Pengaruh Social Media Marketing Terhadap Minat Beli Konsumen Dengan Influencer Sebagai Variabel Mediasi dan Trust Sebagai Variabel Moderasi Pada Skincare Scarlett Whiteterning

Abstract

Social media marketing strategy has become one of the most effective tools in reaching consumers in the digital era. This study aims to analyze the effect of social media marketing on consumer purchase intention of Scarlett Whitening skincare products, considering the role of influencers as a mediating variable and trust as a moderating variable. Scarlett Whitening is known to utilize social media platforms such as Instagram and TikTok with the support of influencers to promote its products. Influencers have the ability to build strong relationships with audiences, which can influence consumer buying interest. In addition, consumer trust in the brand is a key factor that strengthens the relationship between social media marketing and purchase intention. This research uses quantitative methods with total sampling techniques. The data obtained were analyzed using the PLS SEM method using SmartPLS software version 3. Based on the data analysis obtained the following results: (1) Social Media Marketing affects consumer buying interest; (2) Influencers affect consumer buying interest; (3) Social media marketing affects influencers as a mediating variable; (4) Influencer influence on consumer buying interest; (5) Trust influence on consumer buying interest; (6) Trust cannot moderate social media marketing on consumer buying interest.