The Influence of Perceived Social Media Marketing Activities on Purchase Intentions Through Brand Trust and Brand Love toward Jiniso

Abstract

Introduction: Industry fashion in Indonesia continues to develop, one of which is the emergence of Jiniso, which actively promotes its products through social media. Despite attracting attention with creative and engaging content, Jiniso faces challenges in low engagement and search trends compared to competitors and an unknown public perception of their content.

Objectives: This research aims to determine the influence of perceived social media marketing activities on purchase intentions, mediated by brand trust and brand love. To provide an understanding of social media marketing strategies for increasing customer trust, love, and purchase intentions for the Jiniso brand.

Methods: This research uses the stimulus-organism-response (SOR) theory to analyze the influences of perceived social media marketing activities (PSMMA) against purchase intentions, with mediation between brand trust and brand love. The research sample consisted of 400 followers of Jiniso’s social media accounts selected based on specific criteria. Data were analyzed using structural equation modeling-partial least square (SEM-PLS) to test direct and indirect relationships between variables.

Results: The research results show that perceived social media marketing activities indirectly influence purchase intentions through brand trust and brand love as a mediating variable. Besides that, perceived social media marketing activities have a positive and significant direct influence on brand trust. Furthermore, brand trust positively and significantly affects brand love and purchase intentions. Moreover, the results of this research also reveal that brand love has a positive and significant influence on purchase intentions.

Conclusions: The SEM-PLS analysis shows that PSMMA, including word of mouth, entertainment, interaction, trendiness, and customization, significantly impact brand trust and love for the Jiniso brand. Brand trust and brand love mediate the association between PSMMA and purchase intentions, indicating that effective campaigns can influence emotional connections and customer purchase intentions.