The Power Of Social Media: How Trust Impacts Online Buying Decisions In The Digital Era

Satria Putra Utama; Risca Kurnia Sari; M. Tody Arsiyanto

Authors

Satria Putra Utama Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Malang, Jl. Jalan Mayjen Haryono No.193, Dinoyo, Kec. Lowokwaru, Kota Malang, Jawa Timur, Indonesia
Risca Kurnia Sari Department of Entrepreneurship, Bina Nusantara University. Jl. Araya Mansion No.8 - 22, Genitri, Tirtomoyo, Kec. Pakis, Kabupaten Malang, Jawa Timur, Indonesia https://orcid.org/0000-0001-7711-512X
M. Tody Arsiyanto Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Malang, Jl. Jalan Mayjen Haryono No.193, Dinoyo, Kec. Lowokwaru, Kota Malang, Jawa Timur, Indonesia

Keywords:

Social Media Marketing, E-trust, Intense To Buy

Abstract

This research aims to investigate the impact of social media marketing affects Purchase Intention, taking into account e-trust as a mediating factor. The data was collected from 200 participants using purposive sampling and a quantitative approach during the research. The data was analyzed using Structural Equation Modeling (SEM), which was collected through questionnaires. The SEM analysis results indicate that social media marketing (X) influences e-trust (Z) and purchase intention (Y). The impact of e-trust (Z) on purchase intention (Y) is evident, and the analysis using structural equation modeling (SEM) shows that the results suggest that the indirect influence through e-trust (Z) is more significant than the direct influence on the purchase intention variable (Y). Consequently, the e-trust (Z) variable could potentially serve as a mediator for the impact of Social Media Marketing (X) on purchase intention (Y)

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