Increasing Purchase Intention through Brand Awareness and Brand Trust A Study on Social Media Marketing

Modern marketing is certainly different from previous marketing which is more conventional. One of the modern marketing tools itself is Social Media, where anyone who uses Social Media can see and know the promotions carried out by the company so that they can expand the range of promotions carried out by the company. Modern marketing using social media also of course makes it more effective and efficient. One of the social media that currently has many users and is also a topic of discussion is Instagram social media. At first, Instagram was only used to post photos which would then reap likes and comments. However, with the rapid development of the internet, the function of Instagram itself has also become wider. Modern marketing is present through social media to be able to attract more consumers to buy their products. The content created on Instagram aims to increase consumer awareness and trust which will later grow consumer buying intentions because consumers have received sufficient and interesting information related to products so that there is a tendency to buy. This is what can then grow purchase intentions or purchase Intentions built by social media marketing mediated by brand awareness and brand trust. Lena Ellitan "Increasing Purchase Intention through Brand Awareness and Brand Trust: A Study on Social Media Marketing" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-3 , April 2022, URL: https://www.ijtsrd.com/papers/ijtsrd49694.pdf Paper URL: https://www.ijtsrd.com/management/marketing-management/49694/increasing-purchase-intention-through-brand-awareness-and-brand-trust-a-study-on-social-media-marketing/lena-ellitan