Pengaruh Konten Instagram, Interaksi Online, dan Brand Image Terhadap Keputusan Menggunakan Jasa Makeup Artist Dengan Kepercayaan Konsumen Sebagai Variabel Mediasi (Studi Pada Makeup_Bylala di Malang)

Abstract

Abstract

The rapid development of digital technology has encouraged businesses to utilize social media as a marketing communication tool. Instagram has become one of the most effective platforms for promoting beauty services due to its visual-oriented features and interactive communication capabilities. This study aims to analyze the effect of Instagram content, online interaction, and brand image on the decision to use makeup artist services with consumer trust as a mediating variable. This research employed a quantitative approach using Partial Least Square-Structural Equation Modeling (PLS-SEM). The population consisted of 200 consumers of Makeup_Bylala, while 100 respondents were selected through purposive sampling. Data were collected through questionnaires and analyzed using SmartPLS 4.1.1.7. The findings indicate that brand image has a positive and significant effect on consumer trust and service usage decisions. Online interaction significantly influences consumer trust but does not directly affect service usage decisions. Consumer trust significantly influences service usage decisions and mediates the relationship between online interaction and service usage decisions. However, consumer trust does not mediate the effect of Instagram content and brand image on service usage decisions. These findings highlight the importance of strengthening brand image and maintaining effective online interactions to increase consumer trust and encourage service usage decisions.

Keywords: Instagram Content, Online Interaction, Brand Image, Consumer Trust, Service Usage Decision