Pengaruh Influencer Endorsement terhadap Minat Beli Produk Glad2Glow pada Generasi Z di Kota Palembang dengan Brand Trust sebagai Variabel Mediasi

This study aims to empirically test and analyze whether Influencer Endorsement influences Purchase Intention for Glad2Glow products through Brand Trust as a mediating variabel. This study employed a quantitative approach with a non-probability sampling technique using a purposive sampling method. The sample was selected based on several predetermined criteria, with a total sample size of 80
respondents. Data analysis was performed using the SEM method using Smart-PLS software, with validity, reliability, F-square, R-squared, Model Fit, and hypothesis
testing conducted. The results of this study indicate that Influencer Endorsement has a positive and significant effect on Purchase Intention for Glad2Glow products among Generation Z in Palembang City, with Brand Trust as a mediating variabel.