Pengaruh Social Media Marketing Activities terhadap Purchase Intention Parfum Lokal melalui Perceived Value, Social Brand Engagement, dan Brand Trust

Justin Mayshandi; Sophiyanto Wuryan; Adma Sari Sitepu; Nina Afrianita

doi:10.69693/ijmst.v4i3.14107

Authors

Justin Mayshandi Universitas Esa Unggul
Sophiyanto Wuryan Universitas Esa Unggul
Adma Sari Sitepu Universitas Esa Unggul
Nina Afrianita Universitas Esa Unggul

DOI:

https://doi.org/10.69693/ijmst.v4i3.14107

Keywords:

Brand Trust, Perceived Value, Purchase Intention, Social Brand Engagement, Social Media Marketing Activities

Abstract

Perkembangan social commerce mendorong pelaku usaha memanfaatkan media sosial sebagai sarana pemasaran dan penjualan, termasuk pada produk parfum lokal yang menghadapi keterbatasan dalam pembelian daring karena konsumen tidak dapat mengevaluasi aroma secara langsung sebelum melakukan pembelian. Kondisi tersebut menjadikan strategi pemasaran melalui media sosial penting dalam membangun persepsi, keterlibatan, dan kepercayaan konsumen terhadap merek. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing Activities terhadap Purchase Intention parfum lokal melalui Perceived Value, Social Brand Engagement, dan Brand Trust. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 450 responden pengguna TikTok di wilayah Jabodetabek yang memiliki ketertarikan untuk membeli parfum lokal melalui TikTok Shop. Sampel ditentukan menggunakan teknik purposive sampling, sedangkan data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Social Media Marketing Activities berpengaruh positif dan signifikan terhadap Purchase Intention, Perceived Value, Social Brand Engagement, dan Brand Trust. Selain itu, Perceived Value, Social Brand Engagement, dan Brand Trust terbukti memediasi secara positif dan signifikan pengaruh Social Media Marketing Activities terhadap Purchase Intention. Brand Trust menunjukkan efek mediasi paling kuat, diikuti Perceived Value dan Social Brand Engagement. Temuan ini menunjukkan bahwa pemasaran media sosial dapat meningkatkan niat pembelian secara langsung maupun melalui pembentukan nilai, keterlibatan, dan kepercayaan konsumen terhadap merek parfum lokal.

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