Yes, brand trust mediates the relationship between celebrity endorsement and
purchase intention of Wardah products, particularly in the context of coastal cities.
Do consumer characteristics in coastal cities (e.g., cultural proximity, religiosity, and
social community) strengthen the importance of Brand Trust in the purchasing
decision process?
Replies:
Yes. Consumer characteristics in coastal cities strengthen the importance of Brand
Trust in the purchasing decision process.
Consumers in coastal cities tend to have strong cultural proximity, high religiosity,
and close social communities. These characteristics make consumers more cautious
and value trust, moral alignment, and social approval when choosing products. For
halal cosmetic brands like Wardah, trust in product safety, halal certification, and
brand integrity becomes essential before making a purchase.
Cultural closeness encourages consumers to follow trusted brands within their
community, religiosity increases sensitivity to ethical and halal values, and strong
social ties amplify word-of-mouth influence. As a result, Brand Trust plays a stronger
role in converting celebrity endorsement and brand equity into purchase intention,
making it a key factor in the decision-making process in coastal cities.
