Eksplorasi purchase intention pada produk smartphone melalui social media communication, consumer attitude dan brand trust

Millenia Syafitri (Fakultas Ekonomi dan Bisnis, Universitas Trisakti)
Yolanda Masnita (Fakultas Ekonomi dan Bisnis, Universitas Trisakti)
Kurniawati Kurniawati (Fakultas Ekonomi dan Bisnis, Universitas Trisakti)

Journal of Management and Digital Business
Vol. 6 No. 2 (2026): Journal of Management and Digital Business

This study analyzes the effect of social media communication efficacy on purchase intention through consumer attitude and brand trust. This study used a quantitative approach, collecting data through questionnaires distributed to 144 respondents selected through purposive sampling. The data were analyzed using PLS-SEM in SmartPLS. The results indicate that social media communication efficacy positively affects purchase intention through the mediating roles of consumer attitude and brand trust. However, the direct effect of social media communication efficacy on purchase intention is not statistically significant. The findings confirm that consumer attitude and brand trust mediate the relationship between social media communication efficacy and purchase intention. Theoretically, these findings strengthen the understanding that effective social media communication can enhance purchase intention when it contributes to favorable consumer attitudes and stronger brand trust. Practically, companies should develop engaging, credible, and consumer-relevant social media content and conduct periodic surveys to understand consumer expectations regarding smartphones better.