Pengaruh Social Media Marketing dan Perceived Value terhadap Purchase Intentions melalui Consumer Trust pada produk Skintific
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Abstract
Industri skincare Indonesia berkembang pesat seiring meningkatnya kesadaran masyarakat akan pentingnya perawatan kulit. Pertumbuhan ini didorong oleh literasi konsumen yang meningkat, inovasi produk sesuai kebutuhan kulit tropis, dan perluasan pasar lintas usia serta gender. Di era digital, media sosial menjadi kanal utama yang memengaruhi perilaku konsumen, terutama generasi milenial dan Gen Z. Social Media Marketing berperan penting melalui konten visual, promosi interaktif, eWOM, dan kolaborasi dengan inuencer. Namun, keberhasilannya dipengaruhi oleh Perceived Value dan kepercayaan konsumen terhadap merek. Keduanya berkontribusi besar terhadap keputusan pembelian, khususnya untuk produk skincare yang berkaitan langsung dengan kesehatan. Penelitian ini menganalisis pengaruh Social Media Marketing dan Perceived Value terhadap Purchase Intentions, dengan Consumer Trust sebagai mediator, menggunakan studi kasus produk Skintific. Dengan pendekatan kuantitatif dan 120 responden di Tangerang Raya, data dianalisis menggunakan SEM SmartPLS. Hasil menunjukkan bahwa Social Media Marketing dan Perceived Value berpengaruh signikan terhadap Consumer Trust, yang pada akhirnya memengaruhi niat beli. Consumer Trust juga terbukti menjadi mediator yang memperkuat pengaruh kedua variabel tersebut terhadap Purchase Intentions. Temuan ini memberikan kontribusi akademis dan praktis bagi strategi pemasaran digital, khususnya bagi brand skincare dalam membangun kepercayaan, loyalitas, dan meningkatkan konversi pembelian di pasar yang kompetitif.
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