Track: Business Analysis and Marketing

Abstract

Penetration of Internet use especially access to social media in Indonesia, continues to increase year by year. Social media is one of the media that is considered by the public to buy goods or services. No exception in the selection of investment products. Many financial service providers promote the advantages of their investment products through social media, one of the providers is Pegadaian, whose product is Gold Saving. This research aims to see the influence of social media marketing conducted by Pegadaian againts brand awareness, brand trust and purchase intention. The data on this research was obtained from respondents who were social media followers of Instagram Pegadaian as much as 400 people. All data collected has fulfilled the criteria of validity and reliability. Researchers use SEM using SmartPLS. The results obtained from this research are social media marketing have a positive and significant effect on brand awareness, brand trust and purchase intention. Beside that, it has a positive and significant effect on purchase intention through brand awareness and brand trust. This research is expected to provide more effective evaluation and marketing strategy for companies, as well as being able to complement scientific knowledge and references in the field of marketing.

Keywords

Social media marketing, Purchase intention, Brand awareness, Brand trust