Influence of Social Media Marketing Activities, Commitment and Trust on Purchase Intention of Vitamin C Products in Indonesia

Research Aim :. The aim of this study was to identify the influence of social media marketing activities, commitment and trust on purchase intention. Purchase Intention is an action taken by consumers before making a decision to purchase a product. Design/Methodology/approach : The data analysis method in this study used the Structural Equation Modeling (SEM) method using SmartPLS. The sample of this study was selected using the purposive sampling method with the sample criteria being consumers over 20 years old who often buy vitamin C products for themselves and their families. consisting of 27 statements distributed to 170 respondents sent via Google Form. Research finding : Some of the findings in this study are that Social Media Marketing Activities have an effect on Commitment, Trust and Purchase Intention. Commitment and Trust have an effect on Purchase Intention, Social Media Marketing Activities allow companies to establish closer relationships with consumers by conveying information quickly. Theoretical Contribution/Originality: This study is expected to provide insight to business actors that using Social media marketing activities in the digital era is an effective promotional place for companies through content about product information, so that more consumers can interact and encourage purchase intention.