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What is Angraini about?

This study investigates the impact of influencer endorsement on purchase decisions for Sugarlab Face Mist, highlighting the mediating role of brand image and the moderating effect of customer trust. Data from 300 respondents indicates that influencer endorsements significantly influence purchase decisions, with a positive brand image enhancing this effect. Additionally, customer trust strengthens the relationships between influencer endorsement, brand image, and purchase decisions, emphasizing the importanc

Author

ricky

Language

EN