Peran Emosional Branding Sebagai Mediator Pengaruh Social Media Marketing Terhadap Purchase Intention Skincare N’Pure Mediasi Pada Mahasiswa Feb Unisma Prodi Manajemen

Abstract

This study aims to examine the effect of social media marketing on purchase intention, the effect of social media marketing on emotional branding, the effect of emotional branding on purchase intention, and the mediating role of emotional branding in the relationship between social media marketing and purchase intention among N'PURE skincare consumers. This study employed a quantitative approach with an explanatory research design. A total of 100 respondents were selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software. The results indicate that social media marketing has a positive and significant effect on both purchase intention and emotional branding. Furthermore, emotional branding has a positive and significant effect on purchase intention and is proven to mediate the relationship between social media marketing and purchase intention. These findings suggest that effective social media marketing, supported by strong emotional branding, can enhance consumers' purchase intention toward N'PURE skincare products.

Keywords: Social Media Marketing, Emotional Branding, Purchase Intention