The Impact of Social Media Marketing and Brand Awareness on Purchase Intention Mediated by Brand Trust

Abstract

In the era of digital transformation, the use of cosmetic products serves not only as a means of personal care and beauty enhancement but also as a form of self-expression and lifestyle. The increasingly dynamic development of the beauty industry has encouraged businesses to optimize digital marketing strategies to enhance consumer appeal and engagement. One widely adopted approach is social media marketing, which facilitates information delivery, product demonstrations, and direct interaction with audiences, thereby providing deeper consumer understanding prior to making purchasing decisions. This study aims to examine the influence of Social Media Marketing and Brand Awareness on Purchase Intention, with Brand Trust serving as a mediating variable, among consumers of product “X” in the DKI Jakarta area. The study involved 210 respondents who have social media accounts, are familiar with product “X”, and have never purchased or used the product. Data were collected through an online questionnaire using a non-probability sampling method with a purposive sampling technique. The data were analyzed using Structural Equation Modeling (SEM) with the assistance of SmartPLS version 4.1.1.6. The results indicate that Social Media Marketing and Brand Awareness have positive and significant effects on Purchase Intention, both directly and indirectly through Brand Trust as a mediating variable. Additionally, Brand Trust was found to have a positive and significant influence on Purchase Intention. These findings suggest that enhancing digital marketing strategies and brand awareness can strengthen consumer trust and effectively encourage purchase intention toward cosmetic products.