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All Journal Jurnal Penyuluhan JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI JAM Jurnal Sosial Ekonomi Pertanian JDM (Jurnal Dinamika Manajemen) 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) JPBIO (Jurnal Pendidikan Biologi) AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming Viva Medika: Jurnal Kesehatan, Kebidanan dan Keperawatan JPMI (Jurnal Pembelajaran Matematika Inovatif) International Journal of Economics, Business and Accounting Research (IJEBAR) Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Jurnal Investasi Budimas : Jurnal Pengabdian Masyarakat DEDIKASI PKM Journal of Lifelong Learning (JOLL) Jurnal Ekonomi Efektif Devotion: Journal of Research and Community Service Kirana: Jurnal Komunikasi dan Penyuluhan Pertanian Jurnal Agristan Jurnal IPTEK Bagi Masyarakat Jurnal Penyuluhan Pertanian Empowerment Society AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment) Muria Jurnal Layanan Masyarakat JURNAL PENDIDIKAN INDONESIA: Teori, Penelitian, dan Inovasi Nautical: Jurnal Ilmiah Multidisiplin Indonesia 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 El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen Jurnal Ilmu-Ilmu Pertanian Pi Radian Journal J-CEKI
Siti Nurlaela
Jurusan Fisika, Fakultas Sains dan Teknologi, Universitas Islam Negeri Sunan Gunung Djati, Bandung, INDONESIA
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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 Adisti, Lintang Shafa Aissyiah, Putri Mafazh Akmal, Maizatul Alfatah, Zafar Shidiq Amperawati, Endang Dwi Ananti Yekti Anik Yuliani Anita Wijayanti Arief Darmawan, Figo Arum Ardianingsih Astriani, Devi Aulya, Nailul Rahmi Avrinia Wulansari, Tutik Azami, Yasmin Siti Sara Bambang Pujiasmanto Baskara, Ika BUDITIAWAN, KRISTIAN Candra Dewi Celviana Winidyaningrum, Celviana Chandra Novtiar Choirul Anwar Pratama, Nova DAMAYANTI, DIAN Damayanti, Era Rizqi Daniar Setyo Rini Darmawan, Figo Arief Dewi, Kadek Vicky Cintya Dewi, Riana R Dewi, Riana Rachmawati Djuminah Djuminah, Djuminah Dwi, Endah Dyaksa, Gde Abhichanika Pranata Edi Kurniadi Edy Supriyono Eko Binti Lestari, Eko Binti Eko Budi Santoso Endang Masitoh, Endang Eny Kustiyah, Eny Euriga, Epsi Fadhil Ahla Firdaus Fadiyah, Dea Putri Fajri, Rosa Nikmatul Febtia Devi Ananti Fitria, Ina Fitria, Nury Ainun Galvin, Gretiesia Goestjahjanti, Francisca Sestri Hakim, Fahril Haq, Sandika Cahya Harry Dwi Putra, Harry Dwi Hartoko, Sri 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 Luthfiyani, Camelia 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 Muqorobin, Muqorobin Murnisari, Yunita Natasya Rahman Navitas, Prananda Ningsih, Dewi Ayu Nur Rois, Dimas Ilham Nurhaliza Nurul Badriyah Oktavia, Amelia Ivon Padmawati, Tri Panicara, Salsadila Pinta, Sarah Rum Handayani Pradesti, Rahmadiva Pradinata, Aviad Rezqiano Pramesti, Galuh Ajeng Prananto, Adi Prasetyo, Fadil Handika Pratiwi, Anisa Wantifa Pujiasmoro, Bambang Purnomo, Rochmat Aldy Purwanti, Reni Puspitojati, Endah Putra, Afri Chandra Putri, Dyah Pramesti Irine Putri, Tiska Sahila Widodo R. Hermawan Rachmawati Dewi, Riana Rahayu, Septiana Rahmah, Mursidah Rahmatia, Utami Rahmawati, Rahmawati Ramdhania, Desti Ratna Wijayanti Daniar Paramita Raya, Alia Bihrajihant Rijal , Muvid Rikah, Rikah Rina Anindita Risdhana, Sillvy Rita Noviani, Rita Rochmatullah ., Rochmatullah Rohim, Cahya Nur Rohman, Ahmad Abdur Rr. Siti Astuti, Rr. Siti Rudianto Rudianto Rudianto, M Rudianto, M. Rukmini Rukmini Rusdi Rusdi Salaste, Ibel Samsi Samsi Saputra, Rendi Ramadani Saputro, Reppy Agung Sarah Rum Handayani Sari, Sindi Ayu Permata Sartika, Aprilia Helmi Sernovita, Lasmaria Setiawan, Usep Shahdevi Nandar Kurniawan, Shahdevi Nandar Sianturi, Renta Siddi, Purnama Siti Arifah Soenarto Soenarto Sri Mulyani Sri Murni Suhendro Suhendro Suhendro Sujono Sujono Sujono, Sujono Sukadi Sukadi Sumedi, Mokhamad Suminar, Uum Suprihati - Suyatno Suyatno Syahadah, Muhammad Ali Syarif, Adnan Tri Lestari Ubaidillah Ubaidillah Valorie Yang Cen, Ronald Veithzal Rivai Zainal Vely Kukinul Siswanto Veni, Silvia Wahyu Widarjo, Wahyu Wati, Ema Sujar Widayani, Astrid Widiarso, Budi Purwo Wijaya, Intan Putri WULANDARI, APRILIA Yuli Chomsatu Yulianti Yulianti Yuniasih, Annisa Wirrdiana Yuwita Ariessa Pravasanti, Yuwita Ariessa Zega Budiarti, Zega