Pengaruh Social Media Marketing dan Brand Credibility terhadap Purchase Intention dengan Brand Trust sebagai Variabel Mediasi pada Produk Kosmetik

Ratih Dyah Ayu Prameswari; Dewi Pratiwi Indriasari

doi:10.55681/sentri.v5i8.7018

Authors

Ratih Dyah Ayu Prameswari Universitas Esa Unggul
Dewi Pratiwi Indriasari Universitas Esa Unggul

DOI:

https://doi.org/10.55681/sentri.v5i8.7018

Keywords:

Social Media Marketing, Brand Credibility, Brand Trust, Purchase Intention, Cosmetics

Abstract

The rise of social media has transformed how consumers discover and evaluate cosmetic products before making a purchase. As a cosmetic brand that actively leverages Instagram and TikTok, Barenbliss needs to develop a marketing strategy that is not only visually appealing but also capable of strengthening its credibility and consumer trust. This is crucial because cosmetic consumers tend to consider quality, safety, product claims, and other users’ experiences before developing a purchase intention. This study aims to examine the influence of social media marketing and brand credibility on purchase intention, with brand trust as a mediating variable, for Barenbliss cosmetic products. This study employs a quantitative approach using purposive sampling. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results of the study indicate that social media marketing has a significant positive effect on purchase intention (β = 0.235; p = 0.014), brand credibility on purchase intention (β = 0.210; p = 0.020), social media marketing on brand trust (β = 0.388; p = 0.002), brand credibility on brand trust (β = 0.349; p = 0.002), and brand trust on purchase intention (β = 0.476; p = 0.001). Brand trust mediates the effects of social media marketing and brand credibility on purchase intention. These findings indicate that Barenbliss consumers’ purchase intention can be enhanced through social media marketing, brand credibility, and brand trust.

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