The Influence of Brand Ambassadors on Impulse Buying and Brand Trust As Intervening on Azarine Products Through Shopee E-Commerce

The purpose of this study is to identify the impact of brand ambassadors on impulse buying behavior through brand trust as an intermediary. The approach used in this study is a quantitative method by collecting data through the distribution of questionnaires to respondents through social media direct messages. The research was conducted on 300 female respondents who live in several regions of Indonesia, namely Lampung, Jabodetabek, West Java and Jogja and have purchased Azarine products. The sample was taken by non probability sampling using online purposive sampling method. The data collected was then analyzed using the SmartPLS 3.2.9 analysis tool using the Structural Equation Modeling (SEM)-PLS method. The findings of the study indicate a positive and significant effect of brand ambassadors on impulse buying behavior, with brand trust acting as a mediator.