Citation:

Revalina Soamole, Laela, Zandy Pratama Zain. "The Influence of Celebrity Endorsement and Product Quality on Purchasing Decisions with Brand Trust as a Mediating Variable among Users of Glad2Glow Facial Skincare Products" International Research Journal of Economics and Management Studies, Vol. 5, No. 7, pp. 180-188, 2026. Crossref. https://doi.org/10.56472/25835238/IRJEMS-V5I7P123

Abstract:

This study aims to examine the influence of celebrity endorsement and product quality on purchasing decisions, with brand trust serving as a mediating variable among users of Glad2Glow facial skincare products. Methods: This is an exploratory quantitative study using questionnaires to gather data from Glad2Glow users. The data were analyzed for direct and indirect relationships between the variables by first examining all of them using the SEM-PLS method. Results show no significant effect of celebrity endorsement on purchase decisions or brand trust. To a similar degree, product quality does not directly impact purchasing decisions. However, product quality has a positive and significant effect on brand trust; moreover, brand trust has a significant positive effect on purchasing decisions. Mediation Analysis for Brand Trust: The mediation analysis between celebrity endorsement and purchasing decision reveals that brand trust does not mediate the link. On the contrary, brand trust is a complete mediator of the product quality effect on purchasing behaviour. This implies that even if celebrities and endorsement strategy are not the solution for making consumers buy Glad2Glow products, basic trust through product quality is a more attractive buying decision. Thus, it is suggested that the organization should focus on further improving product quality and enhancing brand trust in order to increase consumers' buying decisions.

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Keywords:

Celebrity Endorsement, Product Quality, Brand Trust, Purchasing Decision, Glad2Glow.