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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Helmi Noor Nugroho
Universitas Dian Nuswantoro
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Optimize Trust to Increase Purchase Intention in Smartphone Samsung Helmi Noor Nugroho; Diana Aqmala; Yohan Wismantoro; Handy Nur Cahya
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 9 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i9.12997

Abstract

The rapid development of communication technology in the digital era has led to a high public dependence on smartphones. However, Top Brand Index data shows that Samsung's market share in Indonesia decreased by 5% from 2024 to 2026. This study aims to analyze the optimization of trust to increase purchase intention for Samsung smartphones in Central Java Province by examining the direct and indirect effects of customer satisfaction on purchase intention through brand trust and customer trust. This quantitative study utilized a purposive sampling method to collect data via digital questionnaires (Google Form). The respondents consisted of 150 consumers in Central Java who were aged 18 years or older and interested in buying a Samsung smartphone. Data analysis was conducted using Partial Least Squares-Based Structural Equation Modeling (PLS-SEM) through outer and inner model evaluations.
Co-Authors Diana Aqmala Handy Nur Cahya Yohan Wismantoro