Pengaruh Digital Marketing, Social Media Marketing, dan Brand Image terhadap Keputusan Pembelian melalui Kepercayaan Konsumen.

Abstract

The rapid development of information and communication technology has transformed consumer purchasing behavior, particularly through digital platforms. Digital marketing, social media marketing, and brand image have become important factors influencing consumers' purchase decisions. However, previous studies have reported inconsistent findings regarding the effects of these variables on purchase decisions. Consumer trust is considered a potential mediating variable that explains this relationship. Therefore, this study aims to examine the effects of digital marketing, social media marketing, and brand image on purchase decisions through consumer trust.

This study employed a quantitative approach using an explanatory research design. Primary data were collected through questionnaires distributed to 250 respondents selected using a purposive sampling technique. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4 software.

The results indicate that digital marketing, social media marketing, and brand image have positive and significant effects on consumer trust. Furthermore, consumer trust has a positive and significant effect on purchase decisions. The mediation analysis also demonstrates that consumer trust significantly mediates the relationships between digital marketing, social media marketing, brand image, and purchase decisions.

This study concludes that improving digital marketing strategies, optimizing social media marketing activities, and strengthening brand image can enhance consumer trust, which ultimately leads to higher purchase decisions. The findings provide valuable insights for business practitioners in developing more effective marketing strategies in the digital era.