Peran Social Media Marketing Dalam Hubungan Kepercayaan Merek Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pada Gen-Z di Sekayam Sanggau
DOI:
https://doi.org/10.35870/jemsi.v11i6.5507Keywords:
Brand Trust, Purchase Decision, Social Media MarketingAbstract
When it comes to influencing purchase decisions, particularly among millennials and Gen Z, social media marketing plays an ever-increasingly vital role in establishing brand trust. Because of the growing need for mobility, customers in Sekayam District, Sanggau Regency, who buy Yamaha motorcycles, also take brand trust and the efficacy of digital promotions into account when making a purchase choice. The most pressing concern is the potential impact of social media marketing on consumers' faith in brands and their subsequent purchase decisions. This study seeks to examine the impact of social media marketing and brand trust on the purchasing decisions of Gen Z in Sekayam, Sanggau, regarding Yamaha motorcycles. With the use of questionnaires and in-depth interviews, this quantitative study gathered data from 103 participants. The data was subsequently subjected to Structural Equation Modeling (SEM) analysis with the assistance of AMOS. The findings demonstrated that social media marketing mediated the favorable and significant relationship between brand trust and purchase decisions. Finally, attracting Gen Z consumers requires refining digital marketing methods, since increased brand trust increases the possibility of a purchase choice.
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