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All Journal Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF)
Milenius, William
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Economics, Econometrics & Finance

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DIGITAL MARKETING’S EFFECT ON MILLENNIAL BUYING BEHAVIOR: A STUDY OF TRUST IN LOCAL SNEAKER BRANDS Genoveva, Genoveva; Milenius, William
Proceeding of the International Conference on Family Business and Entrepreneurship 2024: PROCEEDING OF 8TH INTERNATIONAL CONFERENCE ON FAMILY BUSINESS AND ENTREPRENEURSHIP
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/icfbe.v0i0.5678

Abstract

Despite being the fourth-largest shoe exporter in the world, Indonesia faces a uniquechallenge: a lack of domestic consumer trust in local products. This study explores therole of social media as a promotional tool in fostering customer trust, which in turninfluences purchasing decisions. The objective of this research is to examine the impactof social media, influencers, and content on customer trust and purchasing decisionsregarding local sneakers. A quantitative research approach was employed, interpretingand describing the data within the current context. Data were collected via a questionnairedistributed to 287 respondents, and the responses were analyzed using SMART PLS. Thefindings indicate that social media, influencers, and content positively influence customertrust and purchasing decisions. Customer trust significantly mediates the relationshipbetween content and influencers on purchasing decisions; however, it does notsignificantly mediate the relationship between social media and purchasing decisionsKeywords: Social Media, Influencer, Conten, Customer Trust, Purchase Decision.
Co-Authors Genoveva, Genoveva