THE INFLUENCE OF SOCIAL MEDIA MARKETING ON ONLINE STORE PURCHASE INTENTION BASED ON CONSUMER TRUST

Abstract

The study is aimed to develop a model that predict repurchase intention on online store. the factors is trust and social media marketing. SEM-PLS used to analyze the data from 231 respondents. The result is that all of the hypotheses are significant which concluded that there is significant impact of social media marketing toward repurchase intention on online store through trust.

Keywords

• social media marketing
• trust
• repurchase intention