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All Journal JURNAL MANAJEMEN MOTIVASI Journal of Economic, Bussines and Accounting (COSTING) Jurnal Ekonomi Integra Business, Economics and Entrepreneurship Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora Jurnal Abdi Masyarakat Indonesia Journal Research of Social Science, Economics, and Management Riwayat: Educational Journal of History and Humanities JEM : Jurnal Equilibrium Manajemen
Mursalin, Adi
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Public Health Social Sciences Other

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Pengaruh Strategi Digital Marketing terhadap Keputusan Pembelian pada Coffee and Eatery di Mediasi Customer Trust di Kota Pontianak Mursalin, Adi; Ariffin, Muchammad; Rawa, Ricola Dewi
Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora Vol. 12 No. 1 (2026): Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora
Publisher : Institut Agama Islam Sultan Muhammad Syafiuddin Sambas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37567/alwatzikhoebillah.v12i1.4373

Abstract

The increasing use of social media has encouraged Coffee and Eatery businesses to rely on digital marketing strategies to influence consumer purchase decisions. However, empirical evidence regarding the mediating role of customer trust in this relationship remains inconsistent, particularly within small and medium-sized culinary enterprises outside major metropolitan areas. This study examines the effect of social media marketing on purchase decisions, with customer trust as a mediating variable, in the context of Coffee and Eatery businesses in Pontianak, Indonesia. Using a quantitative approach, data were collected from 110 consumers and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that social media marketing has a positive and significant effect on both customer trust and purchase decisions. However, customer trust does not have a significant effect on purchase decisions and does not mediate the relationship between social media marketing and purchase decisions. These findings suggest that, in experience-based industries, purchase decisions can be directly driven by digital marketing exposure without requiring prior trust formation. Theoretically, this study supports a contingency perspective by highlighting the limited role of customer trust as a mediating mechanism in certain consumption contexts. Practically, the findings emphasize the importance of structured and informative social media content in driving purchase behavior, while positioning trust-building strategies as more relevant for long-term relational outcomes rather than immediate purchase decisions.
Efektivitas Influencer Marketing dan User-Generated Content dalam Meningkatkan Loyalitas Konsumen Produk Wirausaha Muda di Era Digital Dewi Rawa, Ricola; Hendharsa, Angga; Arweni, Arweni; Mursalin, Adi
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8575

Abstract

This study aims to analyze the influence of influencer marketing and user-generated content (UGC) on consumer loyalty toward young entrepreneurs' products in the digital era. Using a quantitative approach with SEM-PLS techniques, data were collected from 300 respondents in Pontianak City. Results show that both influencer marketing and UGC have a significant effect on consumer loyalty. These findings indicate that integrating these two digital marketing strategies is effective in strengthening consumer loyalty and provides strategic implications for the sustainable development of MSMEs in the digital era.
Co-Authors Abdallah Al- Shreifeen, Iyad Aceng Haetami, Aceng Ariffin, Muchammad Arweni, Arweni Dessiliya Dewi Rawa, Ricola Hayat, Edy Syarfril Hendarsa, Angga Hendharsa, Angga Ilpan Karnawi Kamar, Karnawi Kelvin Kelvin Kurniawan, Hery Medianto Natal, Natalia Rawa, Ricola Dewi Reswari, Rianti Ardana Rizal, Maulana Filani Ronald Alfredo, Ronald Sigit Sugiardi Sri Andayani Wibowo W, Irvan Widya, Pramatatya Resindra Yanti Erlina, Maria