SOCIAL MEDIA MARKETING FACTORS AFFECTING CONSUMER PURCHASE INTENTION OF COSMETIC PRODUCTS IN JAKARTA, INDONESIA: THE MEDIATING ROLE OF CUSTOMER TRUST

• Main Authors: Yunita Nidiah Indah, Permata, Choo, Dennis, Ying Hoe
• Format: Article
• Language: English
• Published: INTI International University 2023
• Subjects: H Social Sciences (General); HF Commerce
• Online Access: http://eprints.intimal.edu.my/1799/1/jobss2023_11.pdf; http://eprints.intimal.edu.my/1799/; http://ipublishing.intimal.edu.my/jobss.html

Today, customer depend on social media for product and service information which indirectly lead companies to optimise their spending on it. The research aimed to bridge the gap in the difficulty in quantifying the extent to which social media marketing could affect the purchase intention and impact...