Citation:

Elsa Aulia Rahmah, Meylani Tuti. "Social Media Marketing Strategy for Building Brand Identity and Trust in Skincare Products" International Research Journal of Economics and Management Studies, Vol. 4, No. 3, pp. 176-185, 2025.

Abstract:

This study aims to analyze the influence of Social Media Marketing (SMM) on four important dimensions in branding, namely Brand Identity, Brand Awareness, Brand Experience, and Brand Trust on Skintific skincare products. Given the important role of social media in shaping consumer perceptions of brands, this study uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to consumers of creative products who were active on social media using a purposive sampling technique, namely respondents who had used the product more than twice, and 207 respondents were obtained. The data was analyzed using SEM with the help of SmartPLS. The analysis results showed that SMM had a significant positive effect on Brand Identity, Brand Awareness, and Brand Experience. However, this study also found that SMM did not have a significant effect on Brand Trust. These findings provide important insights for companies in designing marketing strategies through social media to strengthen brand identity, increase brand awareness, and create positive brand experiences. However, they do not directly affect brand trust.

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Keywords:

Social Media Marketing, Brand Identity, Brand Awareness, Brand Experience, Brand Trust.