Pengaruh Social Media Marketing terhadap Purchase Intention yang Dimediasi Customer Trust Produk MS Glow

The increasing development of beauty & personal care in Indonesia due to social distancing and work-from-home regulations during the Covid-19 pandemic. People's shopping patterns have changed from offline to online due to the Covid-19 pandemic. So this causes marketing patterns that have changed due to technological developments and are driven by the Covid-19 pandemic factor to become a problem for marketers or business people to continue to innovate and adapt. This research is quantitative research with the survey method as an instrument in data collection. The collection of respondent data in this study was obtained using a non-probability sampling technique of purposive sampling, with a total of 162 (one hundred and sixty-two) respondents who have never made a purchase on Ms. Glow products and are active users of Instagram social media in Indonesia. The results showed that all the hypotheses examined in the study had a significant effect. Based on these results, it can be concluded that social media marketing can have a significant influence on buying interest mediated by consumer trust.