The Influence of Social Media Marketing Activities and Brand Image on Purchase Intention Through Brand Trust as a Mediating Variable of Amanda Brownies on X Social Media

Ade Novelia Ramadhani Putri (Trilogy University, Jakarta, Indonesia)
Budi Suryowati (Trilogy University, Jakarta, Indonesia)

Greenation Management and Business Review (GMBR)
Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)

Fierce business competition demands the optimization of digital promotions and brand image to build consumer trust and purchase intent. This study aims to analyze the influence of Social Media Marketing Activities (SMMA) and Brand Image on Purchase Intention, both directly and indirectly through Brand Trust as a mediating variable, for Amanda Brownies on social media platform X. This study is explanatory research using a quantitative approach. The population consists of all users of social media platform X, with a sample selected using purposive sampling; based on the Lemeshow formula, the sample size was determined to be 311 respondents. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results indicate that SMMA and brand image influence brand trust and purchase intention. Brand trust also influences purchase intention. The indirect effect test confirms that brand trust partially mediates the effects of SMMA and brand image on purchase intention