Authors : Frendy Hermawan; Zulfitri

Volume/Issue : Volume 7 - 2022, Issue 1 - January

Google Scholar : http://bitly.ws/gu88

Scribd : https://bit.ly/3Bxe8Z5

DOI : https://doi.org/10.5281/zenodo.6163791

Abstract : - This research aims to examine the influence of Social Media Marketing on Purchase Intention with Brand Image and Brand Trust as the Mediation Variables on Hydraulic Excavator spare parts products in Indonesia. This research uses a causal research method. The research population is the consumers of hydraulic pump spare parts for Hydraulic Excavators in Indonesia. The samples are set using a non-probability technique, involving 178 respondents as the consumers of Hydraulic Excavator spare parts at PT. MPU. The data are ankalyzed using SEM (Structural Equation Modeling) SmartPLS version 3.0. The results show that: (1) Social Media Marketing has a positive and significant influence on Purchase Intention; (2) Social Media Marketing has a positive and significant influence on Brand Image; (3) Social Media Marketing has a positive and significant influence on Brand Trust; (4) Brand Image has a positive and significant influence on Purchase Intention; (5) Brand Trust has a positive and significant influence on Purchase Intention; (6) Brand Image mediates the relationship between Social Media Marketing and Purchase Intention, and; (7) Brand Trust mediates the relationship between Social Media Marketing and Purchase Intention.

Keywords : Social Media Marketing, Brand Image, Brand Trust, Purchase Intention.