Consumer Purchase Decision Behavior in Digital Marketing: The Role of Social Media Advertising and Customer Trust PT Maharini Harta Lestari
DOI:
https://doi.org/10.59890/ijma.v4i4.67Keywords:
Customer Trust, Purchasing Decision, Social Media AdvertisingAbstract
The decline in revenue influenced by the suboptimal use of social media advertising as a promotional medium and the low level of customer trust in the company has affected consumer purchasing decisions. Based on these problems, this study aims to identify, describe, and analyze the influence of social media advertising and customer trust on purchasing decisions at PT. Mahira Harta Lestari, both simultaneously and partially. This research employs a quantitative approach with descriptive and verificative methods. The population of this study consisted of 267 customers, with a total sample of 73 respondents determined through incidental sampling techniques. Data analysis was conducted using multiple linear regression, correlation coefficient, coefficient of determination, as well as t-test and F-test with the assistance of SPSS version 26. The results showed that social media advertising and customer trust simultaneously had a significant influence on purchasing decisions, with an F-value of 15.868 > F-table 2.38. Partially, social media advertising had a positive and significant influence with a t-value of 5.391 > t-table 1.666 and a significance value of 0.000 < 0.05, while customer trust had a positive but not significant influence with a t-value of 1.585 < t-table 1.666 and a significance value of 0.16 > 0.05. The adjusted R Square value of 0.312 indicates that both variables contribute 31.2% to purchasing decisions, while the remaining 68.8% is influenced by other factors outside this study. The novelty of this research compared to previous studies lies in its object, namely a construction service company, so the results are expected to provide strategic implications for PT. Mahira Harta Lestari in strengthening social media advertising and enhancing customer trust on a sustainable basis.
References
Aini, T. N. (2020). Pengaruh kepuasan dan kepercayaan terhadap loyalitas pelanggan dengan komitmen sebagai variabel intervening. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 2, 88-98. https://doi.org/10.37631/e-bisma.v1i2.194
Alvina Nur Afni, C., & Roostika, R. R. R. (2024). Pengaruh pemasaran media sosial, kepercayaan merek dan persepsi nilai terhadap niat pembelian makeup lokal. Jurnal MEA (Manajemen, Ekonomi, dan Akuntansi), 8(2), 710-725.
Anggriani, M., Erdiansyah, R., & Doddy, S. (2022). Pengaruh iklan sosial media Shopee terhadap keputusan pembelian.
Dally Alfian, & Hadisumarto. (2020). Pengaruh aktivitas social media marketing terhadap brand trust, brand equity, dan brand loyalty pada platform social media Instagram, 43.
Fadhilah Muinah, I., & Kusuma Ningrum. (2022). Meningkatkan keputusan pembelian melalui iklan media sosial, word of mouth dan citra merek: Studi pada Cafe Sembari Coffee, Sleman. Mandar: Management Development and Applied Research Journal, 5, 159-161.
Jecky, & Erdiansyah, R. (2021). Pengaruh iklan media sosial dan word of mouth terhadap keputusan pembelian.
Karina Puspa Paramita, M., Susanti, L. E., & Pambudi, B. (2023). Peranan media sosial sebagai media pemasaran. Jurnal Pariwisata dan Bisnis, 2, 962-977. https://doi.org/10.22334/paris.v2i4
Laily, I. M., Astutik, A. P., & Haryanto, B. (2022). Instagram sebagai media pembelajaran digital agama Islam di era 4.0. Munaddhomah: Jurnal Manajemen Pendidikan Islam, 3(2), 160-174. https://doi.org/10.31538/munaddhomah.v3i2.250
Londong, J. P., Paridi, A., Patandean, E. H., & Patanduk, J. K. (2024). Pengaruh social media marketing dan advertising terhadap keputusan berlangganan Spotify mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus, 1.
Martianto, & Witjaksono. (2023). Faktor-faktor yang mempengaruhi keputusan pembelian. Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi), 7(3), 1370-1385.
Mutiara, M., & Wibowo, I. (2020). Pengaruh kepercayaan, keamanan dan kualitas produk terhadap keputusan pembelian. Jurnal Manajemen Bisnis Krisnadwipayana, 8(2), 10-20. https://doi.org/10.35137/jmbk.v8i2.419
Ninan, N., Roy, J. C., & Cheriyan, N. K. (2020). Influence of social media marketing on the purchase intention of Gen Z. International Journal of Advanced Science and Technology, 29(1), 1692-1702.
Okto Girsang, & Husda. (2024). Pengaruh media sosial, kepercayaan, dan citra merek terhadap keputusan pembelian pada e-commerce Bukalapak di Kota Batam. ECo-Buss, 7, 473-484.
Permata Sari. (2021). Faktor-faktor yang mempengaruhi keputusan pembelian: Kualitas produk, harga kompetitif, dan lokasi. Jurnal Ilmu Manajemen Terapan, 2(4), 524-533. https://doi.org/10.31933/jimt.v2i4
Prabawati Tejakusuma, S. (2024). Pemanfaatan media sosial dalam rangka meningkatkan penjualan PT Utama Media Cemerlang, 5.
Prasetya Ilham, & Sigit Murwanto. (2023). Pengaruh penggunaan media sosial dan e-WOM terhadap kepercayaan dan keputusan pembelian pelanggan: Studi pada J.Co Donut & Coffee di Yogyakarta, 2.
Richadinata, K. R. P., & Astitiani, N. L. P. S. (2021). Pengaruh iklan sosial media terhadap keputusan pembelian konsumen di lingkungan Universitas Bali Internasional. E-Jurnal Manajemen Universitas Udayana, 10(2), 188. https://doi.org/10.24843/EJMUNUD.2021.v10.i02.p05
Sanjaya, A. S. (2020). Pengaruh dimensi social media marketing terhadap minat beli Climatethirty, 5.
Soekarman, A., & Veronica, M. (2021). Pengaruh strategi promosi melalui social media terhadap keputusan pembelian: Studi kasus pada Rumah Makan Seblak Nampol di masa COVID-19, 2.
Sugiyono. (2022). Metode penelitian. Alfabeta.
Surjono, W. (2024). Manajemen pemasaran jasa. Cipta Media Nusantara.
