Analysis of the Influence of Social Media Marketing on the Purchase Decisions of Consumers Using Structural Equation Modelling (SEM)

Indonesia can utilize the rapid technological revolution as the country with the fourth largest internet users in the world. Indonesians spend an average of three hours and fourteen minutes accessing social media. This study aims to analyze how both Belief and Attitude affect Purchase Intention. As well as how marketing aspects such as appeal, interactivity, coverage, accessibility, and currency as indicators of Marketing Content; and authority, accuracy, e-WoM, and reliability as indicators of Trust; can affect Purchase Intention. The research is a Confirmatory Factor Analysis, and a Covariance Based Structural Equation Modeling (CB-SEM) method will be used to analyze the collected data. The sample of this study was 310 Jabodetabek residents, ages 18–44. results of the study found that the data confirmed the model and concluded that social media marketing influences consumer purchasing.