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media is an important step for Tadika Santalia especially during the Covid-19 pandemics as parents must choose another way
in filtering the best preschool for their children. Therefore, this study aims to examine the factors that could increase the
purchase intention of a preschool service. Using the survey findings, the study implemented and measured the effectiveness
of social media marketing efforts that could increase the purchase intention of Tadika Santalia.

2.0 LITERATURE REVIEW
2.1 PURCHASE INTENTION
According to Mirabi et al. (2015), purchase intention refers to the customers’ willingness and desire in deciding to buy a
product. Purchase intention is the consumers’ behavior and their attention towards a specific product and their willingness to
purchase it (Schmalfuß et al., 2017). Similarly, Gautam and Sharma (2017) stated that purchase intention is the probability of
purchases made by a person in the near future. Purchase intention is closely related to the consumers’ interest to act on a
product or brand (Garg and Joshi, 2018). Hence, purchase intention is related to a person’s motive and the probability of
purchasing a product (Liu et al., 2019).
According to Lee and Phang (2015), many businesses are promoting their products and services through social media.
Social media is the online tools, platforms and media that enable communication and content sharing between people (Erkan
and Evans, 2016). Hence, social media can mediate consumers’ purchase intentions (Huang, 2016; Zhang et al., 2018; Sun
and Wang, 2019). The research of Naeem (2019) proved that social media helps to promote service awareness, responsiveness,
assurance, reliability and hence increase the purchase intention of customers. Besides, Irshad and Ahmad (2020) found that
retailers need to maintain their social media communication with their consumers to increase their purchase intention. Pütter
(2017) found that the increasing usage of social media worldwide is supporting a better consumer-brand engagement. This
further led to the increment of brand loyalty and consumers' purchase intention.
Widyanto and Sitohang (2021) stated that attitude characterizes a person’s intention on a particular product. Many
studies have shown the positive relationship between attitude and purchase intention, in which a positive attitude towards a
brand, the purchase intention will increase (Akroush et al., 2019; Sun and Wang, 2019; Olšanová et al., 2021). Purchase
intention is usually closely affiliated to consumers’ behavior, perceptions and attitudes (Mirabi et al., 2015). Similarly, the
research of Göçer and Sevil (2017) highlighted that the more positive a consumers’ attitude toward a product or service, the
stronger their intention to buy it. Sun and Wang (2019) confirmed that information available on social media enables consumers
to have a positive attitude toward the brand and hence leads to an increase in purchase intention.
Rana and Paul (2017) defined perceived value as one of the attributes in consumers’ attitude which influences their
purchase intention. According to Watanabe et al. (2020), perceived value is influencing consumers’ purchase intention.
Consumers tend to have a greater purchase intention when they have a stronger perceived value toward a brand. Besides,
consumers’ trust is an important criterion that influences purchase intention (Chong et al., 2018). This means that trust
improves the emotional bonding between consumers and sellers. With a higher trust level, consumers are having a better
purchase intention. Amin and Tarun (2020) stated that customers’ purchase intention is restricted if they have limited trust and
belief in the brand. Studies including Watanabe et al. (2020) and Moslehpour et al. (2021) found that enhancing both
consumer’s trust and perceived value can increase consumers’ purchase intention.
As highlighted by Soh et al. (2017), there is a direct relationship between consumer purchase intention and behavior,
with a higher purchase intention, there is a greater probability of the purchase behavior. This positive relationship between
purchase intention and purchase behavior is supported by Garg and Joshi (2018) and Singh and Verma (2017). According to
Chen et al. (2021), purchase intention brings positive and significant effect towards the consumers’ actual purchase behavior.
Hence, it has been proved that purchase intention is able to mediate the consumers’ purchase behavior.
This study aims to investigate the relationship between the presence of entertaining and interacting social media
content and the consumers’ attitude of trust and perceived value. Besides, this study also explores how trust and perceived
value influence the consumers’ purchase intention. It is believed that by adopting effective social media marketing, Tadika
Santalia can increase their consumers’ purchase intention.

2.2 TRUST
According to Chong et al. (2018), trust is defined as the faith of consumers that the seller will react according to their
expectations. Trust is closely related to an individual, team or organization’s willingness to depend on others when they came
across with opportunities and risks (Graebner et al., 2017). Trust can be further divided into two parts which are cognitive trust
and affective trust (Nyffenegger et al., 2015). Cognitive trust is developed through the perceived value of a particular product
or service while affective trust is an emotional component in a relationship that is beyond the cognitive knowledge of one
another.
Sun and Zhao (2019) found that trust is environmentally sensitive which will differ from time to time. Zheng et al.
(2017) stated that trust is crucial for the consumers to counter uncertain situations, encourage future purchase intention and
enable the development of successful long-term relationships. Trust plays an important role in determining the quality of
human relationships (Cao et al., 2018). Marketers focused on developing trust to build a solid and profitable relationship with
consumers (Kumar et al., 2020).

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