HOW SOCIAL MEDIA MARKETING ACTIVITIES DRIVE REPURCHASE INTENTION: THE ROLE OF BRAND TRUST AND BRAND ATTACHMENT

Sherli Afifatul Ayiyah (Universitas Islam Nahdlatul Ulama Jepara)
Mohamad Rifqy Roosdhani (Universitas Islam Nahdlatul Ulama Jepara)

MANAJEMEN DEWANTARA
Vol 10 No 2 (2026): MANAJEMEN DEWANTARA

Objectives: To examine the effect of social media marketing activities on repurchase intention through brand trust and brand attachment among Indonesian Generation Z Skintific consumers. Methods: Quantitative research involving 210 respondents selected through purposive sampling, analyzed using PLS-SEM with SmartPLS 4. Research Gap/Novelty: Integrates brand trust and brand attachment as mediating mechanisms linking social media marketing to repurchase intention. Results: Social media marketing positively and significantly influenced brand trust, brand attachment, and repurchase intention. Both mediators significantly enhanced repurchase intention. Conclusion: Effective social media marketing strengthens consumer relationships and encourages repeat purchases.