dc.description.abstract | This study is to determine the influence of social media marketing activities, brand
trust, perceived value, and purchase intention on local makeup products for female
consumers. This research is quantitative research. Model and hypothesis testing
was conducted using a sample of 235 respondents. Data was taken directly using
questionnaires with local makeup product user populations Make Over, Somethinc,
Dear Me Beauty, Wardah, and Emina. Sampling using purposive sampling
technique. Test the hypothesis using the Structural Equation Modeling (SEM)
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model processed using the SmartPLS 3.0 program. The variables in this study are
social media marketing activity, brand trust, perceived value, and purchase
intention. These variables form five hypotheses in this study. This research provides
results that social media marketing activities have a positive and significant effect
on brand trust, social media marketing activities have a positive and significant
effect on perceived value, social media marketing activities have a positive but not
significant effect on purchase intention, brand trust has a positive and significant
effect on purchase intention, and perceived value has a positive and significant
effect on purchase intent. | en_US |