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All Journal ABM: International Journal of Administration, Business and Management
Siti Nurhaliza
Universitas Lambung Mangkurat

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The The Influence of Social Network Emotional Marketing Dimensions on Purchase Intention through Trust among Wardah Digital Consumers Siti Nurhaliza; Siti Aliyati Albushairi
ABM: International Journal of Administration, Business and Management Vol 8 No 2 (2026): December 2025 - May 2026
Publisher : LPPM Institut Teknologi dan Sains Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31967/abm.v8i2.2109

Abstract

Although previous studies have demonstrated the importance of emotional marketing in shaping consumer responses, most studies have treated Social Network Emotional Marketing (SNEM) as a single construct, providing limited understanding of how its individual dimensions contribute to consumer trust and purchase intention. Therefore, this study aims to analyze the influence of Social Network Emotional Marketing dimensions, namely Emotional Product, Emotional Price, Emotional Communication, and Emotional Service, on Purchase Intention through Trust among digital consumers of Wardah beauty products. This study employed a quantitative approach using a survey method. Data were collected from 200 Wardah digital consumers in Indonesia selected through purposive sampling. The results indicate that Emotional Product and Emotional Communication have a positive and significant effect on Trust, while Emotional Price and Emotional Service do not significantly influence Trust. Furthermore, Emotional Service and Trust have a positive and significant effect on Purchase Intention, whereas Emotional Price does not significantly affect Purchase Intention. Among the dimensions examined, Emotional Product demonstrates the strongest influence on Trust. These findings suggest that not all dimensions of Social Network Emotional Marketing contribute equally to consumer behavior. Trust plays an important role in enhancing Purchase Intention, while emotionally engaging product value, communication, and service experiences are essential in strengthening consumer trust and encouraging purchase intention in digital marketing environments
Co-Authors Siti Aliyati Albushairi