FROM LIKES TO LOYALTY: HOW INSTAGRAM BUILDS TRUST AND BOOSTS SME SALES

Nowadays innovation has developed very rapidly, social media has become the choice of every individual in finding information and disseminating information. The use of social media is very helpful for every user in finding sources of knowledge instantly. Instagram is the most popular social media platform for GEN Z to share photos and videos, millions of social media users Instagram has a huge impact on its users. Currently, many SME business actors use Instagram to increase company productivity. Therefore, this study explains the role of Instagram social media in SME business in greater Jakarta. The variables of this research are content marketing, influencers, promotions as independent variables and customer trust as the intervening variable and purchasing decisions as the dependent variable. This research is a quantitative research using online questionnaires in collecting data. The population in this study are those who have seen promotions and or bought SME products on Instagram. The sample used was purposive sampling and the data was processed using SmartPLS 3 (Partial Least Square-Structural Equation Model). The results of this study indicate that the 5 hypotheses are accepted. Therefore, this study explains that content marketing, promotion and customer trust will improve purchasing decisions in SME businesses