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All Journal JDM (Jurnal Dinamika Manajemen) JAM : Jurnal Aplikasi Manajemen Jurnal Ilmiah Manajemen dan Bisnis (JIMB) Jurnal Ilmiah Mahasiswa Ekonomi Manajemen Jurnal Manajemen & Keuangan Asia-Pacific Management and Business Application Jurnal Kesehatan Vokasional Indonesian Journal of Learning and Instruction JMM (Jurnal Masyarakat Mandiri) SEIKO : Journal of Management & Business Shirkah: Journal of Economics and Business Almana : Jurnal Manajemen dan Bisnis Edum Journal Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Jurnal Manajemen Jurnal Inovasi dan Teknologi Pembelajaran (JINOTEP) Kajian dan Riset Dalam Teknologi Pembelajaran International Journal Of Science, Technology & Management (IJSTM) Jurnal Abdi Masyarakat Indonesia Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Society: Jurnal Pengabdian Masyarakat PERMANA : Jurnal Perpajakan, Manajemen, dan Akuntansi Community Service Seminar and Community Engagement (COSECANT) Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS In Search (Informatic, Science, Entrepreneur, Applied Art, Research, Humanism)
Adhi Prasetio
Universitas Telkom
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Journal : Jurnal Ilmiah Mahasiswa Ekonomi Manajemen

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PENGARUH SOCIAL MEDIA MARKETING PADA BRAND IMAGE DAN BRAND TRUST TERHADAP PURCHASE INTENTION PRODUK KOSMETIK SARIAYU MARTHA TILAAR (Studi kasus pada social media Instagram) Syarfina Estiana Zahira; Adhi Prasetio
Jurnal Ilmiah Mahasiswa Ekonomi Manajemen Vol 6, No 3 (2021): Agustus
Publisher : Departemen Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jimen.v6i3.17395

Abstract

The study is aimed at finding the effects of there any influence of social media marketing in brand image and brand trust and to find out the influence of brand trust and brand image on purchase intention of cosmetic products with the Sariayu Martha Tilaar brand through Instagram social media of that brand. The method used in this research is to collect data obtained from distributing questionnaires totaling 400 respondents including the Sariayu Martha Tilaar future consumers following the instagram account or those who have previously seen the commercials uploaded by the account. In analyzing the data using SEM analysis or Structural Equation Model assisted by SMARTPLS software. From the results of hypothesis testing that researchers have done, researchers found a positive influence between the two variables (social media marketing with brand trust and brand image) and brand trust also has a positive influence on purchase intention.
Co-Authors Adevia Puji Angelina Adevia Puji Angelina Aisy, Fadhilah Rahadatul Aliffia Muchnita Azizah, Sheila Brady Rikumahu Candiwan Dudija, Nindya Dwi Fitrizal Salim Fajra Octrina Farisha Pratami Tallei Favian Muhammad Gaus Fetty Poerwita Sary Ida Ayu Putu Dewi Komala Kartika Indira Rachmawati Jurry Hatammimi Kadek Satria Yudha Pramana Maya Ariyanti Milleniartha Moslem Moslem, Milleniartha Nidya Dudija novita, endah Nur Alif, Noval Nurvita Trianasari Purnamawati, Eko Dinar Puspita Kencana Sari Ratih Hendayani Rolyana Ferinia Rudy Hermanto, Muchamad Stimson Hutagalung Syarfina Estiana Zahira Syaza Syauqina Wita Nursandi