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Hery Winoto TJ
Universitas Kristen Krida Wacana
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Journal : Journal of International Conference Proceedings

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The Influence of Social Media Marketing on Purchase Decisions Mediated by Brand Equity and Brand Trust Angelica, Marcella; Winoto Tj, Hery
Journal of International Conference Proceedings Vol 7, No 5 (2024): 2024 ICPM Bali Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v7i5.3671

Abstract

This research investigates the influence of social media marketing (SMM) on purchase decisions mediated by brand equity and brand trust. In this digital era, SMM has emerged as a critical strategy for businesses to engage consumers, specifically in the competitive fashion footwear market, such as PT Buccheri Indonesia. Using a quantitative approach, data were collected from 280 respondents domiciled in Jakarta, who had interacted with Buccheri’s Instagram account. The analysis used Partial Least Squares Structural Equation Modeling (PLS-SEM) with WarpPLS software. The results reveal that: (1) SMM positively and significantly influenced brand equity, (2) SMM positively and significantly influenced brand trust, (3) SMM positively and significantly influenced purchase decision, (4) brand equity positively and significantly influenced purchase decision, (5) brand trust positively and significantly influenced purchase decision. Strengthening brand equity through brand awareness, perceived value, and brand loyalty, alongside building trust through consistent service, privacy protection, and fulfilling promises significantly impacts purchase decisions. This research highlights the role of SMM and provides actionable insights for Buccheri to optimize its SMM strategy by enhancing Instagram marketing content, reinforcing brand positioning, and converting digital interactions into tangible sales on Shopee
Co-Authors -, Magus Sitindaon ., Fushen Aini Kusniawati Amelinda, Rita Andri Martinius Andrian Andrian Angelica, Marcella Angelina Lumintang, Sheren Apriliantari, Astuti Aprillita, Dwi Ardi Kurniaputra Tamzil Ariawan, Ariawan Aryana, Permata Aurora Oktabella Andini Bambang Siswanto Bambang Siswanto Catalya Christina Cantika Devi Kristina Dwiyanti Putri, Rosana Efendi Efendi Eka Desy Purnama Eka Desy Purnama Eka Desy Purnama Ellen Priskila Erwin Paulus Ester Rita Evelyn Maurencia Felicia Melinda, Thong Ferdian Ferdian Ferryday Ferryday Fredella Colline Fushen Fushen Fushen Fushen Fushen Fushen Fushen, Fushen Guntur Novizal Handryani, Venny Hans Harischandra Tanuraharjo Hendra Hendra Hong, Joni Husain, Muhammad Najib I Gusti Bagus Mahendra Putra Ika Gunawan Indra Kertati Insani, Kristina Dian Irene Putri Jauri Irma Rasita Gloria Barus Irwan Istiqomah, Sarah Nabila Josephine, Jodie Karlina Karlina Kelvin Yonathan Laurentia Cindy Gani Wijaya Lolinia Agustina Florensia Lonatrista, Marcella Aprilia Melinda Rambing Kong Melitina Tecoalu Melitina Tecoalu Melitina Tecoalu Melitina Tecualu Muhammad Basri Only Pricilia Paulus, Erwin Permata Aryana Pieter Andre Puteri, Teresa Kwantoro Rampi, Chintya Natalia Riruma, Olfien Rizki Aprilia Sanchez, Carlos Y.T. Saparso Saparso Saparso , Saparso Saparso Saparso Saparso Saparso Saparso Saparso Shierli Wijaya Sianipar, Sandri Sigalingging, Galon Pernando Siska Sjahruddin, Herman Soegeng Wahyoedi Sonny Hadi Wijaya Sri Nani Stefanie, Nadia Cecilia Steffe Lie Steven Sukmarani, Sukmarani Surachman S.A Surachman SA Surachman Surjaatmadja Susy Susy Takim Andriono Tania Larasati Tarigan, Krisnawati Tasya Amanda Teresa Kwantoro Puteri Tria Monika Dewi Triasmani, Astuti Veronica Norman Adinda Maha Veronika Irawan Victorya, Jonathan Wahyuningtyas, Heni Widjaja, Daniel Wijaya, Arry Yani Puji Mustika Sari Yanto Kurniawan Yohana, Elesia Santa Yuwanda, Tonny