Brand Trust as Mediator for Interactivity, Informativeness, and Perceived Relevance in Purchase Decision
DOI:
https://doi.org/10.30587/innovation.v5i2.9123Abstract
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
References
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Ardiansyah, F., and Sarwoko, E. (2020). How
social media marketing influences consumers
purchase decision? A mediation analysis of
brand awareness. JEMA: Jurnal Ilmiah
Bidang Akuntansi dan Manajemen, 17(2),
156-168.
https://doi.org/10.31106/jema.v17i2.6916.
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brand image, brand trust, and donation
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Research, 33(5), 1091-1102.
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Chaerudin, S. M., and Syafarudin, A. (2021). The
effect of product quality, service quality,
price on product purchasing decisions on
consumer satisfaction. Ilomata International
Journal of Tax and Accounting, 2(1), 61-70.
https://doi.org/10.52728/ijtc.v2i1.202
Chaudhuri, A., and Holbrook, M. B. (2001). The
chain of effects from brand trust and brand
affect to brand performance: The role of
brand loyalty. Journal of Marketing, 65(2),
81-93.
https://doi.org/10.1509/jmkg.65.2.81.18255
Cheung, M. L., Pires, G., and Rosenberger, P. J.
(2020). The influence of perceived social
media marketing elements on consumer–
brand engagement and brand knowledge.
Asia Pacific Journal of Marketing and
Logistics, 32(3), 695-720.
https://doi.org/10.1108/APJML-04-2019-
0262
Cheung, M. L., Pires, G., Rosenberger, P. J.,
Leung, W. K. S., and Chang, M. K. (2021).
The role of social media elements in driving
co-creation and engagement. Asia Pacific
Journal of Marketing and Logistics, 33(10),
1-25. https://doi.org/10.1108/APJML-03-
2020-0176.
Ebrahim, R. S. (2020). The role of trust in
understanding the impact of social media
marketing on brand equity and brand loyalty.
Journal of Relationship Marketing, 19(4),
287–308.
https://doi.org/10.1080/15332667.2019.1705
742
Febriyani, A, K., and Indriani, F. (2023).
Pengaruh fitur pemasaran media sosial
terhadap keputusan pembelian pada industri
cepat saji dengan kepercayaan pada merek
sebagai mediator. Diponegoro Journal of
Management. 12(1), 1-14.
Hanaysha, J. R. (2022). Impact of social media
marketing features on consumer’s purchase
decision in the fast-food industry: Brand trust
as a mediator. International Journal of
Information Management Data Insights, 2(2),
1-10. https://doi.org/10.1016/j.jjimei.
2022.100102
Hasan, G., and Scorpianti, E. (2022). The
influence of usefulness, entertainment,
interaction, enjoyment, and familiarity to
purchase music platform subscriptions in
millennials and Gen-z communities
through trust mediation. Jurnal Manajemen
dan Pemasaran Jasa, 15(2), 161-176.
https://doi.org/10.25105/jmpj.v15i2.14071
He, H., Li, Y., and Harris, L. (2012). Social
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657.https://doi.org/10.1016/j.jbusres.2011.0
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(2021). An experimental based
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interactivity on customer behavior in online
purchase context. Journal of Strategic
Marketing, 29(2), 117-140.
https://doi.org/10.1080/0965254X.2019.11
63792.
Tang, F. (2020). The more interactivity the
better? Investigating interactivity, task
complexity, and product knowledge in
IRJ: Innovation Research Journal-Volume 5 Issue 2, October 2024; 196-207
207
online purchase decisions. Information
Technology and Management, 21(3), 179-
189. https://doi.org/10.1007/s10799-020-
00316-2.
Kang, H. J., Shin, J. H., and Ponto, K. (2020).
How 3D virtual reality stores can shape
consumer purchase decisions: The roles of
informativeness and playfulness. Journal of
Interactive Marketing, 49, 70-85.
https://doi.org/10.1016/j.intmar.2019.07.00
0.
Liao, S. H., Chung, Y. C., and Chang, W. J.
