The Influence Of Social Media Marketing And Influencer Credibility On Purchase Intention Mediated By Brand Trust In Wardah Sunscreen Products On E-Commerce

Abstract

This study aims to determine the extent of influence of social media marketing and influencer credibility on purchase intention mediated by brand trust on Wardah sunscreen products in e-commerce. This research method is a quantitative method with partial least square equation modeling (PLS-SEM) analysis techniques. The population of this study were Wardah sunscreen enthusiasts in Pandeglang with a sample of 70 people. The results showed that simultaneously, social media marketing and influencer credibility were able to explain brand trust. Furthermore, social media marketing, influencer credibility, and brand trust together were able to explain purchase intention. Partially, social media marketing had a positive and significant effect on purchase intention, while influencer credibility had no significant effect. Meanwhile, social media marketing and influencer credibility were shown to significantly influence brand trust. Furthermore, brand trust significantly influenced purchase intention. and was shown to mediate the relationship between social media marketing and influencer credibility on purchase intention. The implications of digital marketing strategies through social media are effective in increasing brand trust, which then drives consumer purchase intention. Influencer credibility contributes indirectly through the role of brand trust, not directly to purchase intention.