PENGARUH SOCIAL MEDIA MARKETING DAN VIRAL MARKETING TERHADAP PURCHASE INTENTION MELALUI CUSTOMER TRUST PRODUK ES TEH INDONESIA

Abstract

The purpose of this study was to determine the direct effect of social media marketing and viral marketing on customer trust, to determine the direct effect of social media marketing, viral marketing, and customer trust on purchase intention and the indirect effect of social media marketing and viral marketing on purchase intention through customer trust. This study used the path analysis method and data collection was carried out using a questionnaire distributed online via Google from. The questionnaire collected as many as 160 respondents with the sampling technique using the purposive sampling method. The results of the research analysis are that social media marketing has a positive effect on customer trust, viral marketing also has a positive effect on customer trust, social media marketing has a positive effect on purchase intention, while viral marketing has no effect on purchase intention, then customer trust has a positive effect on purchase intention, social media marketing influences purchase intention through customer trust, and viral marketing influences purchase intention through customer trust. It is hoped that the results of this research can provide benefits to companies in order to improve social media marketing and viral marketing so that consumer trust and purchase intentions for Indonesian Iced Tea products increase