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

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


Lena Ellitan



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, pp.1170-1174, URL: https://www.ijtsrd.com/papers/ijtsrd49694.pdf

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.

purchase intention, brand awareness, brand trust, social media marketing


IJTSRD49694
Volume-6 | Issue-3, April 2022
1170-1174
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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