Peran Trust Memediasi Pengaruh Social Media Marketing Terhadap Purchase Intention

Luh Anggita; I K

doi:10.53697/emak.v6i3.2805

Authors

Luh Dea Natalia Anggita Universitas Udayana
I Gusti Ngurah Jaya Agung Widagda K Universitas Udayana

DOI:

https://doi.org/10.53697/emak.v6i3.2805

Keywords:

Social Media Marketing, Trust, Purchase Intention

Abstract

Media sosial menjadi strategi penting dalam pemasaran UMKM, termasuk Kencana Collection Bali. Penelitian ini bertujuan menjelaskan peran trust dalam memediasi pengaruh social media marketing terhadap purchase intention. Penelitian dilakukan dengan 100 responden menggunakan teknik analisis jalur (path analysis). Hasil menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap trust dan purchase intention. Trust juga berpengaruh signifikan terhadap purchase intention serta memediasi hubungan keduanya. Implikasi penelitian ini menekankan pentingnya membangun kepercayaan (trust) melalui konten media sosial yang informatif dan konsisten untuk mendorong niat beli (purchase intention) produk sanggul modern Kencana Collection Bali

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