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All Journal JURNAL MANAJEMEN MOTIVASI
Veronika Marosa Kabut
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Trust in Mediating the Effect of Social Media Marketing and Influencer Credibility on the Purchase Intention of Scora Tone Up Products on TikTok Veronika Marosa Kabut; Rinaldi
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9294

Abstract

This study analyzes the effect of social media marketing and influencer credibility on purchase intention, with trust as a mediating variable, for Scora Tone Up products on TikTok. A quantitative survey approach was used; data from 206 respondents selected through purposive sampling were analyzed using PLS-SEM with SmartPLS 4. The results show that social media marketing and influencer credibility each have a positive and significant effect on trust and purchase intention, and trust significantly affects purchase intention. Trust partially mediates both relationships, so companies should optimize social-media content, collaborate with credible influencers, and consistently build consumer trust. Keywords: Social Media Marketing, Influencer Credibility, Trust, Purchase Intention, TikTok, Skincare
Co-Authors Rinaldi