Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Shella Meilany, Arfina
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Brand Image, Brand Engagement dan Perceived Value terhadap Intention to Purchase melalui Variabel Trust di Media Sosial Instagram: Studi pada Mahasiswa Magister Manajemen Pascasarjana Universitas Bandar Lampung Shella Meilany, Arfina; Putra Barusman, Andala Rama
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 3 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i3.11451

Abstract

The development of social media, particularly Instagram, has transformed consumer behavior in the purchasing decision-making process by emphasizing the role of brand perception and trust. This study employs a quantitative approach using a survey method conducted among Master of Management students at Universitas Bandar Lampung who actively use Instagram. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that Brand Image, Brand Engagement, and Perceived Value have a positive and significant effect on Trust, and Trust has a positive effect on Intention to Purchase. Furthermore, Brand Image, Brand Engagement, and Perceived Value also have a direct influence on Intention to Purchase. The indirect effect analysis confirms that Trust acts as a mediating variable in the relationship between Brand Image, Brand Engagement, and Perceived Value and Intention to Purchase. These findings highlight that Trust is a key factor in enhancing consumers’ purchase intention on social media; therefore, digital marketing strategies should focus on strengthening brand image, fostering consumer engagement, and enhancing perceived value.
Co-Authors Andala Rama Putra Barusman