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All Journal Golden Ratio of Marketing and Applied Psychology of Business SENTRI: Jurnal Riset Ilmiah
Imfrianti Aughtiah
Universitas Muhammadiyah Karanganyar
Aerospace Engineering Humanities Computer Science & IT Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

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The Role of Online Customer Trust in Linking Content Marketing and Price Promotions to Online Purchase Intention among Shopee Consumers in Solo Raya Tyo Ara Prasetya; Imfrianti Aughtiah
Golden Ratio of Marketing and Applied Psychology of Business Vol. 7 No. 1 (2027): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v7i1.2529

Abstract

The rapid growth of e-commerce has intensified competition among digital marketplaces, prompting companies to develop effective marketing strategies to influence consumers’ online purchase intentions. This study aims to examine the effects of content marketing and price promotions on online purchase intention, with online customer trust serving as a mediating variable among Shopee consumers in the Solo Raya region. A quantitative research approach was employed through a survey of 200 Shopee users selected using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The findings indicate that price promotions have a significant effect on online purchase intention, whereas content marketing has no significant direct effect. However, both content marketing and price promotions significantly enhance online customer trust, which, in turn, has a positive effect on online purchase intention. Furthermore, online customer trust significantly mediates the relationships between content marketing and online purchase intention, as well as between price promotions and online purchase intention. These findings extend the Stimulus–Organism–Response (S-O-R) theory by demonstrating that consumer trust functions as a key psychological mechanism through which marketing stimuli influence behavioral responses. The study provides practical implications for e-commerce platforms by highlighting the importance of integrating high-quality digital content and attractive promotional strategies with trust-building initiatives to strengthen consumers’ purchase intentions.
Pengaruh Sosial Media Marketing dan Brand Experience terhadap Revisit Intention, Brand Trust, dan Brand Loyalty pada Kopi Kenangan di Soloraya Fajar Al Rahmatulloh; Imfrianti Aughtiah
SENTRI: Jurnal Riset Ilmiah Vol. 5 No. 8 (2026): SENTRI : Jurnal Riset Ilmiah, Agustus 2026
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v5i8.7135

Abstract

This study aims to analyze the effects of Social Media Marketing and Brand Experience on Revisit Intention, Brand Trust, and Brand Loyalty among Kopi Kenangan customers in Soloraya. A quantitative approach was employed using a survey method involving 200 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The results indicate that Social Media Marketing has a positive and significant effect on Revisit Intention, Brand Trust, and Brand Loyalty. Brand Experience also has a positive and significant effect on Revisit Intention, Brand Trust, and Brand Loyalty. These findings suggest that effective Social Media Marketing activities and positive Brand Experiences enhance customers' intention to revisit, strengthen Brand Trust, and foster Brand Loyalty. This study provides practical implications for Kopi Kenangan in developing digital marketing strategies and creating better Brand Experiences to build long-term relationships with customers.
Co-Authors Fajar Al Rahmatulloh Tyo Ara Prasetya