Published: 2025-12-01

Peran Social Media Marketing Dalam Hubungan Kepercayaan Merek Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pada Gen-Z di Sekayam Sanggau

DOI: 10.35870/jemsi.v11i6.5507

Mesyias Akren Tindo, Pasifikus Maisirata
  • Mesyias Akren Tindo: Universitas Widya Dharma Pontianak
  • Pasifikus Maisirata: Universitas Widya Dharma Pontianak
JEMSI Volume 11 Nomor 6 Desember 2025
Article Metrics
Share:

Abstract

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.

Keywords

Brand Trust; Purchase Decision; Social Media Marketing

Peer Review Process

This article has undergone a double-blind peer review process to ensure quality and impartiality.

Indexing Information

Discover where this journal is indexed at our indexing page.

Open Science Badges

This journal supports transparency in research and encourages authors to meet criteria for Open Science Badges.

How to Cite

Tindo, M. A., & Maisirata, P. (2025). Peran Social Media Marketing Dalam Hubungan Kepercayaan Merek Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pada Gen-Z di Sekayam Sanggau. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(6), 5838-5846. https://doi.org/10.35870/jemsi.v11i6.5507
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 6 (2025)

  • Section: Articles

  • Published: 2025-12-01

AI Research Hub

This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.

Semantic Scholar Scite Dimensions Connected Papers
Scholarly Connection Platforms
Dimensions Dimensions Connected Papers Connected Papers Scite Scite Google Scholar Google Scholar Semantic Scholar Semantic Scholar Garuda Garuda Scilit Scilit Crossref Crossref BASE BASE Zenodo Zenodo Unpaywall Unpaywall OpenCitations OpenCitations
Author Biographies
Mesyias Akren Tindo, Universitas Widya Dharma Pontianak
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi Bisnis, Universitas Widya Dharma Pontianak, Kota Pontianak, Kalimantan Barat, Indonesia.

Pasifikus Maisirata, Universitas Widya Dharma Pontianak
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi Bisnis, Universitas Widya Dharma Pontianak, Kota Pontianak, Kalimantan Barat, Indonesia.

