Pengaruh Citra Merek, Pemasaran Media Sosial, dan Kepercayaan Merek terhadap Niat Pembelian

This study aims to examine the effect of brand image, social media marketing, and brand trust on the purchase intention of consumers of Camille Beauty products in Semarang City. This study employed a quantitative approach. The population consisted of all consumers of Camille Beauty products in Semarang City; however, the exact number of the population was unknown. The sample size was determined based on Roscoe's theory, resulting in 126 respondents. The sampling technique used was purposive sampling, with the criteria that respondents were residents of Semarang City and had used Camille Beauty products for at least one month. Data were collected through questionnaires and analyzed using SPSS version 22. The data analysis techniques included respondent descriptive analysis, variable descriptive analysis, validity testing, reliability testing, the F-test, the coefficient of determination (R²) test, and the t-test. The results indicate that brand image, social media marketing, and brand trust have a positive and significant effect on the purchase intention of consumers of Camille Beauty products in Semarang City.