PENGARUH SOCIAL MEDIA COMMUNICATION DAN LIFESTYLE TERHADAP PURCHASE INTENTION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING PADA TOKO THRIFTKU.PNG DI PONOROGO

Thrift shopping has become increasingly popular in the current era. Young people or teenagers are
more inclined to follow fashion trends, which have rapidly developed due to the influence of social
media in marketing. This study aims to examine the influence of Social Media Communication and
Lifestyle on Purchase Intention, with Brand Trust as an intervening variable, in the context of the
Thrifku.png store. The sampling method used was Simple Random Sampling with a total of 100
respondents. Data was collected using questionnaires and analyzed using SmartPLS 4. The results
indicate that Social Media Communication does not have a positive or significant effect on Purchase
Intention. However, Social Media Communication has a significant effect on Brand Trust. Lifestyle
also has a significant effect on Brand Trust but does not significantly affect Purchase Intention.
Meanwhile, Brand Trust has a significant effect and serves as a mediating variable between Social
Media Communication and Lifestyle on Purchase Intention.