Analisis Pengaruh Social Media Marketing Activities terhadap Purchase Intention: Peran Mediasi Trust dan Perceived Value
Keywords:
Social Media Marketing Activities, Trust, Perceived Value, Purchase Intention.
Abstract
The development of digital technology has changed the way companies interact with consumers through social media. This study aims to analyze the influence of Social Media Marketing Activities (SMMA) on Purchase Intention by considering the role of Trust and Perceived Value as mediating variables. Using the Stimulus–Organism–Response (S-O-R) theoretical framework, SMMA is positioned as a stimulus that influences the condition of the consumer organism (Trust and Perceived Value) to produce a response in the form of purchase intention. The proposed hypothesis includes the positive influence of SMMA on trust and perceived value, as well as its impact on purchase intention.
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Gündüzyeli, B. (2025). The effects of integrating guerrilla marketing techniques with social media applications in digital marketing. Businesses.
Huang, M., Mohamad Saleh, M. S., & Zolkepli, I. A. (2024). The moderating effect of environmental gamification on the relationship between social media marketing and consumer-brand engagement: A case study of Ant Forest Gen Z users. Heliyon.
Madongo, C. T., Tang, Z., & Chiwaridzo, T. O. (2026). The recursive engagement economy of film success: Social media eWOM, box office sustainability, and marketing efficiency in China. Sustainable Futures.
Ngo, T. T. A., Phong, B. H., An, G. K., Dao, D. K., Nguyen, N. Y. V., Nguyen, N. Q. N., & Nguyen, T. B. N. (2025). Leveraging social media marketing activities (SMMAs) to enhance consumer satisfaction and purchase intention for bio-cosmetics. Acta Psychologica.
Ngo, T. T. A., An, G. K., Nguyen, V. M. H., Dang, N. Y., & Doan, T. T. (2026). The psychological impact of social media marketing on consumer willingness to pay for tech gadgets: A study on brand perception and decision-making. Acta Psychologica.
Osorio-Andrade, C., Rospigliosi, P. A., & Jiménez-Zarco, A. (2025). eWOM and content marketing strategies: Maximizing brand engagement among social media users in Spain. European Research on Management and Business Economics.
Serrano-Malebran, J., Vidal-Silva, C., & Veas-González, I. (2023). Social media marketing as a segmentation tool. Sustainability.
Wawrowski, B., & Otola, I. (2020). Social media marketing in creative industries: How to use social media marketing to promote computer games? Information.
Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability.
Xia, L., Xu, Y., Zhang, Y., Jiang, H., & Cui, B. (2024). Impact of airline social media marketing on purchase intention: Evidence from China using PLS-SEM. Transport Economics and Management.
McCarthy, J., Rowley, J., & Keegan, B. J. (2022). Social media marketing strategy in English football clubs. Soccer & Society.
Ayokunmi, L. A., Abu Seman, N. A., Rashid, U. K., & Mohamad, A. (2025). The role of social media marketing as an ICT tool in improving supply chain sustainability of SMEs: A systematic literature review. Procedia Computer Science.
Santoso, R. K., Dewi, N. F., Setiawati, R., & Hakim, A. F. (2022). Comparison of social media marketing of ice cream brands in Indonesia. Proceedings of the 5th International Conference on Vocational Education Applied Science and Technology.
Gastmann, J., & Bastos, M. (2025). Strategising with generative AI: Productivity gains in social media marketing. Journal of Marketing Communications
Published
2026-04-30
Section
Articles
