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All Journal JURNAL DINAMIKA MANAJEMEN DAN BISNIS
Made Tiara Diva Sarasdewi Sutama
Universitas Negeri Jakarta
Decision Sciences, Operations Research & Management

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How Social Media Marketing Activities Shape Brand Credibility and Drive Purchase Intention in Makeup Artist Services Made Tiara Diva Sarasdewi Sutama; Dewi Agustin Pratama Sari; Nofriska Krissanya
JURNAL DINAMIKA MANAJEMEN DAN BISNIS Vol. 8 No. 2 (2026): Jurnal Dinamika Manajemen dan Bisnis
Publisher : LPPM Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/jdmb.v8i2.69530

Abstract

This study examines the relationship between Social Media Marketing Activities, Brand Credibility, and Purchase Intention in the context of makeup artist services. The study is based on the Stimulus–Organism–Response (SOR) framework. In service-based industries, consumers depend on information from social media to evaluate and select service providers. A quantitative approach was employed by collecting data from 250 respondents in Jakarta through an online questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that Social Media Marketing Activities influence both Brand Credibility and Purchase Intention. Furthermore, Brand Credibility contributes to increasing Purchase Intention and plays a mediating role in the relationship between Social Media Marketing Activities and Purchase Intention. These findings highlight the importance of effective social media strategies in building credibility and encouraging consumer intention in service contexts.
Co-Authors Dewi Agustin Pratama Sari Nofriska Krissanya