The cosmetics industry is thriving, driven by a surge in consumer interest,
especially among women. To keep pace in this competitive market, Wardah is
continuously innovating and refining their offerings to meet evolving consumer needs
and stand out from the crowd. Indonesian consumers, according to Worldpanel
Indonesia research, are more likely to switch brands than remain loyal. This indicates
a generally low level of brand loyalty in Indonesia. There is also an issue such as a
decrease in Wardah brand index from 2022 to 2024 which related to brand loyalty.
This study aims to analyze the influence of brand ambassador and social media
advertising on brand loyalty mediated by brand trust. Specifically, it aims to determine
whether the presence of a brand ambassador and social media advertising can enhance
brand loyalty with the help of brand trust as mediating variable.
The type of research used is quantitative method with descriptive and causal
analysis. This study collected data with online questionnaires distributed through
Google Form. This study used a likert scale as a rating scale with a total sample of 400
respondents. The sampling technique used is non probability sampling with a
purposive sampling method. This study utilized SPSS and Structural Equation
Modeling Partial Least Square 3.0 (SEM-PLS) as data processing technique.
The result of this study is obtained that brand ambassador and social media
advertising of Wardah has positive relationship and significantly influence brand
loyalty direct and also indirectly through brand trust. Social media advertising has the
most significance influence than brand ambassador to enhance brand loyalty
Based on the findings, it is advisable for Wardah to leverage brand
ambassadors as a communication strategy, using them to represent their products in
advertising. In addition, Wardah leverages an engaging and compelling content in
social media advertising since social media advertising to cultivate strong connections
with its. These strategies can help brands like Wardah maintain their market position
in the competitive cosmetics industry.
Keywords: Brand Ambassador, Brand Loyalty, Brand Trust, and Social Media
Advertising