The Role Of Customer Trust In Mediating The Influence Of Digital Marketing And Brand Image On Purchase Decisions
Year: 2024
Type: conference-paper
Study design: Observational Study
Abstract: The purpose of this study is to find out the role of customer trust in mediating the influence of digital marketing and brand image on purchasing decisions in consumers of Mitshubishi dealers in Bali. This study uses a questionnaire that is carried out systematically in accordance with the research objectives. The subject of this research is the wider community who are interested in buying vehicles and have heard of Mitsubishi products from Bali Province which amounted to 90 respondents. This study uses a Likert scale to measure variables in testing the validity and reliability of variables. This study uses PLS-based SEM as an analysis tool. The results of the study found that digital marketing has a negative and insignificant effect on customer purchase decisions. Brand Image has a negative and insignificant effect on customer purchase decisions. Digital Marketing has a positive and significant effect on customer trust. Brand Image has a positive and significant effect on customer trust. Customer trust has a positive and significant effect on customer purchase decisions. Customer trust is able to mediate the relationship between Digital Marketing and customer purchase decisions. Customer trust is able to mediate the relationship between Brand Image and customer purchase decisions at Mitsubishi Dealers in Bali.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4408274245