Analysis of Social Media Marketing and Product Innovation in Influencing Purchase Decisions with Consumer Trust as an Intervening Variable in Glad2Glow Skincare Users (Study on College Students in Semarang City)

Tri Wahyu Setianingsih

doi:10.61536/escalate.v4i3.712

Authors

Tri Wahyu Setianingsih Sultan Agung Islamic University

DOI:

https://doi.org/10.61536/escalate.v4i3.712

Keywords:

Consumer Trust, Product Innovation, Purchase Decision, Skincare, Social Media Marketing

Abstract

The development of social media has changed the way skincare consumers search for information and make purchasing decisions, while product innovation can strengthen consumer trust amidst market competition. This study aims to analyze the influence of Social Media Marketing and Product Innovation on Purchase Decision with Consumer Trust as an intervening variable on Glad2Glow skincare users who are students in Semarang City. This study uses a quantitative explanatory approach with 115 respondents selected through purposive sampling. Data were collected using a five-level Likert scale questionnaire based on Social Media Marketing, Product Innovation, Consumer Trust, and Purchase Decision indicators. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), including evaluation of measurement models, structural models, and bootstrapping. The results showed that Social Media Marketing had a significant effect on Purchase Decision (β = 0.286; p = 0.003) and Consumer Trust (β = 0.352; p < 0.001). Consumer Trust has a significant effect on Purchase Decision (β = 0.516; p < 0.001), while Product Innovation has a significant effect on Consumer Trust (β = 0.559; p < 0.001), but does not have a direct effect on Purchase Decision (β = 0.113; p = 0.252). Product Innovation has an indirect effect on Purchase Decision through Consumer Trust (β = 0.288; p < 0.001). The study concluded that Consumer Trust plays an important role in translating product innovation into purchasing decisions

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