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All Journal Formosa Journal of Applied Sciences (FJAS)
Yugita, Tesa Uci
Unknown Affiliation
Control & Systems Engineering Decision Sciences, Operations Research & Management Education Engineering Social Sciences

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The Role of Trust in Moderating the Impact of Affiliate and Social Media Marketing on Financial Service Purchase Decisions Yugita, Tesa Uci; Kasmo, Arief Bowo Prayoga
Formosa Journal of Applied Sciences Vol. 3 No. 8 (2024): August 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjas.v3i8.10726

Abstract

This study aims to evaluate the impact of affiliate marketing, social media marketing, brand image, and service quality on purchasing decisions for financial services, with trust acting as a moderating variable to enhance these purchase decisions, particularly in the context of credit fund distribution. A sample of 324 respondents from across Indonesia was analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings indicate that affiliate marketing and social media marketing both have significant positive effects on purchasing decisions for financial services. Additionally, brand image also significantly and positively influences purchasing decisions. Contrary to expectations, service quality does not show a significant positive impact on purchasing decisions. Crucially, trust is identified as a key moderating factor, particularly enhancing the relationship between brand image and purchase decisions.
Co-Authors Arief Bowo Prayoga Kasmo