Peran Brand Trust dalam Memediasi Pengaruh Digital Marketing dan Online Review terhadap Purchase Decision
Year: 2026
Type: article
Study design: Observational Study
Abstract: The use of digital media has changed consumer behavior patterns in looking for commodity references to determine transaction decisions. In the context of florist business, consumers not only consider virtual promotional materials, but also pay attention to public reviews and the level of trust in brand identity before making payments. This study aims to analyze the influence of digital marketing and online reviews on purchase decisions, with brand trust as a mediating variable in Elaine Florist customers. The research method uses a causal associative quantitative approach by collecting primary data through questionnaires to 100 respondents. Data analysis was carried out using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method with SmartPLS 4 software. The results showed that digital marketing had a positive and significant effect on brand trust (original sample = 0.402; T-statistic = 6.566; P-value = 0.000) and purchase decision (original sample = 0.415; T-statistic = 6.198; P-value = 0.000). Similarly, online reviews had a positive and significant effect on brand trust (original sample = 0.517; T-statistic = 7.844; P-value = 0.000) and purchase decision (original sample = 0.566; T-statistic = 8.398; P-value = 0.000). Furthermore, brand trust has been proven to mediate the relationship between these two variables and purchasing decisions. These findings underscore the importance of digital campaign strategy, consumer review management, and brand reputation maintenance in continuously increasing sales conversions.
Source: Jurnal Bintang Manajemen
Authors: Amanda Ridza Pratiwi, Rahadyan Tajuddien
Institution: Universitas Pamulang
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7204693693