SOCIAL MEDIA MARKETING EFFECT ON SMARTPHONE INDUSTRY TOWARDS PURCHASE INTENTION: THE MEDIATION OF BRAND TRUST, BRAND IMAGE, AND BRAND AWARENESS
This research aims to determine how much Samsung smartphone consumers' purchase intention is influenced by social media marketing, where brand trust, brand image and brand awareness are mediating variables. This research used a quantitative approach by distributing questionnaires to 212 respondents, which were distributed online via social media. Data processing in this study used SmartPLS 126.96.36.199 software using Structural Equation Modeling (SEM). Based on the results of the data analysis that has been carried out, each hypothesis in this research has a significant positive influence. It was explained that in this research, social media marketing has a significant positive effect on purchase intention, brand trust, brand image and brand awareness. Likewise, brand trust, brand image and brand awareness have a significant positive effect on purchase intention. The third mediating variable used in this research had a significant positive influence on mediating the relationship between social media marketing and purchase intention. This study allows the Samsung Company to increase their consumers' purchase intention, especially by focusing on future sales of their smartphone products more accurately and also provides insight into managing their social media marketing.
Social Media Marketing, Purchase Intention, Brand Trust, Brand Image, Brand Awareness, Smartphone Industry