文章基本信息

标题：Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust
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作者：Lim Sanny ; Aisha Nur Arina ; Ratu Tasha Maulidya 等
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2020
卷号：10
期号：10
页码：2139-2146
DOI：10.5267/j.msl.2020.3.023
语种：English
出版社：Growing Science
摘要：This paper investigates the impact of social media marketing on brand image and brand trust toward the purchase intention of Indonesian Male’s Skincare. The study proposes a model that shows the effect of skincare marketing strategies through social media for male millennials generations. A quantitative approach is used to collect the data to support the model using online surveys. The data samples are collected from 203 male respondents using non-probability sampling techniques with convenience sampling method. The results are analysed with PLS-SEM methodologies by Smart-PLS, considered to be applied when the research is exploratory. The research result shows that social media marketing had a significant impact on brand image and brand trust. Moreover, brand trust and brand image had significant im-pacts on purchase intention. With brand image and brand trust 56.1 percent explained the purchase intention, 53.6 percent social media marketing explained the brand image, and 65.4 percent of the social media marketing explained the brand trust as well.