(2019). Interactivity, engagement, trust,
purchase intention and word-of-mouth: A
moderated mediation study. International
Journal of Services, Technology and
Management, 25(2), 116-137.
https://doi.org/10.1504/IJSTM.2019.09820
9.
Moslehpour, M., Dadvari, A., Nugroho, W., and
Do, B. R. (2021). The dynamic stimulus of
social media marketing on purchase
intention of Indonesian airline products and
services. Asia Pacific Journal of Marketing
and Logistics, 33(2), 561-583.
https://doi.org/10.1108/APJML-07-2019-
0442.
Mubarok, M. M. (2018). The effect of brand
image and consumer attitudes on the
decision to purchase Batik Jetis Sidoarjo
mediated by intent to buy. Journal of
Economics, Business, and Accountancy
Ventura, 21(1), 105 - 116.
https://doi.org/10.14414/jebav.v21i1.1134
Naeem, M. (2021). Do social media platforms
develop consumer panic buying during the
fear of Covid-19 pandemic. Journal of
Retailing and Consumer Services, 58, 1-10.
https://doi.org/10.1016/j.jretconser.
2020.102226.
Nurhasanah, Mahliza, F., Nugroho, L., and Putra,
Y. M. (2021). The Effect of E-WOM,
Brand Trust, and Brand Ambassador on
Purchase Decisions at Tokopedia Online
Shopping Site. IOP Conference Series:
Materials Science and Engineering,
1071(1), 1-8. https://doi.org/ 10.1088/1757-
899x/1071/1/012017
of social media advertising features on
customer purchase intention. International
Journal of Information Management, 42, 65-
77. https://doi.org/10.1016/j.ijinfomgt.
2018.06.001
Ardiansyah, F., and Sarwoko, E. (2020). How
social media marketing influences consumers
purchase decision? A mediation analysis of
brand awareness. JEMA: Jurnal Ilmiah
Bidang Akuntansi dan Manajemen, 17(2),
156-168.
https://doi.org/10.31106/jema.v17i2.6916.
Bilgin, Y., and Kethüda, Ö. (2022). Charity social
media marketing and its influence on charity
brand image, brand trust, and donation
intention. International Society for Sector
Research, 33(5), 1091-1102.
https://doi.org/10.1007/s11266-021-00426-7
Chaerudin, S. M., and Syafarudin, A. (2021). The
effect of product quality, service quality,
price on product purchasing decisions on
consumer satisfaction. Ilomata International
Journal of Tax and Accounting, 2(1), 61-70.
https://doi.org/10.52728/ijtc.v2i1.202
Chaudhuri, A., and Holbrook, M. B. (2001). The
chain of effects from brand trust and brand
affect to brand performance: The role of
brand loyalty. Journal of Marketing, 65(2),
81-93.
https://doi.org/10.1509/jmkg.65.2.81.18255
Cheung, M. L., Pires, G., and Rosenberger, P. J.
(2020). The influence of perceived social
media marketing elements on consumer–
brand engagement and brand knowledge.
Asia Pacific Journal of Marketing and
Logistics, 32(3), 695-720.
https://doi.org/10.1108/APJML-04-2019-
0262
Cheung, M. L., Pires, G., Rosenberger, P. J.,
Leung, W. K. S., and Chang, M. K. (2021).
The role of social media elements in driving
co-creation and engagement. Asia Pacific
Journal of Marketing and Logistics, 33(10),
1-25. https://doi.org/10.1108/APJML-03-
2020-0176.
Ebrahim, R. S. (2020). The role of trust in
understanding the impact of social media
marketing on brand equity and brand loyalty.
Journal of Relationship Marketing, 19(4),
287–308.
https://doi.org/10.1080/15332667.2019.1705
742
Febriyani, A, K., and Indriani, F. (2023).
Pengaruh fitur pemasaran media sosial
terhadap keputusan pembelian pada industri
cepat saji dengan kepercayaan pada merek
sebagai mediator. Diponegoro Journal of
Management. 12(1), 1-14.
Hanaysha, J. R. (2022). Impact of social media
marketing features on consumer’s purchase
decision in the fast-food industry: Brand trust
as a mediator. International Journal of
Information Management Data Insights, 2(2),
1-10. https://doi.org/10.1016/j.jjimei.
