Pengaruh Pemasaran Media Sosial Melalui Instagram Terhadap Niat Beli Konsumen Secara Daring yang Dimediasi oleh Kepercayaan Konsumen pada Produk Uniqlo

This study aims to analyze the impact of social media marketing through instagram on online consumer’s purchase intentions mediated by consumer trust in Uniqlo products. In this study using 190 respondents. The type of data used is primary data. The data collection method used is a questionnaire and processed using Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. This study concludes that: Social Media Marketing through Instagram has a positive and significant effect on Consumer Confidence in Uniqlo Products. Consumer Confidence has a positive and significant effect on Consumer Purchase Intentions Online on Uniqlo Products. Social Media Marketing Through Instagram has a positive and significant effect on Consumer Purchase Intentions Online on Uniqlo Products. Consumer Trust mediates the effect of Social Media Marketing Through Instagram on Consumer Purchase Intentions Online on Uniqlo Products