Peran Mediasi Brand Trust dalam Pengaruh antara Social Media Marketing dan Purchase Decision pada Konsumen Penyetan Sedep Mantep Yogyakarta

الملخص

This is Advances in digital technology and intense competition in the culinary industry require Micro, Small, and Medium Enterprises (MSMEs) to leverage social media as an effective marketing strategy. This study aims to examine the effect of social media marketing on purchase decisions, with brand trust as a mediating variable, among consumers of Penyetan Sedep Mantep in Yogyakarta. This study employs an explanatory quantitative approach. Data were collected through an online questionnaire survey using Google Forms administered to 147 respondents selected via purposive sampling. The adequacy of the sample size was previously confirmed using a power analysis approach with G*Power software. Data analysis in this study utilized Partial Least Squares–Structural Equation Modeling (PLS-SEM), processed using SmartPLS 4 software. The results indicate that Social Media Marketing has a significant positive effect on Purchase Decisions and Brand Trust. In addition, Brand Trust was also found to have a significant positive effect on Purchase Decision. Furthermore, this study confirms that Brand Trust plays a partial mediating role in bridging the relationship between Social Media Marketing and Purchase Decision. This study offers practical implications for MSMEs owners: social media marketing strategies will be more effective in driving purchasing decisions if business owners are able to consistently build brand trust and credibility in the minds of consumers.