2022.100102
Hasan, G., and Scorpianti, E. (2022). The
influence of usefulness, entertainment,
interaction, enjoyment, and familiarity to
purchase music platform subscriptions in
millennials and Gen-z communities
through trust mediation. Jurnal Manajemen
dan Pemasaran Jasa, 15(2), 161-176.
https://doi.org/10.25105/jmpj.v15i2.14071
He, H., Li, Y., and Harris, L. (2012). Social
identity perspective on brand loyalty.
Journal of Business Research, 65(5), 648-
657.https://doi.org/10.1016/j.jbusres.2011.0
3.007.
Hewett, K., Rand, W., Rust, R. T., and van
Heerde, H. J. (2016). Brand buzz in the
echoverse. Journal of Marketing, 80 (3), 1-
24. https://doi.org/10.1509/jm.15.0033
Ibrahim, B., and Aljarah, A. (2018). Dataset of
relationships among social media
marketing activities, brand loyalty, revisit
intention. Evidence from the hospitality
industry in Northern Cyprus. Data in brief,
21, 1823-1828.
https://doi.org/10.1016/j.dib.2018.11.024
Islam, H., Jebarajakirthy, C., and Shankar, A.
(2021). An experimental based
investigation into the effects of website
interactivity on customer behavior in online
purchase context. Journal of Strategic
Marketing, 29(2), 117-140.
https://doi.org/10.1080/0965254X.2019.11
63792.
Tang, F. (2020). The more interactivity the
better? Investigating interactivity, task
complexity, and product knowledge in
IRJ: Innovation Research Journal-Volume 5 Issue 2, October 2024; 196-207
207
online purchase decisions. Information
Technology and Management, 21(3), 179-
189. https://doi.org/10.1007/s10799-020-
00316-2.
Kang, H. J., Shin, J. H., and Ponto, K. (2020).
How 3D virtual reality stores can shape
consumer purchase decisions: The roles of
informativeness and playfulness. Journal of
Interactive Marketing, 49, 70-85.
https://doi.org/10.1016/j.intmar.2019.07.00
0.
Liao, S. H., Chung, Y. C., and Chang, W. J.
(2019). Interactivity, engagement, trust,
purchase intention and word-of-mouth: A
moderated mediation study. International
Journal of Services, Technology and
Management, 25(2), 116-137.
https://doi.org/10.1504/IJSTM.2019.09820
9.
Moslehpour, M., Dadvari, A., Nugroho, W., and
Do, B. R. (2021). The dynamic stimulus of
social media marketing on purchase
intention of Indonesian airline products and
services. Asia Pacific Journal of Marketing
and Logistics, 33(2), 561-583.
https://doi.org/10.1108/APJML-07-2019-
0442.
Mubarok, M. M. (2018). The effect of brand
image and consumer attitudes on the
decision to purchase Batik Jetis Sidoarjo
mediated by intent to buy. Journal of
Economics, Business, and Accountancy
Ventura, 21(1), 105 - 116.
https://doi.org/10.14414/jebav.v21i1.1134
Naeem, M. (2021). Do social media platforms
develop consumer panic buying during the
fear of Covid-19 pandemic. Journal of
Retailing and Consumer Services, 58, 1-10.
https://doi.org/10.1016/j.jretconser.
2020.102226.
Nurhasanah, Mahliza, F., Nugroho, L., and Putra,
Y. M. (2021). The Effect of E-WOM,
Brand Trust, and Brand Ambassador on
Purchase Decisions at Tokopedia Online
Shopping Site. IOP Conference Series:
Materials Science and Engineering,
1071(1), 1-8. https://doi.org/ 10.1088/1757-
899x/1071/1/012017
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Published
2024-12-24
How to Cite
Faradhilla, D., Alimuddin, A., Suyono, J., & Widjanarko, B. (2024). Brand Trust as Mediator for Interactivity, Informativeness, and Perceived Relevance in Purchase Decision. INNOVATION RESEARCH JOURNAL, 5(2), 196–207. https://doi.org/10.30587/innovation.v5i2.9123
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