This study investigates the impact of social media influencers and word of mouth on purchasing decisions, and brand awareness is a mediator variable in the relationship. Data were obtained from 244 respondents in Indonesia who were selected by using purposive sampling techniques. Structural Equation Modeling with AMOS 26 software was employed for data analysis. The findings revealed that word of mouth and the use of social media influencers as one of the social media marketing platforms affect purchase decisions. The indirect relationship between social media influencers through brand awareness is also very effective in increasing purchase decisions. The findings contribute to the literature by showing that the prevalence of social media influencers and word of mouth positively affect the purchasing decisions made by Indonesians regarding cosmetic items manufactured by Secondate. In addition, there is a significant effect of brand awareness on purchase decisions illustrating how consumers' impressions of a brand shape their perceptions of the confidence and security of using Secondate cosmetics.

The phenomenon of the virality of content on social media has spawned the most recent advertising strategies for businesses. Viral marketing is a marketing strategy that encourages people to spread marketing messages to others voluntarily. Meanwhile, online customer review is a forum for exchanging customer opinions when viewing reviews from other customers on a product. Trust is the main factor that determines the success of an E-commerce platform. Customer purchasing decisions are part of customer behavior, namely the study of how individuals, groups and organizations select, buy, use, and dispose of goods, services, ideas or experiences to satisfy their needs and wants. This research examined how viral marketing and online customer reviews influenced purchasing decisions with online trust as an intervening variable in Shopee e-commerce. The hypothesis built in this study was tested by using a causal design approach. The test tool used Structural Equation Modeling (SEM) with the AMOS 26 statistical tool to see the relationship between the independent and dependent variables. The data collection method used a questionnaire with 250 respondents. The results of this study indicated that viral marketing and online customers had a positive and significant effect on online trust. As for viral marketing and online customer reviews, they positively and significantly affected purchase decisions. In conclusion, online trust positively and significantly affects purchase decisions and significantly influences viral marketing and online customer reviews.

The ability of expertise from celebrity characteristics is closely related to the characteristics of consumers to decide on repurchasing activities on a brand or item on the market. This study attempted to examine consumer repurchasing actions of UHT milk products produced by Ultramilk with K-POP celebrity endorsers ITZY which became the re-attention to product attitudes and advertising between consumers and K-POP celebrities. The testing of the hypothesis instrument in this study has tested the relationship between celebrity endorsements with attitudes toward products and advertising, celebrity endorsements with product repurchase intention, attitudes toward products with repurchase intention and advertising attitudes with repurchase intention for Ultramilk products. Completion of the instrument using the Structural Equation Model (SEM) analysis technique determined by the Model Fit Test and parameter test results. This study involved 110 respondents in data questionnaires. The results showed that the K-POP ITZY Celebrity Endorsement variable did not statistically impact the repurchase activity of Ultramilk UHT dairy products, so this meant a lack of Ultramilk brand building which required the company to have expertise with the media. Advertising that focuses on uniqueness and credibility is the key to finishing celebrity media in built advertisements. At the end of the study, it can provide a hope to examine indicators of cultural diversity in K-POP celebrity media advertising as a variable of fans and branding by K-POP celebrities in the future.

Today, internet and technology have become an inseparable part of daily life. People who are afraid to be left behind from the experiences and products offered by e-commerce seem to suffer FOMO. Besides, the influences from the contents provided by e-commerce tend to make consumers afraid to be left behind from the information or the products offered causing impulsive actions. Therefore, this research aimed to discover the effects of social media content on impulse buying tendencies mediated by FOMO and to see the effects of social media content on online impulse buying through intervening impulse buying tendencies. This study is novel because it involves e-commerce companies providing information and practicality to consumers and also includes the factor of centennials generations who are familiar with the technology. The data collection method employed an online questionnaire with a purposive sampling technique consisting of 202 people as the respondent. This study used Structural Equation Modelling (SEM) with the aid of AMOS 26 software, which showed that SMC positively and significantly could make individuals felt FOMO which led to impulsive online buying.