The Influence of Social Media Marketing and Electronic Word of Mouth on Purchase Intention with Brand Trust Mediation in Fashion MSMEs in Denpasar City
DOI:
https://doi.org/10.61132/ijems.v3i3.1291Keywords:
Brand Trust, Electronic Word of Mouth, Fashion MSMEs, Purchase Intention, Social Media MarketingAbstract
Purchase intention affects the consumer's decision to consume a product or service. Before making a purchase intention, consumers first consider various factors that affect it. The study aims to analyze the influence of social media marketing and electronic word of mouth on purchase intention by mediating brand trust in Fashion MSMEs in Denpasar City. The population in this study is all Fashion MSME consumers in Denpasar City and a sample of 150 respondents was obtained which was determined using Hair. Data collection was carried out using questionnaires, interviews and documentation. Data analysis was carried out using Structural Equation Modeling based on Partial Least Square (SEM-PLS). The results of the analysis show that social media marketing has a positive and significant effect on purchase intention in Fashion MSMEs in Denpasar City, electronic word of mouth has a positive and significant effect on purchase intention in Fashion MSMEs in Denpasar City, brand trust has a positive and significant effect on purchase intention in Fashion MSMEs in Denpasar City, social media marketing has a positive and significant effect on brand trust in Fashion MSMEs in Denpasar City, electronic word of mouth has a positive and significant effect on brand trust in Fashion MSMEs in Denpasar City, social media marketing has a positive and significant effect on purchase intention in Fashion MSMEs in Denpasar City through brand trust mediation and electronic word of mouth has a positive and significant effect on purchase intention in Fashion MSMEs in Denpasar City through brand trust mediation.
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