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All Journal Jurnal Penyuluhan JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI JAM Psikopedagogia Jurnal Ilmiah Teknik Industri Paradigma Agro Ekonomi Graduasi: Jurnal Bisnis & Ekonomi MNJ (Malang Neurology Journal) Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Jurnal Penataan Ruang Agrisocionomics: Jurnal Sosial Ekonomi Pertanian JPPI | Jurnal Penelitian Pendidikan Islam AGROMIX Jurnal Masyarakat Merdeka (JMM) JAE (Jurnal Akuntansi dan Ekonomi) AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming JPMI (Jurnal Pembelajaran Matematika Inovatif) International Journal of Economics, Business and Accounting Research (IJEBAR) Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Jurnal Investasi Journal of Lifelong Learning (JOLL) Devotion: Journal of Research and Community Service Kirana: Jurnal Komunikasi dan Penyuluhan Pertanian Jurnal Agristan Jurnal IPTEK Bagi Masyarakat Jurnal Penyuluhan Pertanian Empowerment Society JURNAL PENDIDIKAN INDONESIA: Teori, Penelitian, dan Inovasi JDEP (Jurnal Dinamika Ekonomi Pembangunan) Journal of Agribusiness Science and Rural Development Jurnal Ilmiah SOSIO AGRIBIS Agrita Tropical Plantation Journal Panthera : Jurnal Ilmiah Pendidikan Sains dan Terapan Sewagati Jurnal RAK (Riset Akuntansi Keuangan) INOVASI: Jurnal Politik dan Kebijakan Journal of Sustainable Community Development INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen Jurnal Ilmu-Ilmu Pertanian
Siti Nurlaela
Jurusan Fisika, Fakultas Sains dan Teknologi, Universitas Islam Negeri Sunan Gunung Djati, Bandung, INDONESIA
Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Medicine & Pharmacology Neuroscience Nursing Physics Public Health Social Sciences Other

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Journal : Devotion: Journal of Research and Community Service

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The Influence of Social Media Marketing on Purchase Intent: The Role of Mediation Brand Image and Brand Trust on The Brand of Sunscreen Valorie Yang Cen, Ronald; Nurlaela, Siti; Anindita, Rina; Baskara, Ika
Devotion : Journal of Research and Community Service Vol. 6 No. 9 (2025): Devotion: Journal of Community Research
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/devotion.v6i9.25523

Abstract

The growing awareness of skin care has led to the rise of many sunscreen brands, especially in tropical countries like Indonesia, making it vital to understand factors affecting consumer purchase intent through digital marketing strategies. This research analyzes the influence of social media marketing on purchase intention, directly and through the mediating roles of brand image and brand trust. Using a quantitative method, an online questionnaire was distributed to 124 active TikTok users who had seen promotions of Unitary sunscreen on the platform. Data were analyzed using Partial Least Squares – Structural Equation Modeling (PLS–SEM) with SmartPLS4 software. Results show that social media marketing via TikTok significantly strengthens brand image and brand trust in Unitary sunscreen. Creative, consistent, and lifestyle-relevant promotions help form positive perceptions and increase consumer confidence in product quality, driving purchase intent. The findings also reveal that direct calls to purchase are less effective without a strong brand image and brand trust. Therefore, digital promotion success depends on the brand’s ability to build emotional connections with consumers. This research contributes theoretically to digital marketing literature and offers practical implications for skincare industry players aiming to design more effective and targeted promotional strategies. It underscores the critical role of social media marketing in shaping consumer behavior through brand image and brand trust, especially in competitive markets like sunscreen products.
Co-Authors Ade Suryanda Adhriana, Adhriana Adi Prayoga, Adi Alfatah, Zafar Shidiq Amperawati, Endang Dwi Ananti Yekti Anik Yuliani Anita Wijayanti Aulya, Nailul Rahmi Avrinia Wulansari, Tutik Azami, Yasmin Siti Sara Bambang Pujiasmanto Baskara, Ika BUDITIAWAN, KRISTIAN Candra Dewi Celviana Winidyaningrum, Celviana Choirul Anwar Pratama, Nova Damayanti, Era Rizqi Darmawan, Figo Arief Dewi, Kadek Vicky Cintya Dewi, Riana R Dewi, Riana Rachmawati Dwi, Endah Dyaksa, Gde Abhichanika Pranata Edy Supriyono Eko Binti Lestari, Eko Binti Eko Budi Santoso Endang Masitoh, Endang Eny Kustiyah, Eny Euriga, Epsi Fadhil Ahla Firdaus Fajri, Rosa Nikmatul Febtia Devi Ananti Fitria, Ina Galvin, Gretiesia Goestjahjanti, Francisca Sestri Haq, Sandika Cahya Helmi Muzaki Hendra Titisari, Kartika Hendra Ts, Kartika Hidayat , Rohmat Hoerniasih, Nia Indah, Yuliana Irfansyah, Ilham Isna Tustiyani Iswara, Dewi JANAH, NURUL Jean Ivanka, Febrinka Joseph, Corina Ak Juliani, Indah Junaidi, Amir Kartika Hendra Titisari Khairudin Khairudin Khotidyah, Guswiarni Dwi Kurniawan, Agil Achmad Machlusil Husna, Machlusil Mahameru Rosy Rochmatullah Maharani, Eynne Zeynnora Maharani, Kandi Mardaningsih, Dewi Marinda, Vira Markhumah, Umatun Masrurroch, Lustina Rima Mastur Mastur Maulan, Erika Maya Oktavia, Maya Mayasari, Silvi Melani, Avenia Millah, Saepul Murnisari, Yunita Natasya Rahman Navitas, Prananda Ningsih, Dewi Ayu Novtiar, Chandra Nur Rois, Dimas Ilham Oktavia, Amelia Ivon Padmawati, Tri Panicara, Salsadila Pradesti, Rahmadiva Pradinata, Aviad Rezqiano Pramesti, Galuh Ajeng Prasetyo, Fadil Handika Pratiwi, Anisa Wantifa Purwanti, Reni Puspitojati, Endah Putra, Afri Chandra Putri, Dyah Pramesti Irine Putri, Tiska Sahila Widodo R. Hermawan Rachmawati Dewi, Riana Rahmatia, Utami Rahmawati, Rahmawati Ratna Wijayanti Daniar Paramita Raya, Alia Bihrajihant Rina Anindita Rita Noviani, Rita Rohman, Ahmad Abdur Rr. Siti Astuti, Rr. Siti Rudianto Rudianto Rudianto, M Salaste, Ibel Samsi Samsi Saputra, Rendi Ramadani Saputro, Reppy Agung Sarah Rum Handayani Sartika, Aprilia Helmi Setiawan, Usep Shahdevi Nandar Kurniawan, Shahdevi Nandar Siddi, Purnama Siti Arifah Soenarto Soenarto Sri Murni Suhendro Suhendro Suhendro Sujono Sujono Sujono, Sujono Sukadi Sukadi Sumedi, Mokhamad Suminar, Uum Syahadah, Muhammad Ali Syarif, Adnan Tri Lestari Ubaidillah Ubaidillah Valorie Yang Cen, Ronald Veithzal Rivai Zainal Vely Kukinul Siswanto Veni, Silvia Widayani, Astrid Wijaya, Intan Putri WULANDARI, APRILIA Yuli Chomsatu Yuniasih, Annisa Wirrdiana Zega Budiarti, Zega