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Journal : Quantitative Economics and Management Studies

The Influence of Social Media Marketing on Wardah's Product Buying Interest mediated by Customer Trust Azan Rahmat Muhammad; Teguh Widodo
Quantitative Economics and Management Studies Vol. 4 No. 4 (2023)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems1820

Abstract

The study of the use of social media in the business world is becoming an increasingly attractive theme for business people and academics because the platform has the potential to increase business success. This study aims to investigate the effect of marketing activities that utilize social media features on interest in buying cosmetic products. This influence is thought to be mediated by the level of customer trust. A structural equation model (SEM) is established to examine the causal connection between the three variables. This model consists of four hypotheses, which will be tested using a sample of 200 quantitative data. The ordinal data was obtained from Wardah respondents who were asked to take part in an online survey by selecting 5 perception scales from 19 question items. After the survey data is declared valid and reliable and meets the Goodness of Fit requirements, the hypothesis is tested using the T-test criteria. The PLS software used to carry out all of these tests informs that all hypotheses are accepted, namely that Social Media Marketing activities have a positive and significant effect on Purchase Intention, both directly and indirectly, namely through Customer Trust. This significant indirect effect means that Social Media has a positive and significant effect on Customer Trust, and Customer Trust has a positive and significant effect on Purchase Intention. In other words, Customer Trust significantly mediates the influence of Social Media on Purchase Intention.
Co-Authors Abrar, Muhammad Bintang Achmad Hidir Achmad Manshur Ali Suyanto Agus Ganda Permana Agus Setia Ningsih Agustina K, Tin Ahab, Julen Jessica Ahmad Mahmuda Aini, Fica Aida Nadhifatul Alfarobi, Muhammad Luthfi Alni Fitri Amalia, Rika Andrian Hermawan Angelica Kresnamurti Anrika, Merry Yulia Ardianto, Andi As Shalikhah, Sinta Wahidha Asep Suhendi Asep Syarip Hidayat Asmar, Alamuddin Al Asri Laksmi Riani Aulia, Nurul Quraini Aurelita, Feiza Ayu Liskinasih Ayu, Nur Azan Rahmat Muhammad Azmi Rahman Bila Wibowo, Salsa Bimo Satrio Wibowo Budi Ardianto Budi Leksono Cahyadi, I Putu Erry Chandra, David Kurnia Chintya Putri Wardani Citra Zita Hermeindita Daffa Zakaria Damayanti Siburian, Alfina Devina Jocelin Handoko Dewantara, Dino Dewi Susilawati Dewi, Liza Astriana Dewi, Widi Dian Kurnia Anggreta Diana, Nur Ayu Diva Septina Manik Domos, Erma Dwi Juniar Putri Sitorus Dwi Nita Aryani Efendi , Erfan Elizabeth Natania Ivani Emia Rehjorena br Sihite Fadlurachman, Reihan Fanny khazanah Farin Fitri Syahdila Fatchurrohman, Rois Muflich Fatmawati, Alip Fatsyahrina Fitriastuti Fauzan, Ariq Fikri Filda Fransisca Franssisca, Franssisca Gilang, Yohanes De La Cruz Guruminda, Trisna Gustiani, Eva Hafidudin . Hafizah, Nurul Heikal, Jerry Heriska, Hanny Herlanda, Nandika Rahadian Heru Dradjat Sulistyo Hesti Asriwandari Ibra Wa Ikhsan, Maimubdi Ifada, Shafa Radisya Aulia Imami, Sulfia Indriyati Hadi Sulistyaningrum Ivani, Elizabeth Natania Iwan Sahrial Hamid Jong, FX Himawan Haryanto K, Tin Agustina Kariyaningtias, Vivi Karnadi, Karnadi Kresnamurti, Angelica Kuncorojakti, Suryo Lannie Hadisoewignyo Larasati, Annisa Lisa Putri Yayanda Lucia Hendriati Lucia Hendriati Malonda, Franklin Vincentius MAYA, IRA Mayka, Febe Meridayanti, Meridayanti Merry Yulia Anrika Mochamad Syamsiro Muchammad Ajhi Romadhon Muhammad Iqbal Muhammad Mahesa Ramadhan Muhammad Royan Hidayat Muhammad, Fuad Asrofillah Muhardi, M. Mulkan Azhiman Multani, Gemilang Musafak, Moh Nanda Wulandari, Nanda Niken Paramita Nisa, Ardini Khairun Novi Erdila Novi Prihatiningrum Novita, Bernadette Dian Nst, Indra Budiman Nur Azmi Ainul Bashir Nur Wening, Nur Nurchairunisyah, Nurchairunisyah Oktaviani Meri Syaputri Perdana, Mohammad Alkadri Pradela, Yunia Prasojo Pribadi Putra, Brilliant Dwi R, Widi Dewi Rahma Yuli Suciya Redah Jeiyusman Resdati Ridho Adjie Pratama Rina Susanti Rio Samuel Risdayati, Risdayati Rizaldi, Muhammad Rizaldi, Muhammad Rizky Abet Panjaitan Robi Armilus, Robi Ruspitasari, Widi Dewi Ryan Ari Setyawan Ryan Mustafa Kamal Safitri Saifuddiin, Muhammad Rizqi Salam, M. Fathan Sari Romaida Sihite Seri Wahyuni Setijadi, Veronica Sianty Dewi Simaremare, Tohap Pandapotan Simarmata, Agnes Dewina Sinta, Sri Slamet . Soeparto Soeparwoto Dharmoputra Solikhah, Mar’atus Soni Tia Kurniawan Sony Sumaryo Sovia, Nani Sri Juniarti Suhartatik Sulih Indra Dewi, Sulih Indra Sundari, Melda Suryadi Suryadi Suryawati, Porman Ida Susanti, Ena Suseno, Bayu Susi Susanti Susmanto, Prahady Syafawani, Rufaidah Syah, Mohammad Prima Aldebaran Syam, Syahrul Syamsul Bahri Syawaludin, Rahmat Tarra, Mustika Tasya, Atiya Tiara, Beby Tin Agustina Karnawati Tjahjono, Yudy Tjay, Stephanie Tomu Yupiter Situngkir Tri Atmojo, Jose Juang Vernanda, Salsabilla Visencia, Novita Waldi Herwanda Wardiana, Irna Wijaya, Hendy Willyanto, Jennifer Rachel WINANTI, WINANTI Wulandari, Naomi Yahya Arwiya Yanuar Herlambang Yessi Kartalina Yosi Suwarni Yoskar Kadarisman Yulias, Putri Oktaviani Yunengsih, Yayu Yuniar Fitriyani Yusmar Yusuf Zallen, Adyta Zusana E. Pudyastuti