The Influence of Social Media Marketing, Brand Awareness, and Customer Trust on Buying Decisions
Keywords:
Social Media Marketing, Brand Awareness, Customer Trust, Buying Decision, Consumer Behavior, Digital marketingAbstract
This study aims to examine the influence of Social Media Marketing, Brand Awareness, and Customer Trust on Buying Decision. The study employed a quantitative approach using a survey method involving 250 respondents who had experience interacting with brands through social media and had made or considered making a purchase. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model demonstrated satisfactory reliability and validity, while the structural model showed that the three independent variables collectively explained 68.7% of the variance in Buying Decision. The hypothesis testing results revealed that Social Media Marketing had a positive and significant influence on Buying Decision (β = 0.286; t = 4.521; p < 0.001). Brand Awareness also had a positive and significant influence on Buying Decision (β = 0.241; t = 3.876; p < 0.001). Furthermore, Customer Trust demonstrated the strongest positive and significant influence on Buying Decision (β = 0.418; t = 6.742; p < 0.001). These findings indicate that effective digital marketing activities, strong brand recognition, and consumer confidence are important factors in shaping purchasing decisions. The study suggests that businesses should integrate engaging social media marketing with consistent brand-building and trust-building strategies to strengthen consumer confidence and increase purchasing decisions.
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