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All Journal AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Jurnal Pengabdian Masyarakat
Abdullah Zailani
Universitas Tunas Pembangunan (UTP Surakarta)
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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The Influence of Digital Marketing and Social Media Engagement on Purchase Intention Through Brand Trust Among MSME Consumers Abdullah Zailani
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 3 No. 6 (2026): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v3i6.2654

Abstract

The rapid advancement of digital technology has significantly transformed the marketing landscape, particularly for Micro, Small, and Medium Enterprises (MSMEs). Digital marketing and social media engagement have become essential strategic tools for businesses seeking to increase consumer awareness, strengthen brand relationships, and stimulate purchasing behavior. Despite the widespread adoption of digital marketing practices, many MSMEs continue to face challenges in converting online engagement into actual purchase intentions. Previous studies have identified brand trust as a critical factor influencing consumer purchasing decisions; however, limited empirical evidence exists regarding its mediating role in the relationship between digital marketing, social media engagement, and purchase intention within the MSME context. This study aims to analyze the influence of digital marketing and social media engagement on purchase intention through brand trust among MSME consumers. A quantitative explanatory research design was employed. Data were collected from 250 consumers who had purchased products from MSMEs through digital platforms. Structural Equation Modeling (SEM-PLS) was used to test the proposed hypotheses. The findings reveal that digital marketing significantly influences brand trust (β = 0.421, p < 0.001), social media engagement significantly affects brand trust (β = 0.387, p < 0.001), and brand trust significantly influences purchase intention (β = 0.551, p < 0.001). Furthermore, brand trust partially mediates the relationship between digital marketing and purchase intention, as well as between social media engagement and purchase intention. The model explains 71.2% of the variance in purchase intention. This study contributes to marketing literature by demonstrating the strategic importance of brand trust as a mechanism through which digital marketing activities influence consumer purchase intentions. The findings provide practical guidance for MSMEs seeking to improve marketing effectiveness in increasingly competitive digital environments.
PELATIHAN DIGITAL MARKETING DAN OPTIMALISASI MEDIA SOSIAL UNTUK MENINGKATKAN PENJUALAN UMKM DI KABUPATEN SIDOARJO Abdullah Zailani
BESIRU : Jurnal Pengabdian Masyarakat Vol. 3 No. 6 (2026): BESIRU : Jurnal Pengabdian Masyarakat, Juni 2026
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/besiru.v3i6.2655

Abstract

The development of digital technology has transformed marketing patterns from conventional to digital-based. However, many Micro, Small, and Medium Enterprises (MSMEs) are still unable to optimally utilize digital media to increase sales and expand market reach. This community service activity aims to improve the competence of MSMEs in utilizing digital marketing and social media as a means of product promotion. The activity implementation methods include initial observation, training, mentoring, digital marketing content creation practices, and evaluation of activity results. The activity participated in 30 MSMEs operating in the culinary, fashion, and handicraft sectors in Sidoarjo Regency. The material provided covered digital marketing concepts, marketing strategies through social media, techniques for creating engaging content, using business features on Instagram and Facebook, and optimizing WhatsApp Business. The activity results showed an increase in participants' understanding of digital marketing from an average pre-test score of 58.4 to 84.7 in the post-test. In addition, participants were able to create more professional business accounts, compile content calendars, and implement digital marketing strategies independently. This activity has had a positive impact on improving MSME marketing capabilities and is expected to support increased business competitiveness in the digital era.
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