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All Journal SEGMEN Jurnal Manajemen dan Bisnis MABIS MANAJEMEN DEWANTARA Dialektika: Jurnal Ekonomi dan Ilmu Sosial Target : Jurnal Manajemen Bisnis Amkop Management Accounting Review (AMAR) Jurnal Informatika Ekonomi Bisnis Economic: Journal Economic and Business
Lie Heng
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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THE POWER OF TRUST: ANALYZING THE INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND TRUST ON LOCAL SKINCARE PURCHASING DECISIONS Patrecia, Joice; Heng, Lie
SEGMEN: Jurnal Manajemen dan Bisnis Vol 22, No 1 (2026): SEGMEN Jurnal Manajemen dan Bisnis
Publisher : FE Program Studi Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37729/sjmb.v22i1.9238

Abstract

This study examines the effect of social media marketing on the purchase decision of local skincare products, with brand trust as a mediating variable. The increasing interest of Indonesian millennials and Gen-Z in local products is due to influencers, price, packaging, and product suitability. Data was collected from 125 students in Pontianak through questionnaires and interviews, then analyzed using AMOS.The results show that social media marketing has a significant effect on brand trust, which in turninfluences purchasing decisions. Brand trust was also found to mediate the relationship between social media marketing and purchasing decisions. These findings highlight the importance of building brand trust through social media strategies to increase consumer confidence and drive sustainable marketgrowth
Co-Authors Allen Ken Alexandro Dewi Santika Huang, Karnitasari Meiyandri, Viola Patrecia, Joice Reynard, Felix Stivenes, Stivenes