Social Media Marketing Impact on Brand Image, Brand Trust and Purchase Intention in E-Commerce

This research is motivated by the impact of social media marketing on the e-commerce platform Shopee on brand image and brand trust of Walini Tea products. These factors have influenced the decline in consumers purchase intention. Social media marketing via Shopee serves as a strategic effort to maintain consumer interest in Walini Tea. The study aims to analyze how social media marketing strategies can enhance brand image and brand trust, there by encouraging purchase intention in the e-commerce era. A quantitative approach was used, with data collected through questionnaires from 155 Shopee consumers of Walini Tea, using purposive non-probability sampling. Data analysis employed SEM-PLS with SmartPLS version 3. Results indicate social media marketing impact positive and significantly affects brand image and brand trust. Moreover, both brand image and brand trust significant enhance purchase intention. Influence of social media marketing on purchase intention is also mediated by brand image and brand trust. This research suggests Walini Tea should add a clickable shopping button link on Instagram stories directing consumers to Shopee. Improving brand image and exploring other variables like price and promotion are recommended. Future research is advised to examine similar companies for comparative insights