The Influence of Social Media Marketing on Purchase Intention: Trust as a Mediator for Wardah Skincare Products
Keywords:
Social Media Marketing, Trust, Purchase Intention, WardahAbstract
This study aims to analyze the effect of Social Media Marketing on Purchase Intention with Trust as a mediating variable in Wardah skincare products. A quantitative approach was employed using 122 students of the Faculty of Economics and Business, Universitas Islam Lamongan, selected through purposive sampling. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that Social Media Marketing has a positive and significant effect on both Trust and Purchase Intention. In addition, Trust significantly mediates the effect of Social Media Marketing on Purchase Intention
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