Optimize Trust to Increase Purchase Intention in Smartphone Samsung

Abstract

The rapid development of communication technology in the digital era has led to a high public dependence on smartphones. However, Top Brand Index data shows that Samsung's market share in Indonesia decreased by 5% from 2024 to 2026. This study aims to analyze the optimization of trust to increase purchase intention for Samsung smartphones in Central Java Province by examining the direct and indirect effects of customer satisfaction on purchase intention through brand trust and customer trust. This quantitative study utilized a purposive sampling method to collect data via digital questionnaires (Google Form). The respondents consisted of 150 consumers in Central Java who were aged 18 years or older and interested in buying a Samsung smartphone. Data analysis was conducted using Partial Least Squares-Based Structural Equation Modeling (PLS-SEM) through outer and inner model evaluations.