The Effect of Social Media Marketing, Brand Image and Brand Trust on Purchase Intention: Case Study on Skintific Products
Abstract
The development of technology and the internet has created social media as an effective marketing tool. Social media
enables two-way communication, reviews, campaigns, and relevant content to interact with consumers. Data from
SimilarWeb indicates a global decline in customer value for Skintific. This study aims to test the effects of
predetermined variables and seek solutions from previous research. The research applies a quantitative method,
involving data collection through research instruments and statistical analysis to test hypotheses. Using a conclusive
model, the study explores correlations between the studied variables, referring to similar previous research. Data
were obtained through questionnaires distributed to Skintific consumers. The research findings show that, based on
predetermined statistical analysis, the influence of Social Media Marketing on Purchase Intention is significant, Brand
Image significantly affects Purchase Intention, and Brand Trust also has a significant impact on Purchase Intention
Keywords-social media marketing, brand image, brand trust, purchase intention, and Skintific.
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