Female The Role of Social Media Marketing, Brand Image, and Brand Trust to Purchase Decision in Customer: Focus on Solaria Restaurant in Jakarta and Kuala Lumpur
Year: 2024
Type: article
Study design: Observational Study
Abstract: This research aims to examine the influence of Social Media Marketing, Brand Image, and Brand Trust on Purchase Decisions of female customers at Solaria restaurants in Jakarta and Kuala Lumpur. A quantitative method with a causal-explanatory approach was employed in this study. The research sample consisted of 228 female consumers of Solaria restaurants selected purposively. Data were collected through questionnaires from February to March 2024. The data analysis method used in this research is Structural Equation Modeling-Partial Least Squares (SEM-PLS) using SmartPLS 3.0 software. The analysis results indicate a significant influence of Social Media Marketing, Brand Image, and Brand Trust on Purchase Decisions. The practical implications suggest that Solaria can enhance their social media presence, strengthen brand image, and build customer trust to influence purchase decisions. For future researchers, it is recommended to explore moderating variables and continue research with longitudinal and qualitative approaches to deepen the understanding of consumer behavior dynamics.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4402045049