The The Effect of @Sociolla Reels on Purchase Intention of Carasun through Brand Trust Mediation
Keywords: Brand Trust, Cognitive Response Theory, Content Marketing, Instagram Reels, Purchase Intention
Abstract
The development of social media encourages companies to maximize their content marketing strategies to influence consumer behaviour. However, not all content can effectively attract attention, build trust, or stimulate purchase intention. In marketing Carasun products through Instagram Reels on @sociolla, several issues remain, including consumers' limited understanding of product information, insufficient emotional appeal after viewing the content, and the suboptimal role of brand trust in influencing purchasing decisions. These conditions indicate the need for an in-depth analysis of how content marketing works and the extent to which brand trust contributes to the process. This study aims to analyze the influence of content marketing on consumers' purchase intention and examine the mediating role of brand trust. The research employs an explanatory quantitative approach by surveying 400 respondents from Generation Z who follow the Instagram account @sociolla and have viewed its Carasun marketing reels. The data were analyzed using Structural Equation Modelling with the Partial Least Squares method. The study adopts the Cognitive Response Theory to explain how informative, engaging, and relevant content can trigger positive cognitive responses, which, in turn, build brand trust and ultimately increase purchase intention. The findings indicate that content marketing has a direct effect on both brand trust and purchase intention, and brand trust significantly mediates the relationship between the two.
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