Eksplorasi purchase intention pada produk smartphone melalui social media communication, consumer attitude dan brand trust
DOI:
https://doi.org/10.53088/jmdb.v6i2.2798Keywords:
Social Media, Communication Efficacy, Consumer Attitude, Brand Trust, Purchase IntentionAbstract
This study analyzes the effect of social media communication efficacy on purchase intention through consumer attitude and brand trust. This study used a quantitative approach, collecting data through questionnaires distributed to 144 respondents selected through purposive sampling. The data were analyzed using PLS-SEM in SmartPLS. The results indicate that social media communication efficacy positively affects purchase intention through the mediating roles of consumer attitude and brand trust. However, the direct effect of social media communication efficacy on purchase intention is not statistically significant. The findings confirm that consumer attitude and brand trust mediate the relationship between social media communication efficacy and purchase intention. Theoretically, these findings strengthen the understanding that effective social media communication can enhance purchase intention when it contributes to favorable consumer attitudes and stronger brand trust. Practically, companies should develop engaging, credible, and consumer-relevant social media content and conduct periodic surveys to understand consumer expectations regarding smartphones better.
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
Althuwaini, S. (2022). The Effect of Social media Activities on Brand Loyalty for Banks: The Role of Brand Trust. Administrative Sciences, 12(4). https://doi.org/10.3390/admsci12040148
Assyfa, M. panca putri, & Anggarawati, S. (2022). Role of brand trust as mediator in social media marketing relationships and purchase intentions. Managament Insight: Jurnal Ilmiah Manajemen, 17(2), 217–232. https://doi.org/10.33369/insight.17.2.217-232
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence and Planning, 38(5), 559–572. https://doi.org/10.1108/MIP-02-2019-0095
B, M. A., Yulianto, E., & Nugroho, A. (2025). The Influence of Social media Marketing Activities on Purchase Intention Through Brand Trust and Brand Image. WACANA, Jurnal Sosial Dan Humaniora, 28(1). https://doi.org/10.21776/ub.wacana.2025.028.01.06
Bilgin, Y. (2020). The Influence of Social Media Friendship on Brand Awareness and Purchase Intention: Evidence from young adult consumers. International Journal of Marketing, Communication and New Media, (8). http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/463
Bu, Y., Parkinson, J., & Thaichon, P. (2021). Digital content marketing as a catalyst for e-WOM in food tourism. Australasian Marketing Journal, 29(2), 142–154. https://doi.org/10.1016/j.ausmj.2020.01.001
Cano, J. A., Londoño-Pineda, A. A., Campo, E. A., & Fernández, S. A. (2023). Sustainable business models of e-marketplaces: An analysis from the consumer perspective. Journal of Open Innovation: Technology, Market, and Complexity, 9(3). https://doi.org/10.1016/j.joitmc.2023.100121
Chen, Z. F., & Cheng, Y. (2020). Consumer response to fake news about brands on social media: the effects of self-efficacy, media trust, and persuasion knowledge on brand trust. Journal of Product and Brand Management, 29(2), 188–198. https://doi.org/10.1108/JPBM-12-2018-2145
Choedon, T., & Lee, Y.-C. (2020). The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement: Empirical Evidence from Korean Cosmetic Firms. The Knowledge Management Society of Korea, 21(3), 141-160. https://doi.org/10.15813/kmr.2020.21.3.008
Dunteman, A. N., & Lee, S. Y. (2023). Consumer acceptance of reduced sodium white and multigrain bread: Impact of flavor enhancement and ingredient information on sample liking. Journal of Food Science, 88(1), 417–429. https://doi.org/10.1111/1750-3841.16395
Dwivedi, A., & McDonald, R. E. (2020). Examining the efficacy of brand social media communication: a consumer perspective. Journal of Marketing Theory and Practice, 28(4), 373–386. https://doi.org/10.1080/10696679.2020.1768870
Erpurini, W., & Janah, W. S. (2022). Pengaruh Kepuasan Transaksi Online Shopping dan Kepercayaan Konsumen Terhadap Sikap Konsumen E-commerce (Studi Kasus: Pembelian Produk Shopee.co.id pada Karyawan Borma Toserba Bandung). Jurnal EMT KITA, 6(2), 244–248. https://doi.org/10.35870/emt.v6i2.621
Fishman, J., Yang, C., & Mandell, D. (2021). Attitude theory and measurement in implementation science: a secondary review of empirical studies and opportunities for advancement. Implementation Science, 16(1). https://doi.org/10.1186/s13012-021-01153-9
Gutama, D.H., Umami, I., & Saputro, P. H. (2021). Analysis of the Effect of Website Sales Quality on Purchasing Decisions on e-commerce Websites. International Journal of Informatics and Information System, 4(1), 71–81. https://doi.org/10.47738/ijiis.v4i1.79
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis Eighth Edition. Cengage.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair Jr., J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer.
