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September 10, 2025Asian Journal of Management Analytics

The Influence of Brand Ambassador, Brand Trust and Electronic Word of Mouth on the Purchase Decision of Makeover Cosmetic Products

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Authors

NSNovi SofwatunnisaLZLuthfi ZamakhsyariWPWida Purwidianti

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Overview

Quantitative analysis reveals brand trust and eWOM significantly affect purchasing decisions for MakeOver products in female students.

Key Points

  • Brand ambassadors significantly influence purchasing decisions for cosmetic products, especially among students.
  • Brand trust has a notable impact on consumer purchasing decisions related to MakeOver cosmetics, indicating its importance.
  • Electronic word of mouth (eWOM) plays a critical role in shaping purchasing behavior for cosmetic products.
  • Collectively, brand ambassadors, brand trust, and eWOM greatly affect consumer purchasing decisions for MakeOver products.

Cite This Study

Sofwatunnisa et al. (2025) studied this question.

synapsesocial.com/papers/68c24236b210217d647a2bebhttps://doi.org/10.55927/ajma.v4i3.14445
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The Influence of Brand Image, Celebrity Endorser, Electronic Word of Mouth and Communication Media on Purchase Decisions2025
  2. 2Factors Influencing Consumer Purchase Intention Towards Beauty Products in Indonesia2025
  3. 3The Influence of Online Customer Reviews and Celebrity Endorsement on Purchase Intention of Skin Mandatory Products2025 · 1 citations
  4. 4Pengaruh Social Media Marketing, Electronic Word of Mouth, dan Customer Experience Terhadap Repurchase Intention Produk Make Over2025
  5. 5Analysis of Viral Marketing, Celebrity Endorser, Brand Awareness, and E-WOM in Influencing Purchase Decisions2025