The Influence of Social Media Marketing and Influencer Endorsement Through Brand Image and Trust, and Their Impact on the Purchase Intention of the MS Glow Brand Through the Tiktok Application

Abstract

Purpose: The aim of this research is to determine the extent of the influence of social media marketing and influencer endorsement, mediated by trust and brand image, on purchase intention for MS Glow products on the TikTok social media platform. Theoretical framework: This research is based on a framework comprising various variables include social media marketing and influencers as independent variables, trust and brand image as mediating variables, and purchase intention as the dependent variable. These variables are interconnected and have both direct and indirect effects on each other within the context of investigating the Indonesian beauty brand MS Glow. Design/methodology/approach: This study employs a quantitative research methodology by distributing questionnaires to 251 female respondents who have watched online reviews of MS Glow products through the TikTok application. The collected data were subsequently analyzed using SmartPLS and examined using the SEM-PLS technique. Findings: The research results indicate that social media marketing has a direct and mediated influence through brand image on purchase intention, but trust does not mediate this relationship. On the other hand, influencer endorsement does not have a direct impact, and trust does not mediate its relationship with purchase intention. Research, Practical & Social implications: The research findings highlight the direct and mediated effects of social media marketing and influencer endorsement on purchase intention through brand image and trust. The results emphasize the need for marketers to maximize TikTok's potential as an effective marketing tool and consider various aspects when choosing suitable influencer endorsements that align with their company's identity. Originality/value: This research offers unique insights by examining the intricate relationships between social media marketing, influencer endorsement, brand image, trust, and purchase intention within the context of MS Glow on TikTok. It provides practical value to marketers, helping them navigate digital marketing dynamics and optimize TikTok's potential as an effective marketing platform.