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

Abstract

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 . 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. 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.