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The Effect of Social Media Marketing on Purchase Intention Through Brand Image and Brand Trust as Mediating Variables in Local Bandung Clothing

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Social media marketing significantly boosts brand image and trust levels, leading to increased purchase intentions.
Brand trust influences purchase intention most, with a beta coefficient of 0.425, followed by brand image's 0.146.
Structural equation modeling analysis on 247 Instagram followers supports that social media marketing directly impacts purchase intention.
The model accounts for 54.5% variance in purchase intention, highlighting the need for strategic social media marketing.

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Quantitative analysis reveals social media marketing enhances brand image and trust, boosting purchase intentions.

Mulyadi et al. (2025) studied this question.

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