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    Brand Trust Capacity in Mediating Social Media Marketing Activities and Purchase Intention: A Case of A Local Brand That Go-Global During Pandemic

    Brand Trust Capacity in Mediating Social Media Marketing Activities and Purchase Intention: A Case of A Local Brand That Go-Global During Pandemic by Jenial Yusuf Ramadhani, Arum Prasasti

    Published 2023-01-01
    “…This study uses a quantitative method on 200 respondents through an online questionnaire that is distributed to the Instagram followers of one of the go-global brands that showcase their product in New York Fashion Week in 2021. The results of this study indicate that social media marketing activities and brand trust have a significant effect on purchase intention. …”
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