Meningkatnya perkembangan beauty & personal care di Indonesia akibat adanya peraturan social distancing dan work from home pada masa pandemi Covid-19. Pola belanja masyarakat yang telah berubah dari offline beralih ke online akibat pandemi Covid-19. Sehingga hal ini menyebabkan pola pemasaran yang telah berubah akibat perkembangan teknologi dan didorong oleh faktor pandemi Covid-19 menjadi permasalahan bagi pemasar atau pelaku bisnis untuk terus berinovasi dan beradaptasi. Penelitian ini merupakan penelitian kuantitatif dengan metode survei sebagai instrumen dalam pengumpulan dataPengumpulan data responden dalam penelitian ini diperoleh dengan teknik non-probability sampling jenis purposive sampling, dengan jumlah responden sebanyak 162 (seratus enam puluh dua) orang yang belum pernah melakukan pembelian pada produk Ms Glow dan pengguna aktif media sosial Instagram di Indonesia. Hasil penelitian menunjukkan bahwa semua hipotesis yang diteliti pada penelitian memiliki pengaruh yang signifikan. Berdasarkan hasil tersebut, maka dapat disimpulkan bahwa pemasaran media sosial dapat memberikan pengaruh yang signifikan terhadap minat beli yang dimediasi oleh kepercayaan konsumen.

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