The Influence of Brand Image and Influencer’s Credibility on Buying Decisions with Brand Trust as an Intervening Variable A Study on David GadgetIn's Youtube Subscribers

Abstract

Purpose: Currently, smartphones are one of the most widely used technologies in the country, including in Indonesia itself, making smartphones a necessity and a must-have priority.
 Design/methodology/approach: This study aims to find out how brand image and influencer’s credibility influence the consumers’ purchasing decisions with brand trust as an intervening variable on YouTube subscribers David Gadgetin, a Xiaomi smartphone user in Garut West Java, Indonesia. The method in this study used a descriptive method using a quantitative approach. The data collection technique in this study used a questionnaire as the primary data which was distributed to 100 respondents using a purposive sampling method. Data analysis technique utilized PLS–SEM.
 Findings: The results of this study indicate that brand image has a positive effect on brand trust. Influencer’s credibility has a positive effect on brand trust. Brand image has a positive effect on purchasing decisions. Influencer’s credibility has a positive effect on purchasing decisions. Brand trust has a positive effect on purchasing decisions. Brand image has a positive effect on purchasing decisions with brand trust as an intervening variable and influencer’s credibility does not affect purchasing decisions with brand trust as an intervening variable.