Brand Trust as Mediator for Interactivity, Informativeness, and Perceived Relevance in Purchase Decision

Abstract

This study aims to analyze the influence of social media marketing features consisting of interactivity,
informativeness, and perceived relevance on brand trust and purchasing decisions. The study also
examines the role of brand trust as a mediating variable. This study used a quantitative approach with
structural equation modeling analysis. Type of data used in this study is primary data using data
sources in the form of questionnaires distributed to research samples. A q nged uestionnaire is a data
collection technique carried out by researchers through systematically arraquestions to be distributed to
respondents who are the research sample. The number of samples was 187 respondents from a
financial company in East Java. There is significant influence social media marketing features consist of
interactivity, informativeness, and perceived relevance on brand trust. There is significant influence
social media marketing features consist of of interactivity, informativeness, and perceived relevance on
purchase decision. The interactivity, informativeness, and perceived relevance has a positive and
significant effect on purchasing decisions through brand trust