Pengaruh Social Media Marketing Activity Terhadap Keputusan Pembelian Tas Bostanten di TikTok Shop Dengan Brand Trust Sebagai Variabel Mediasi (Studi Pada Gen Z Kabupaten Nganjuk)

Zurina Endra Sari (Program Studi Manajemen FEB UTM)
Yustina Chrismardani (Program Studi Manajemen FEB UTM)

Jurnal Kajian Ilmu Manajamen
Vol 6, No 1 (2026): Maret

This study aims to determine the effect of social media marketing activity on purchasing decisions of Bostanten bags on TikTok Shop, with brand trust as a mediating variable, focusing on Generation Z in Nganjuk Regency. This research uses a quantitative approach with both primary and secondary data. Data were collected through a questionnaire distributed to 97 respondents selected using purposive sampling. The data were analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method with the help of SmartPLS 4.1 software. The results show that social media marketing activity has a significant effect on brand trust and purchasing decisions. In addition, brand trust also has a significant influence on purchasing decisions. The findings further indicate that brand trust partially mediates the effect of social media marketing activity on purchasing decisions