF), a value below 5 indicates no significant multicollinearity
(Hair et al., 2017).
From Appendix 9, all variable indicators (X1.1 to Z.10) have VIF values <
5, confirming no significant multicollinearity issues. This supports the model's
validity and reliability for further analysis.
4. Hypothesis Testing
a. Direct Effect (Path Coefficients)

Table 8. Direct Effects

Original Mean Standard T- P-
Relationship Sample Sample Deviation Stati Val
(O) (M) (STDEV) stic ue
Brand Ambassador - 0.00
> Purchase Decision 0.259 0.270 0.085 3.066 2
Brand Ambassador - 0.00
> Brand Trust 0.573 0.585 0.077 7.408 0
Brand Image -> 0.00
Purchase Decision 0.315 0.308 0.072 4.375 0
Brand Image -> 0.00
Brand Trust 0.394 0.382 0.079 5.010 0
Brand Trust -> 0.00
Purchase Decision 0.413 0.410 0.080 5.183 0

The direct effects analysis shows:

a. Brand Ambassador significantly influences Brand Trust (T = 7.408, P =
0.000, O = 0.573), meaning a strong ambassador enhances consumer trust.
b. The effect of Brand Ambassador on Purchase Decision is significant but
weaker (T = 3.066, P = 0.002, O = 0.259), suggesting additional factors
influence purchases.
c. Brand Image significantly affects Purchase Decision (T = 4.375, P = 0.000,
O = 0.315) and Brand Trust (T = 5.010, P = 0.000, O = 0.394), reinforcing its
importance.
d. Brand Trust significantly impacts Purchase Decision (T = 5.183, P = 0.000,
O = 0.413), confirming its critical role in driving consumer purchases.

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b. Indirect Effect
Table 9. Indirect Effects
Original Mean Standard T- P-
Relationship Sample Sample Deviation Stati Val
(O) (M) (STDEV) stic ue
Brand Ambassador ->
Brand Trust -> Purchase 4.75 0.0
Decision 0.237 0.238 0.050 0 00
Brand Image -> Brand
Trust -> Purchase 3.23 0.0
Decision 0.163 0.158 0.050 8 01

a. The indirect effect of Brand Ambassador on Purchase Decision through

Brand Trust is significant (T = 4.750, P = 0.000, O = 0.237). This implies that
Brand Trust acts as a key mediator in the relationship.
b. Similarly, Brand Image has a significant indirect effect on Purchase
Decision via Brand Trust (T = 3.238, P = 0.001, O = 0.163). While its effect
is not as strong as Brand Ambassador, it still plays an essential role in
shaping consumer trust before purchase.
The findings of this study demonstrate the significant role of brand
ambassadors in shaping consumer purchase decisions. A strong brand
ambassador effectively represents the brand’s identity, increasing consumer trust
and engagement. This aligns with prior studies that emphasize how brand
ambassadors influence consumer perception by establishing an emotional
connection with the audience (Suleman & Adya Prasetyo, 2022). The study
confirms that while brand ambassadors positively impact purchase decisions, their
effect is more pronounced in fostering brand trust. This suggests that consumers
are more likely to trust a brand when it is endorsed by a credible and relatable
figure, which subsequently enhances their purchase intentions.
Similarly, the study finds that brand image significantly influences
purchase decisions. A well-established brand image creates strong associations in
the minds of consumers, leading to higher brand preference and loyalty (Putri et
al., 2023). Consumers tend to associate a positive brand image with product
quality, reliability, and credibility, which reinforces their decision to purchase. The
significance of this relationship highlights the necessity for brands to develop and
maintain a consistent and favorable brand image to strengthen their market
positioning and consumer appeal.
Moreover, the role of brand trust in mediating the relationship between
brand-related factors and purchase decisions is evident. Brand trust serves as a
bridge that enhances the impact of brand ambassadors and brand image on
purchase behavior. The study supports previous research by (Mardiyah et al.,
2020) which suggests that trust plays a critical role in consumer-brand
relationships by reducing perceived risks and increasing confidence in product
quality. When consumers trust a brand, they are more likely to exhibit repeat
purchasing behavior and advocate for the brand among their peers.

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The mediation effect of brand trust between brand ambassadors and

purchase decisions further underscores the indirect yet significant influence of
trustworthy brand representatives. Brand ambassadors contribute to brand trust
by reinforcing positive brand associations and authenticity (Hera & Fourqoniah,
2023). This trust, in turn, fosters greater confidence in the brand, leading to
stronger purchase decisions. Similarly, the mediation effect of brand trust between
brand image and purchase decisions suggests that a well-crafted brand image
enhances consumer trust, which subsequently drives purchase intention (Kristian
et al., 2021).
These findings collectively reinforce the strategic importance of brand trust
in modern marketing. By carefully selecting brand ambassadors who align with
the brand’s values and cultivating a strong, positive brand image, businesses can
effectively build consumer trust and drive purchase behavior. Future research
could further explore the long-term effects of these factors on brand loyalty and
consumer advocacy.

CONCLUSIONS AND RECOMMENDATIONS

Based on the research findings, brand ambassadors and brand image have
a positive and significant impact on purchasing decisions, both directly and
through brand trust as a mediating variable. The better the performance of the
brand ambassador and the stronger the brand image, the higher consumer trust,
ultimately driving purchasing decisions. Therefore, Innisfree is advised to enhance
its marketing strategies by selecting brand ambassadors relevant to its target
market and strengthening brand image through transparent communication and
sustainability values. Additionally, the company should optimize consumer
interactions through social media to build stronger emotional connections, thereby
increasing brand trust and customer loyalty.

FURTHER STUDY
This study has several limitations. First, the questionnaire distribution
was restricted to certain platforms (WhatsApp, Instagram, and Twitter/X),
limiting respondent diversity and potentially excluding users of other social
media like Facebook, Telegram, or LinkedIn. Second, the limited number of
respondents may reduce the reliability and generalizability of the findings,
increasing the risk of bias. Lastly, the research was confined to specific locations,
making it difficult to apply the results to a broader population. Future studies
should expand questionnaire distribution across multiple platforms, increase the
sample size, and include respondents from diverse geographic areas to enhance
result accuracy and applicability.

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Vol.4, No.6, 2025: 1039-1052
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