ANALYSIS OF DIGITAL MARKETING, PRODUCT INNOVATION AND BRAND TRUST ON PURCHASE INTENTION AMONG CONVERSE SHOE CONSUMERS AT DELIPARK MALL MEDAN

Nurul Hasanah (Universitas Potensi Utama)
Ari Prabowo (Universitas Potensi Utama)

International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Vol. 6 No. 6 (2026): December - ON PROGRESS

Purchase intention is a form of psychological tendency or intention of consumers to purchase a product that arises after evaluating information, perceived value, and marketing interactions. This study aims to determine and analyze the influence of Digital Marketing, Product Innovation, and Brand Trust on the Purchase Intention of Converse shoe consumers at Delipark Mall Medan. This study uses primary data where data was collected using a questionnaire. This research was conducted on Converse shoe consumers at Delipark Mall Medan with a sample of 125 respondents. The results of the analysis show that Digital Marketing has a positive and significant effect on purchase intention. Product Innovation has no significant effect on purchase intention. Brand Trust has no significant effect on purchase intention. The analysis proves that simultaneously Digital Marketing, Product Innovation, and Brand Trust have a significant effect on the Purchase Intention of Converse shoe consumers at Delipark Mall Medan.