Pengaruh Social Media Marketing dan Electronic Word of Mouth terhadap Purchase Intention dengan Brand Trust sebagai Variabel Mediasi: Studi pada Calon Konsumen Brand Wardah

Ni Putu Mellysa Adriani (Universitas Udayana)
I Gde Ketut Warmika (Universitas Udayana)

Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce
Vol. 5 No. 3 (2026): September : Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce

Competition in the cosmetics industry and the growing use of social media require cosmetic brands to build effective digital communication and consumer trust. This study analyzes the effect of social media marketing and electronic word of mouth on purchase intention with brand trust as a mediating variable among prospective Wardah consumers in Denpasar. A causal associative quantitative approach was applied using Stimulus-Organism-Response theory as the conceptual foundation. Data were collected through an online questionnaire from 140 respondents who lived in Denpasar, knew Wardah, had seen Wardah content or advertisements on social media, and had never purchased Wardah products. The sample was selected using purposive sampling, and the data were analyzed using SEM-PLS with SmartPLS 4.0. The results show that social media marketing, electronic word of mouth, and brand trust have positive and significant effects on purchase intention. Social media marketing and electronic word of mouth have positive and significant effects on brand trust. Brand trust partially mediates the effects of social media marketing and electronic word of mouth on purchase intention. These findings indicate that informative, interactive, and credible social media content, supported by positive online reviews, can strengthen brand trust and encourage Wardah purchase intention.