PERAN BRAND TRUST MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION PRODUK KAHF PADA TIKTOK SHOP
DOI:
https://doi.org/10.24843/EJMUNUD.2025.v14.i8.p05Keywords:
brand trust; social media marketing; purchase decisionAbstract
Tujuan penelitian ini adalah untuk menganalisis bagaimana brand trust berperan sebagai mediator dalam pengaruh social media marketing terhadap keputusan konsumen untuk membeli produk Kahf dari TikTok Shop di Kota Denpasar. Survei digunakan untuk mengumpulkan data kuantitatif dari sampel 100 responden yang membeli produk Kahf dari TikTok Shop di Kota Denpasar. Analisis dilakukan menggunakan Partial Least Square Structural Equation Modeling (SEM-PLS) dengan program SmartPLS 4. Temuan menunjukkan bahwa meskipun social media marketing memiliki dampak positif dan signifikan terhadap brand trust, brand trust memiliki dampak positif dan signifikan terhadap purchase decision, dan brand trust secara signifikan memediasi pengaruh social media marketing terhadap purchase decision. Social media marketing tidak secara signifikan mempengaruhi purchase decision. Penemuan ini memperkuat model S-O-R dalam pengambilan purchase decision, yang memiliki implikasi teoretis. Implikasi praktis bagi pelaku bisnis meliputi fokus pada strategi social media marketing yang membangun brand trust, seperti kolaborasi dengan influencer terpercaya, keterbukaan informasi produk, dan konten asli.
The purpose of this study is to examine how brand trust mediates the impact of social media marketing on consumers' decisions to buy Kahf items from Denpasar City's TikTok Shop. A survey was used to gather quantitative data from a sample of 100 respondents who purchase Kahf items from the TikTok Shop in Denpasar City. Partial Least Square Structural Equation Modeling (SEM-PLS) with the SmartPLS program was used for analysis. The findings show that while social media marketing has a positive and significant impact on brand trust, brand trust has a positive and significant impact on purchase decisions, and brand trust significantly mediates the influence of social media marketing on purchase decisions. Social media marketing does not significantly affect purchase decisions. The S-O-R model of purchasing decision-making is strengthened by this discovery, which has theoretical ramifications. Practical ramifications for business players include concentrating on social media marketing tactics that foster brand trust, such partnership with reliable influencers, openness of product information, and original content.
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