How Social Media Marketing Activities Shape Brand Credibility and Drive Purchase Intention in Makeup Artist Services

Abstract

This study examines the relationship between Social Media Marketing Activities, Brand Credibility, and Purchase Intention in the context of makeup artist services. The study is based on the Stimulus–Organism–Response (SOR) framework. In service-based industries, consumers depend on information from social media to evaluate and select service providers. A quantitative approach was employed by collecting data from 250 respondents in Jakarta through an online questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that Social Media Marketing Activities influence both Brand Credibility and Purchase Intention. Furthermore, Brand Credibility contributes to increasing Purchase Intention and plays a mediating role in the relationship between Social Media Marketing Activities and Purchase Intention. These findings highlight the importance of effective social media strategies in building credibility and encouraging consumer intention in service contexts.