EXAMINING THE MEDIATING ROLE OF PURCHASE DECISIONS IN THE RELATIONSHIP BETWEEN BRAND AMBASSADORS, TRUST, VIRAL MARKETING, AND REPURCHASE BEHAVIOR AMONG SCARLET

Abstract

This study examines the role of purchasing decision mediation in the relationship between brand ambassadors, trust, viral marketing, and repurchase behavior among Scarlett Whitening consumers in Tulungagung Regency, Indonesia. This study aims to analyze the direct and indirect effects of brand ambassadors, trust, and viral marketing on repurchase behavior through purchase decisions as a mediating variable. The quantitative research approach is used using the survey method. Primary data was collected through a questionnaire distributed to Scarlett Whitening consumers and analyzed using Partial Least Squares–Structural Equation Modeling (SEM-PLS). The results revealed that trust and viral marketing had a positive and significant effect on purchase decisions, while brand ambassadors did not significantly influence purchase decisions. In addition, viral marketing and purchase decisions significantly affect repurchase behavior. Mediation analysis showed that purchasing decisions successfully mediated the relationship between trust and repurchase behavior as well as between viral marketing and repurchase behavior. However, purchasing decisions do not mediate the relationship between brand ambassadors and repurchase behavior. These findings suggest that consumer trust and effective viral marketing strategies play a more important role in driving repurchase behavior than brand ambassador use. The study provides practical implications for cosmetics companies to strengthen customer retention through trust-building initiatives and innovative digital marketing strategies. Future studies are recommended to include additional variables and broader research settings to improve the generalization of findings.