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All Journal Jurnal Kajian Ilmu Manajamen
Zurina Endra Sari
Program Studi Manajemen FEB UTM
Economics, Econometrics & Finance

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Pengaruh Social Media Marketing Activity Terhadap Keputusan Pembelian Tas Bostanten di TikTok Shop Dengan Brand Trust Sebagai Variabel Mediasi (Studi Pada Gen Z Kabupaten Nganjuk) Zurina Endra Sari; Yustina Chrismardani
Jurnal Kajian Ilmu Manajemen (JKIM) Vol 6, No 1 (2026): Maret
Publisher : Management Department of Economics and Business Of Trunojoyo Madura University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/jkim.v6i1.31197

Abstract

This study aims to determine the effect of social media marketing activity on purchasing decisions of Bostanten bags on TikTok Shop, with brand trust as a mediating variable, focusing on Generation Z in Nganjuk Regency. This research uses a quantitative approach with both primary and secondary data. Data were collected through a questionnaire distributed to 97 respondents selected using purposive sampling. The data were analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method with the help of SmartPLS 4.1 software. The results show that social media marketing activity has a significant effect on brand trust and purchasing decisions. In addition, brand trust also has a significant influence on purchasing decisions. The findings further indicate that brand trust partially mediates the effect of social media marketing activity on purchasing decisions
Co-Authors Yustina Chrismardani