Purchase intention an important factor for PT Reska Multi Usaha in realizing a sustainable business continuity. This study aims to analyze the increase in purchasing intention through social media marketing and electronic word of mouth with trust as a mediating variable. Type of this research is an explanatory study with a quantitative approach. The population of this study were all customers of PT Reska Multi Usaha countless, the sample used is 100 respondents with the sampling technique using incedental sampling. The method of using data using a questionnaire. The data analysis method used path analysis. The partial results of hypothesis testing found that social media marketing and electronic word of mouth had a positive and significant effect trust. Electronic word of mouth and trust have a positive and significant effect on purchasing intention. Social media marketing has no effect on purchasing intention. The results of the indirect effect found that social media marketing and electronic word of mouth had a positive and significant effect on purchasing intention through trust.

Keywords: Social media markeing, electronic word of mouth, purchase intention, purchase decision