BRAND AWARENESS SEBAGAI MEDIASI ANTARA SOCIAL MEDIA ADVERTISING DAN TRUST IN BRAND TERHADAP PURCHASE INTENTION (Studi Pada Produk Scarlett Pada Pengguna Media Sosial Facebook Dan Instagram)

The development of the internet and social media created a new marketing method called social media advertising. Currently, advertising on social media is a marketing strategy that must be taken care of. Based on brand awareness as a mediating variable, this study aims to analyze social media advertising, trust in brand, and purchase intention relationships. This study used quantitative methods to analyze the relationship between these variables. The sample in this study is users of social media Instagram, Facebook, or both who have seen social media advertising products of Scarlett. The method of analysis of instrument validity tests uses product moment tests, and reliability tests using cronbach's alpha. Calculations of the validity and reliability tests were performed using the SPSS software. The data analysis technique used is Structural Equation Model Partial Least Square data using Smart PLS software. Based on the analysis results, social media advertising has a significant impact on brand awareness and purchase intentions. Trust in brand has a significant effect on brand awareness, and purchase intentions. Brand awareness has a significant effect on purchase intention. Brand awareness does not play a role in mediating the relationship between social media advertising and purchase intention. Brand awareness has only been shown to mediate the relationship between trust in brand and purchase intention.