Impact of Social Media Marketing and Short Video Marketing on Consumer Purchase Intention: The Mediating role of Customer Trust
Dampak Social Media Marketing dan Short Video Marketing terhadap Niat Beli Konsumen: Peran Mediasi Kepercayaan Pelanggan
DOI:
https://doi.org/10.21070/ups.741Keywords:
Social Media Marketing, Short Video Marketing, Consumer Purchase Intention, Costumer TrustAbstract
Online shopping is a trend in this era, so trust is needed to mediate consumers in presenting purchase intentions through social media marketing and short video marketing. Therefore, this situation is an opportunity for marketers to market their products. Although this marketing model is trending, consumers hesitate to use the online shopping system because of the high fraud practice. From this phenomenon, this study aims to analyze the impact of purchase intention mediated by customer trust through social media marketing and short video marketing on consumers at Indah Bordir Sidoarjo stores. This study is descriptive research using quantitive methods. The sample size in this study was determined through the Lemeshow formula because no specific data was obtained. The result of the study explains the strong positive relationship between mediating customer trust on consumer purchase intentions. Furthermore, the positive effect of social media marketing and short video marketing on customer trust.
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