Citation:

Kadek Dwi Hartayani, Ni Ketut Seminari. "The Role of Trust in Mediating the Influence of Social Media Marketing Instagram and Brand Awareness on Purchasing Decisions (Study of Blibli.com E-commerce Application Users in Denpasar)" International Research Journal of Economics and Management Studies, Vol. 3, No. 6, pp. 250-260, 2024.

Abstract:

The rise of e-commerce has revolutionized people's lives and cultures, displacing traditional markets. Issues with awareness of brand and marketing on Instagram, together with low application downloads, affect customers' capacity to make purchasing decisions on Blibli.com, an online retailer. Brand awareness and Instagram marketing have an impact on Blibli.com consumers' buying decisions. This investigation aims to analyze how trust operates as a mediating element in the influence of Instagram and brand awareness on purchasing decisions. The investigation was conducted in Denpasar, involving 120 participants who were selected using a non-probability sampling approach and a purposive sample strategy. We used Path Analysis, the Sobel Test, and the VAF Test (Variance Accounted For) to analyze them. The collected data were analyzed with the assistance of IBM SPSS 26.0 for Windows. The outcomes show that social media marketing, Instagram and brand awareness significantly affect customers' trust and purchase decisions in a positive way. Trust acts as a mediator in the correlation between brand awareness and social media marketing to purchasing decisions on Blibli.com. The research implies that Blibli.com has to maximize the online advertising factors on Instagram, awareness of the brand, and trust if it wants to increase purchase options with attractive advertising, quality control, unique products, information monitoring, and quick product returns.

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Keywords:

Social Media Marketing Instagram, Brand Awareness, Trust, Purchasing Decisions.