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All Journal JURNAL MANAJEMEN MOTIVASI
Mutia Salsabila Mawardani
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Customer Trust in Mediating the Relationship Between Public Relations and Brand Image on Purchase Intention on TikTok Shop Among Generation Z in Central Java Mutia Salsabila Mawardani; Firdaus
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9392

Abstract

This study examines the effects of public relations and brand image on purchase intention through customer trust among Generation Z TikTok Shop users in Central Java. Using a quantitative design, data from 200 purposively selected respondents were analyzed using PLS-SEM. The results show that public relations and brand image positively and significantly affect customer trust and purchase intention. Customer trust positively affects purchase intention and partially mediates both relationships. Public relations have a stronger direct effect than brand image. These findings extend Stimulus-Organism-Response theory by highlighting trust and interactive communication as drivers of purchase intention in algorithm-driven social commerce. Keywords: Brand Image; Public Relations; Customer Trust; Purchase Intention; TikTok Shop
Co-Authors Firdaus