Consequences of Social Media Marketing Activity and Trust on Local Fashion Brands in Indonesia

Abstract

This research aims to test and analyze the role of Brand Equity and Attitude Toward the Influencer as mediation of the influence of Social Media Marketing Activity and Trust on Purchase Intention in Instagram social media users. The type of research used is hypothesis testing using cross sectional with the data to be used in this research is primary data through distributing questionnaires to 211 intended analysis units. The results of this research indicate that there is a positive influence of Social Media Marketing Activity and Trust mediated by Brand Equity and Attitude Toward the Influencer on Purchase Intention