Mediation of Trust Variables: The Impact of Social Media Marketing on Purchasing Decisions at the Scarlet Fitriajaya Banyuwangi Outlet

Abstract

Currently, cosmetic products to brighten the face are trending among teenagers and mothers. Demand for facial brightening products has increased significantly. This research aims to analyze and determine the impact of social media marketing on trust and purchasing decisions at the Scarlet Fitriajaya Banyuwangi Outlet. The research population was all Scarlet cosmetics users at the Scarlet Fitriajaya Banyuwangi Outlet. The number of samples was determined at 180 respondents with a minimum requirement of 10 times the number of variables studied (there are 3 types of variables). Descriptive analysis is used to describe respondents and research variables. Analysis of validity and reliability tests to test research measuring instruments. Hypothesis testing is also carried out to test the impact of independent and intervening variables on the dependent variable. The analysis results show that social media marketing has an impact on trust. Social media marketing has an impact on purchasing decisions. Trust has a positive impact on purchasing decisions.