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Abstract
This study aims to examine the influence of social media marketing and brand image on purchase intention through the mediating role of brand trust among Generation Z consumers. In the digital era, Generation Z represents a dominant consumer segment that is highly engaged with social media platforms and brand-related content. However, the effectiveness of social media marketing and brand image in shaping purchase intention remains inconsistent without considering psychological factors such as trust. This research employs a quantitative approach using a survey method. Data were collected from Generation Z respondents in Bandung through structured questionnaires measured on a five-point Likert scale. The analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to test both direct and indirect relationships among variables. The findings indicate that social media marketing and brand image significantly influence brand trust, which in turn significantly affects purchase intention. Furthermore, brand trust plays a mediating role in strengthening the relationship between marketing activities and consumers’ purchase intention. This study contributes to marketing literature by emphasizing the strategic importance of trust-building in digital marketing strategies targeting Generation Z.
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References
- Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002
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- Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124–139.
- Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., … Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
- 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.
- Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183–191.
- Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144.
- Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
- Lim, X. J., Radzol, A. M., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19–36.
- Moslehpour, M., Dadvari, A., Nugroho, W., & 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.
- Pappas, I. O. (2018). User experience in personalized online shopping: A fuzzy-set analysis. European Journal of Marketing, 52(7/8), 1679–1703.
- Prentice, C., & Loureiro, S. M. C. (2017). An asymmetrical approach to understanding configurations of customer loyalty in the airline industry. Journal of Retailing and Consumer Services, 38, 96–107.
- Rahman, M., & Mannan, M. (2018). Consumer online purchase behavior of local fashion clothing brands. Information Development, 34(3), 253–266.
- Tatar, Ş. B., & Eren-Erdogmus, I. (2016). The effect of social media marketing on brand trust and brand loyalty. Journal of Marketing Communications, 22(2), 125–142.
- Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty. Benchmarking: An International Journal, 25(9), 3882–3905.
References
Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002
Alalwan, A. A. (2018). Investigating the impact 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
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image, and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148.
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124–139.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., … Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
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.
Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183–191.
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lim, X. J., Radzol, A. M., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19–36.
Moslehpour, M., Dadvari, A., Nugroho, W., & 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.
Pappas, I. O. (2018). User experience in personalized online shopping: A fuzzy-set analysis. European Journal of Marketing, 52(7/8), 1679–1703.
Prentice, C., & Loureiro, S. M. C. (2017). An asymmetrical approach to understanding configurations of customer loyalty in the airline industry. Journal of Retailing and Consumer Services, 38, 96–107.
Rahman, M., & Mannan, M. (2018). Consumer online purchase behavior of local fashion clothing brands. Information Development, 34(3), 253–266.
Tatar, Ş. B., & Eren-Erdogmus, I. (2016). The effect of social media marketing on brand trust and brand loyalty. Journal of Marketing Communications, 22(2), 125–142.
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty. Benchmarking: An International Journal, 25(9), 3882–3905.