ABSTRACT: This study is a causal investigation into the impact of social media marketing and corporate reputation on purchase intention, as mediated by trust, in the period of the Covid-19 pandemic in Bandung, Indonesia. Deductive reasoning is used in this study as a basis for formulating hypotheses based on general theories. The four variables were measured by involving several statements on the questionnaire using a Likert scale which was included in the interval category. Data were collected using a questionnaire that was distributed to those who met the criteria as research respondents based on the purposive sampling technique with a sample of 260 respondents. Furthermore, the data is processed and analyzed using the validity test, reliability test, multiple regression test, and Sobel test as the basis for hypothesis testing. This research is expected to contribute to the business owner in the fashion sector, especially those belonging to MSMEs. The findings of this study can be used to better understand the characteristics of online customers in the fashion industry and to develop future marketing strategies to increase sales turnover during the Covid-19 pandemic, which many business owners in the fashion industry have complained about seeing a significant drop in sales during the pandemic.

KEYWORDS –Corporate Reputation, Covid-19, Purchase Intention, Social Media Marketing, Trust