Pengaruh Digital Marketing, Brand Awareness, dan Customer Engagement terhadap Keputusan Pembelian dengan Brand Trust sebagai Variabel Mediasi
DOI:
https://doi.org/10.47747/snfmi.v3i1.3218Abstract
The study aims to analyze the influence of digital marketing, brand awareness, and customer engagement on purchasing decisions with brand trust as a mediator. The study seeks to answer whether digital marketing strategies are effective directly or through trust-building to encourage purchases. Data were collected via online questionnaires distributed to consumers of the brands studied regarding their digital marketing activities. The sample used purposive sampling, based on the Slovin formula. Data were analyzed using SEM to test the direct and indirect effects of the studied variables. The results show that digital marketing, brand awareness, and customer engagement have a positive, significant effect on purchasing decisions, both directly and indirectly. The key finding of this study is that brand trust is a significant partial mediating variable. This means that most of the influence of the three independent variables on purchasing decisions is actually channeled through brand trust first. Customer engagement is a driver of brand trust and purchasing decisions. The scope of the study is limited to one industry, so the findings cannot be generalized widely. This study is also cross-sectional, capturing conditions at a specific point in time. The findings imply a shift from a focus on exposure volume (impressions) to one on the accumulation of trust equity. Companies are advised to integrate trust-building principles into all digital marketing, brand awareness, and customer engagement activities.
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