<![CDATA[Although previous studies have demonstrated the importance of emotional marketing in shaping consumer responses, most studies have treated Social Network Emotional Marketing (SNEM) as a single construct, providing limited understanding of how its individual dimensions contribute to consumer trust and purchase intention. Therefore, this study aims to analyze the influence of Social Network Emotional Marketing dimensions, namely Emotional Product, Emotional Price, Emotional Communication, and Emotional Service, on Purchase Intention through Trust among digital consumers of Wardah beauty products. This study employed a quantitative approach using a survey method. Data were collected from 200 Wardah digital consumers in Indonesia selected through purposive sampling. The results indicate that Emotional Product and Emotional Communication have a positive and significant effect on Trust, while Emotional Price and Emotional Service do not significantly influence Trust. Furthermore, Emotional Service and Trust have a positive and significant effect on Purchase Intention, whereas Emotional Price does not significantly affect Purchase Intention. Among the dimensions examined, Emotional Product demonstrates the strongest influence on Trust. These findings suggest that not all dimensions of Social Network Emotional Marketing contribute equally to consumer behavior. Trust plays an important role in enhancing Purchase Intention, while emotionally engaging product value, communication, and service experiences are essential in strengthening consumer trust and encouraging purchase intention in digital marketing environments]]>
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