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). https://doi.org/10.1016/j.jjimei.2022.100102
Harun, A., Mahmud, M., Othman, B., Ali, R., & Ismael, D. (2020). Understanding experienced consumers towards repeat purchase of counterfeit products: The mediating effect of attitude. Management Science Letters, 10(1), 13–28. https://doi.org/10.5267/j.msl.2019.8.019
Hu, S., & Zhu, Z. (2022). Effects of Social media Usage on Consumers’ Purchase Intention in Social Commerce: A Cross-Cultural Empirical Analysis. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.837752
Kar, A. K., & Kushwaha, A. K. (2023). Facilitators and Barriers of Artificial Intelligence Adoption in Business – Insights from Opinions Using Big Data Analytics. Information Systems Frontiers, 25(4), 1351–1374. https://doi.org/10.1007/s10796-021-10219-4
Komalasari, F., Christianto, A., & Ganiarto, E. (2021). Factors Influencing Purchase Intention in Affecting Purchase Decision: A Study of E-commerce Customer in Greater Jakarta. Bisnis & Birokrasi: Jurnal Ilmu Administrasi Dan Organisasi, 28(1). https://doi.org/10.20476/jbb.v28i1.1290
Kothari, H., Choudhary, A., Jain, A., Singh, S., Prasad, K. D. V., & Vani, U. K. (2025). Impact of social media advertising on consumer behavior: role of credibility, perceived authenticity, and sustainability. Frontiers in Communication, 10. https://doi.org/10.3389/fcomm.2025.1595796
Ling, X., Shahzad, M. F., Abrar, Z. ul, & Khattak, J. K. (2021). Determinants of the Intention to Purchase Branded Meat: Mediation of Brand Trust. SAGE Open, 11(3). https://doi.org/10.1177/21582440211032669
Liu, L., Wang, Y., Fang, Z., & Wu, S. (2025). The Impact of Verbal and Visual Content on Consumer Engagement in Social media Marketing. Production and Operations Management, 34(11). https://doi.org/10.1177/10591478251349892
Manzoor, U., Baig, S.A., Hashim, M., & Sami, A. (2020). Impact of Social media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust. International Journal of Entrepreneurial Research, 3(2), 41–48. https://doi.org/10.31580/ijer.v3i2.1386
Meliana, H. (2024). Brand trust dan brand attitude sebagai mediator celebrity endorsement dan purchase intention studi pengguna e-commerce tiktok shop brand trust and brand attitude as mediators of celebrity endorsement and purchase intention user study e-commerce tiktok shop. Costing: Journal of Economic, Business and Accounting, 7(5), 5578–5594. https://doi.org/10.31539/costing.v7i6.12978
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. https://doi.org/10.1108/APJML-07-2019-0442
Murphy, B., Martini, M., Fedi, A., Loera, B. L., Elliott, C. T., & Dean, M. (2022). Consumer trust in organic food and organic certifications in four European countries. Food Control, 133. https://doi.org/10.1016/j.foodcont.2021.108484
Mustafa, S., Zhang, W., Shehzad, M. U., Anwar, A., & Rubakula, G. (2022). Does Health Consciousness Matter to Adopt New Technology? An Integrated Model of UTAUT2 With SEM-fsQCA Approach. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.836194
Mustaphi, B. M. (2024). Consumer Attitude and Its Implication on Marketing with Respect to Selected Brands. International Journal of Management (IJM), 15(1), 265–271. https://doi.org/10.17605/OSF.IO/VN8BZ
Ndhlovu, T., & Maree, T. (2024). The central role of consumer–brand engagement in product and service brand contexts. Journal of Marketing Analytics, 12(4), 944–961. https://doi.org/10.1057/s41270-023-00241-7
Olsen, S. O., Skallerud, K., & Heide, M. (2021). Consumers’ evaluation and intention to buy traditional seafood: The role of vintage, uniqueness, nostalgia and involvement in luxury. Appetite, 157. https://doi.org/10.1016/j.appet.2020.104994
