The Mediating Roles of Brand Image and Brand Trust in the Relationship between Brand Ambassadors and Impulse Buying: Evidence from Azarine Products on Shopee E-Commerce in Indonesia

This study investigates the influence of brand ambassadors on impulse buying behavior, with brand image and brand trust serving as mediators, in the context of Azarine products purchased through the Shopee e-commerce platform in Indonesia.The research employs a quantitative approach, collecting data from 300 female respondents aged 17-24 using an online questionnaire.The data were analyzed using SmartPLS 3.2.9 and the Structural Equation Modeling (SEM)-PLS method.The findings reveal a significant and positive relationship between brand ambassadors and impulse buying, with both brand image and brand trust partially mediating this relationship.The study contributes to the literature by providing empirical evidence on the complex interplay between brand ambassadors, brand image, brand trust, and impulse buying in the context of ecommerce.The results have important implications for companies using brand ambassadors and e-commerce platforms, suggesting that investments in building a positive brand image and fostering brand trust can enhance the effectiveness of brand ambassador strategies in driving impulse purchases.However, the crosssectional nature of the study and the focus on a single product and platform limit the generalizability of the findings.Future research should employ longitudinal designs and explore the relationships in different contexts to further validate the proposed model.