References
  • Afni, C. A., & Roostika, R. R. (2024). Pengaruh aktivitas pemasaran media sosial, kepercayaan merek, dan persepsi nilai terhadap niat beli makeup lokal. Jurnal Ilmiah Manajemen Ekonomi & Akuntansi (MELA), 8(2). https://doi.org/10.31955/mela.v8i2.4065.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Aryani, E. T., & Kurnianingsih, H. (2023). Pengaruh inovasi produk, kepercayaan merek, dan keberagaman produk terhadap keputusan pembelian Honda Beat di Surakarta. Jurnal Maneksi, 12(2). https://doi.org/10.31959/jm.v12i2.1488.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Delvi, A. C., & Fadli, U. M. (2023). Analisis keputusan pembelian produk e-commerce Shopee di kalangan mahasiswa Universitas Buana Perjuangan Karawang. Journal of Student Research, 1(5). https://doi.org/10.55606/jsr.v1i5.1628.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Delwi, N. P., Imbayani, I. A., & Ribek, P. K. (2021). Pengaruh social media marketing terhadap keputusan pembelian yang dimediasi e-word of mouth pada Govinda Store Denpasar. ELMAS, 2(3), 768–769. https://doi.org/10.30388/elmas.v6i1.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Fadhillah, N. A., & Manggabarani, A. S. (2024, March). Pengaruh kepercayaan merek, keamanan, dan perilaku konsumen terhadap keputusan pembelian online (Studi pada ibu rumah tangga di DKI Jakarta). IKRAITH-Ekonomika, 7(1), 21. https://doi.org/10.37817/ikraith-ekonomika.v7i1.3276.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hanaysha, J. R. (2022). Impact of social media marketing features on consumers’ purchase decisions in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hidayati, R. P. R., & Khuzaini, K. (2024). Pengaruh social media marketing terhadap keputusan pembelian dimediasi word of mouth pada Lektang Gallery Malang. Jurnal Ilmu dan Riset Manajemen (JIRM), 13(2).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Liana, Y. (2021). Pengaruh social media marketing dan word of mouth terhadap keputusan pembelian. Bulletin of Management and Business, 2(2). https://doi.org/10.31328/bmb.v2i2.156.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Maulana, M. G., & Permatasari, I. R. (2024). Pengaruh citra merek dan kepercayaan terhadap keputusan pembelian Indomie. Jurnal Aplikasi Bisnis, 10(1). https://doi.org/10.33795/jab.v10i1.4217.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Nurida, N., & Ernawati, S. (2020). Pengaruh iklan, kepercayaan merek, dan citra merek terhadap minat beli konsumen pengguna handphone Oppo di Kota Bima. Jurnal Ilmiah Manajemen ELMOR, 3(2), 5–6. https://doi.org/10.32529/jim.v4i1.506.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Pellupessy, M. M., Tehuayo, E., & Ruhulessin, S. (2023). Pengaruh kepercayaan merek, kualitas produk, dan word of mouth terhadap keputusan pembelian kopi Nescafe di Kota Ambon. Maeswara, 1(4). https://doi.org/10.61132/maeswara.v1i4.435.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Pujianto, A. (2025). Social media sebagai variabel intervening dalam meningkatkan penjualan ditinjau dari strategi pemasaran dan promosi: Studi kasus perusahaan retail. Jurnal Ekonomi dan Statistik Ekonomi, 5(1). https://doi.org/10.11594/jesi.05.01.09.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Putriatna, A. S., & Nainggolan, B. M. (2023). Pengaruh kualitas produk dan kepercayaan merek terhadap keputusan pembelian J.CO Donuts. Panorama Nusantara, 18(2), 11–12.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Rachmadhaniyati, R., & Sanaji, S. (2021). Pengaruh social media marketing terhadap customer engagement dengan loyalitas merek dan kepercayaan sebagai variabel mediasi. Jurnal Ilmu Manajemen, 9(3), 1124–1137. https://doi.org/10.26740/jim.v9n3.p1124-1137.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Radiansyah, E., & Putri, B. A. (2024). Pengaruh kepercayaan merek, kemudahan pembelian, dan risiko terhadap keputusan pembelian konsumen. Jurnal Ekonomi dan Manajemen, 7(2). https://doi.org/10.25273/capital.v7i2.18199.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Rahayu, E. S., & Nursanta, E. (2023). Pengaruh brand image, store atmosphere, dan social media marketing terhadap keputusan pembelian J.CO Donuts & Coffee. Jurnal Sosial Teknologi, 3(1). https://doi.org/10.59188/jurnalsostech.v3i1.604.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ramdan, M., Saputro, A. H., & Herlinawati, E. (2023). Pengaruh social media marketing dan harga terhadap keputusan pembelian produk Tragen Footwear Bandung. Jurnal Ekonomi, Manajemen, dan Akuntansi, 9(6). https://doi.org/10.35870/jemsi.v9i6.1715.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ratnaningsih, S., & Nurlinda, R. (2024). Pengaruh kualitas produk dan social media marketing terhadap keputusan pembelian melalui kepercayaan merek pada J.CO Donuts & Coffee di Jabodetabek. Journal Economic Excellence Ibnu Sina, 2(2), 173–174. https://doi.org/10.59841/excellence.v2i2.1356
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Santoso, D., & Riyanto, K. (2023). Pengaruh brand image, content creator, dan social media terhadap keputusan pembelian. Journal of Economics and Accounting, 4(1). https://doi.org/10.47065/arbitrase.v4i1.1092
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sherry, S., & Heryenzus, H. (2022). Pengaruh citra merek, kepercayaan merek, dan kualitas produk terhadap keputusan pembelian Sunlight di Kecamatan Kateman. ELCoBuss, 5(2). https://doi.org/10.32877/elb.v5i2.477.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Tarsakoo, P., & Charoensukmongkol, P. (2019). Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand. Journal of Asia Business Studies, 14(4). https://doi.org/10.1108/JABS-07-2018-0204.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Wulandari, A., & Mulyanto, H. (2024). Keputusan pembelian konsumen. PT Kimshafi Alung Cipta.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
License & Copyright
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

Downloads