THE EFFECT OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION MEDIATED BY CREDIBILITY

Abstract

The purpose of this study is to contribute to the literature and conceptual model regarding the effect of social media marketing on purchase intention with credibility as a mediating variable. The research sample consisted of active social media users who were followers or members of Marga Langit and interacted through Marga Langit's social media. The number of samples studied was 130. This study developed four hypotheses and showed that social media marketing has a significant effect on purchase intention. Social media marketing has a significant effect on credibility. Meanwhile, credibility does not affect purchase intention. Credibility also fails to mediate the effect of social media marketing on purchase intention. The results of this study indicate that purchase intention is a decision made by customers when obtaining information through social media, while credibility is only an additional tool when customers have already decided on their purchase intention. Therefore, social media users for promotional purposes need to pay attention to these variables.