Pengaruh Social Media Marketing terhadap Purchase Intention yang Dimediasi Customer Trust Produk MS Glow

Abstract

<p><em>The increasing development of beauty & personal care in Indonesia due to social distancing and work-from-home regulations during the Covid-19 pandemic. People's shopping patterns have changed from offline to online due to the Covid-19 pandemic. So this causes marketing patterns that have changed due to technological developments and are driven by the Covid-19 pandemic factor to become a problem for marketers or business people to continue to innovate and adapt. This research is quantitative research with the survey method as an instrument in data collection</em><em>. </em><em>The collection of respondent data in this study was obtained using a non-probability sampling technique of purposive sampling, with a total of 162 (one hundred and sixty-two) respondents who have never made a purchase on Ms. Glow products and are active users of Instagram social media in Indonesia. </em><em>The results showed that all the hypotheses examined in the study had a significant effect. Based on these results, it can be concluded that social media marketing can have a significant influence on buying interest mediated by consumer trust.</em></p>

The Influence of Interactivity and Ephemerality of Instagram Advertisements in Shaping Perceived Value and Behavioral Intention

“…Social media marketing can provide positive benefits for companies, one of which is creating purchase intention [29].…”

The Influence of e-WOM and Social Media Marketing on Purchase Intention Local Skincare Products in Batam City Mediated by Brand Image

“…Customers use social media to try and learn as much as they can about brands or items. The data gathered indicates that purchasing interest is significantly influenced by this characteristic since it instills trust on its own (Anggrenita & Sander, 2022). Business owners and companies utilize social media marketing to boost purchase intention and brand awareness for their products (Putra & Aristana, 2020).…”

“…(Sutariningsih & Widagda K, 2021) researched that social media marketing has a significant positive relationship with purchase intention because marketing carried out through social media with interesting content can increase consumers' purchase intention towards a product. (Anggrenita & Sander, 2022) researched that social media marketing has a significant positive relationship with purchase intention because marketing carried out well through social media is able to increase customer interest in buying a product. The interesting content used by sellers aims to attract consumers' attention and persuade them to buy the goods so that the third hypothesis is not rejected, which shows that social media marketing significantly influences consumers' intentions to make a purchase.…”

“…Businesses use social media to increase their competitive advantage and profitability. Consumers use social media to get as much information regarding local skincare products as possible, and purchasing interest increases because this information can increase consumer awareness and trust (Anggrenita & Sander, 2022). Brand awareness has great potential in encouraging consumers to buy products through brand recognition and strong advertising which has an impact on consumer memory.…”

Analisis Faktor Pendorong Nasabah Perbankan Melakukan Transaksi Digital Menggunakan Mobile Banking

“…Artinya pengaruh sosial tidak memiliki pengaruh langsung maupun tidak langsung terhadap niat menggunakan. Hal ini tidak sejalan dengan hasil penelitian (Anggrenita & Sander, 2022) yang mengatakan bahwa kondisi sosial memengaruhi kepercayaan secara signifikan. Pengujian H21, diperoleh hasil T statistik sebesar 1,984 > 1.654 artinya kepercayaan memediasi pengaruh reputasi perusahaan terhadap niat menggunakan sehingga H21 dapat diterima.…”