ABSTRACT:- Purchase intention is the main factor in marketing success. Through interactions on social media, customer trust, and consumer brand involvement are believed to be able to predict purchase intentions. Empirical research was conducted to examine social media marketing, customer trust, and consumer brand involvement in mediating marketing on purchase intention. A total of 200 respondents were collected using an online questionnaire. The data were analyzed using the PLS SEM method. The study findings show that social media marketing has a positive and significant effect on customer trust, consumer brand engagement, and purchase intention. Brand engagement mediates the relationship between social media marketing and purchase intention. However, customer trust is not significant to purchase intention, nor does it mediate the relationship between social media marketing and purchase intention. The results of this study can help companies to determine the right marketing strategy by taking into account the factors that can predict consumer buying intentions.

Keyword: Social Media Marketing, Customer Trust, Consumer Brand Engagement, Purchase Intention