Pengaruh Aktivitas Pemasaran Media Sosial, Kepercayaan Merek, Dan Persepsi Nilai Terhadap Niat Beli (Studi Empiris : Produk Makeup Lokal Untuk Konsumen Wanita)

Abstract

This study is to determine the influence of social media marketing activities, brand trust, perceived value, and purchase intention on local makeup products for female consumers. This research is quantitative research. Model and hypothesis testing was conducted using a sample of 235 respondents. Data was taken directly using questionnaires with local makeup product user populations Make Over, Somethinc, Dear Me Beauty, Wardah, and Emina. Sampling using purposive sampling technique. Test the hypothesis using the Structural Equation Modeling (SEM)

x model processed using the SmartPLS 3.0 program. The variables in this study are social media marketing activity, brand trust, perceived value, and purchase intention. These variables form five hypotheses in this study. This research provides results that social media marketing activities have a positive and significant effect on brand trust, social media marketing activities have a positive and significant effect on perceived value, social media marketing activities have a positive but not significant effect on purchase intention, brand trust has a positive and significant effect on purchase intention, and perceived value has a positive and significant effect on purchase intent.