Peran Social Media Marketing dalam Membentuk Purchase Intention melalui Brand Awareness dan Brand Trust

This study aims to examine the effects of Social Media Marketing on Brand Awareness, Brand Trust, and Purchase Intention, as well as the effects of Brand Awareness and Brand Trust on Purchase Intention among Generation Z TikTok users interested in purchasing Skintific facial moisturizer in Semarang City. This study is motivated by the need to understand the factors influencing consumers' purchase intention amid the increasingly competitive skincare industry and the rapid growth of social media marketing. A quantitative approach was employed, with data collected through questionnaires from 150 respondents. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.1.1.8. The findings reveal that Social Media Marketing has a positive and significant effect on Brand Awareness, Brand Trust, and Purchase Intention. In addition, Brand Trust has a positive and significant effect on Purchase Intention, whereas Brand Awareness does not have a significant effect on Purchase Intention. The study concludes that Social Media Marketing and Brand Trust are key determinants of consumers' Purchase Intention toward Skintific facial moisturizer. These findings provide practical implications for companies by emphasizing the importance of optimizing social media marketing strategies through informative, interactive, and credible content to strengthen consumer trust, which in turn can enhance consumers' intention to purchase the product.