ROSALBA, Khansa Dita (2024) The Effect of Social Media Marketing Activities on Brand Trust and Purchase Intention in Creative Sector SMEs Mediated by Customer Brand Identification and Perceived Value. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research focus the various impacts of Social Media Marketing Activity (SMMA) on Brand Trust that can lead to consumer Purchase Intentions in SMEs sector creative in Banyumas regency. There are also many SMEs who use Instagram to market their products online. SMEs needs to ensure that the content is interesting, relevant and has added value for the target audience. In addition, SMEs also need to build and maintain strong trust in consumers, both old and new consumers so that they continue to trust these SMEs and products from these SMEs. This study was conducted to analyze the effect of the use of Social Media Marketing Activity (SMMA) on Brand Trust and Purchase Intention in creative sector SMEs mediated by Customer Brand Identification and Perceived Value. The creative industry is a process of creating ideas and creativity carried out by individuals and groups of people to produce works that are of value and benefit to the consumers themselves. The results of this study show that SMEs actors can explore the effectiveness of using social media as a marketing medium compared to traditional marketing. And SMEs players can know and prove that social media marketing is more profitable than traditional marketing. Through social media marketing, it is hoped that SMEs will better understand and understand the tastes of their consumers. So that followers will feel happy and satisfied because these SMEs can make products according to their wishes.

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