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Pengaruh Konten Media Sosial Instagram Dealer Honda Jakarta Center dan Ulasan Pelanggan pada Google Review Terhadap Keputusan Pembelian Melalui Kepercayaan Pelanggan pada Bengkel HJC Retail

Year: 2025

Type: article

Abstract: This study aims to measure the influence of social media content and customer reviews on purchase decisions through trust as an intervening variable. The total number of respondents in this study is 108 individuals who are customers of the Honda Jakarta Center workshop, have Instagram accounts, and follow the official Instagram account of Honda Jakarta Center. Data analysis in this research was conducted using the PLS 3.0 tool. The results of the study indicate that social media content influences trust, customer reviews influence trust, social media content influences purchase decisions, customer reviews influence purchase decisions, and trust mediates the relationship between both social media content and customer reviews with purchase decisions.

Source: Al-Kharaj Jurnal Ekonomi Keuangan & Bisnis Syariah

DOI: 10.47467/alkharaj.v7i9.8415

Authors: Zuhria Nirahai, Istiharini

Institution: Parahyangan Catholic University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4413908601

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