The Impact of Social Media in Marketing on Brand Awareness and Customer Trust in Increasing Purchase Intention

In the current digital era, marketing has developed using technology through media to reach consumers. One prominent feature is influencer marketing, where individuals with significant social media influence promote products or services to their audiences. This strategy has become dominant because of its potential to expand brand reach and boost sales. However, there are challenges in ensuring the effectiveness of influencer marketing, particularly in delivering content with sufficient information and entertainment value. Overcoming these challenges is critical to maximizing customer purchase intent. This research explores the influence of information value, entertainment value, brand awareness, and customer trust on customer purchase intentions in influencer marketing. This research used an online survey (google form) with 398 valid respondents used for analysis PLS-SEM with SMART PLS 3.0. The indicator test results are valid and reliable with loading value for each item with a value >0.5, AVE value $\geqslant 0.50$, Cronbach’s alpha value $\geqslant 0.70$ and Composite Reliability (CR) value $\geqslant 0.7$. The findings show that these factors have a significant effect on purchase intention. In emphasizing the importance of influencers delivering educational and entertaining content to increase Brand Awareness in building customer trust, with the consistency of influencers. Overall, providing valuable insights for companies looking to optimize their influencer marketing strategy to increase brand awareness and customer trust, ultimately driving customer purchase intent.