Strategi Social Media Marketing Activity dalam Mempengaruhi Keputusan Pembelian : Brand Trust sebagai faktor mediasi

Lukman Cahyadi, Dini Nadhila

Abstract


Tujuan dari penelitian ini adalah untuk memberikan wawasan baru dan menemukan pengaruh interaksi, electronic word of mouth, keputusan pembelian dan brand trust sebagai mediasi. Populasi dalam penelitian ini adalah pelanggan yang pernah mengonsumsi produk makanan cepat saji dan aktif menggunakan media sosial yang berdomisili di wilayah JABODETABEK dengan rentang usia 17-55 tahun. Penelitian ini menggunakan metode purposive sampling dengan jumlah sampel sebanyak 126 responden. Structured Equation Model - Partial Least Square (SEM PLS) digunakan untuk mengolah dan menganalisis data yang diperoleh. Hasil penelitian menjelaskan bahwa Interaksi dan Electronic word of mouth berpengaruh positif terhadap brand trust dan keputusan pembelian. Namun, brand trust tidak memediasi hubungan antara Interaksi dan eWOM terhadap keputusan pembelian. Temuan penelitian dapat digunakan oleh untuk mengoptimalkan strategi pemasaran perusahaan

Keywords


Brand Trust; Social Media Marketing, Purchase Decision

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DOI: https://doi.org/10.47007/jeko.v16i01.8554

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