The Effect of Online Influencer Marketing on Suggestion Impulse Buying with Trust as a Mediating Variable

Abstract

This study examines the influence of online influencer marketing on suggestion impulse buying while considering the mediating effect of trust. The study takes place in the context of the digital era, where Influencer Marketing has become a dominant marketing strategy. The research used an online survey method, distributed to respondents using Google Form. The technique of purposive sampling is used to choose the samples. The data will be analyzed using SmartPLS software and test the relationships between the variables under investigation. The results of this study should deepen our understanding of how Online Influencer Marketing affects Suggestion Impulsive Behavior while taking the mediating effect of Trust.