JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

The Influence of Brand Image, Brand Awareness, and Brand Trust on Purchase Decisions Moderated by Social Media Use at CV Produksi Median Percetakan

Al-Amin, Muhammad Surya Duta (Unknown)
Ambarwati, Diana (Unknown)
Aulia Munawaroh, Nuril (Unknown)

Article Info

Publish Date
04 Mar 2026

Abstract

This study examines the influence of brand image, brand awareness, and brand trust on purchase decisions, with social media use as a moderating variable in the printing industry. The research aims to analyze the direct and moderating effects of these variables on consumers of CV Produksi Median Percetakan. A quantitative approach with causal associative design was applied using SEM-PLS and SmartPLS 4.0 on 96 respondents selected through purposive sampling. The results show that brand awareness and brand trust significantly influence purchase decisions, while brand image and social media moderation are not significant. The findings highlight the importance of trust and awareness in strengthening consumer purchasing decisions.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...