Omar, N. A., Lahath, A., Astuti, R. D., Jamaludin, N. A., & Alam, S. S. (2023a). The Mediating Role of Attitude in the Relationship Between the Extrinsic and Intrinsic Attributes of Japanese Frozen Foods and Consumers’ Intention to Purchase Them: Evidence from Malaysia. The South East Asian Journal of Management, 17(1), 98–129. https://doi.org/10.21002/seam.v17i1.1312
Omar, N. A., Lahath, A., Astuti, R. D., Jamaludin, N. A., & Alam, S. S. (2023b). The Mediating Role of Attitude in the Relationship Between the Extrinsic and Intrinsic Attributes of Japanese Frozen Foods and Consumers’ Intention to Purchase Them: Evidence from Malaysia. The South East Asian Journal of Management, 17(1), 98–129. https://doi.org/10.21002/seam.v17i1.1312
Pakpahan, A. K., & Sembiring, R. J. (2022). Faktor Determinan Trust, Attitiude dan Perceived Consumer Effectiveness terhadap Purchase Intention pada Green Fast Fashion di Indonesia. Jurnal Syntax Admiration, 3(11), 1425–1435. https://doi.org/10.46799/jsa.v3i11.498
Park, J., Hyun, H., & Thavisay, T. (2021). A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention. Journal of Retailing and Consumer Services, 58. https://doi.org/10.1016/j.jretconser.2020.102272
Photcharoen, C., Chung, R., & Sann, R. (2020). Modelling Theory of Planned Behavior on Health Concern and Health Knowledge towards Purchase Intention on Organic Products. International Business Research, 13(8), 100. https://doi.org/10.5539/ibr.v13n8p100
Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: the role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823–843. https://doi.org/10.1080/13683500.2021.1895729
Prasetyo, R. A., Siregar, A. R., & Phuc, T. H. (2025). The Mediating Role of Brand Trust in the Relationship between Social media Marketing and Purchase Intention. Journal of Economics and Management, 3(3), 85–94. https://doi.org/10.70716/ecoma.v3i3.319
Purwianti, L., Yulianto, E., & Nancy. (2024). The Influence of Social Presence on Purchase Intention in Social Commerce: The Mediating Roles of Trust and Attitude. International Journal of Applied Research in Business and Management, 5(2). https://doi.org/10.51137/wrp.ijarbm.2024.lpts.45613
Puspaningrum, A. (2020). Social media Marketing and Brand Loyalty: The Role of Brand Trust. Journal of Asian Finance, Economics and Business, 7(12), 951–958. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951
Putri, A. M. P., & Anggarawati, S. (2022). Role of Brand Trust As Mediator In Social media Marketing Relationships And Purchase Intentions. Managament Insight: Jurnal Ilmiah Manajemen, 17(2), 217–232. https://doi.org/10.33369/insight.17.2.217-232
Raj, R., & Kumar, V. (2025). Relating the strategic role of marketing orientation in organizational TQM performance. Benchmarking, 1–25. https://doi.org/10.1108/BIJ-08-2023-0567
Ramadhani, J. Y., & Prasasti, A. (2023). Brand Trust Capacity in Mediating Social media Marketing Activities and Purchase Intention: A Case of a Local Brand That Go-Global During Pandemic. Indonesian Journal of Business and Entrepreneurship. https://doi.org/10.17358/ijbe.9.1.81
Ramandini, N., Oktawandari, H. H., & Batu, K. L. (2025). Influence of Social media on Sustainable Purchasing Behavior: A Systematic Literature Review. Economic and Business Horizon, 04(02), 385–392. https://doi.org/10.54518/ebh.4.2.2025.682
Ramli, A. H., Aristawidya, A. N., & Mesina, J. R. O. (2025). The Effect of Social media Marketing Activities and Price Perception on Brand Trust, Brand Image, and Purchase Intention. Jurnal Ilmiah Manajemen Kesatuan, 13(2), 913–930. https://doi.org/10.37641/jimkes.v13i2.3152
Ross, S. M. (2025). @Brand-to-@brand: the value co-creating impact of social media interactions on consumer–brand evaluations. Journal of Research in Interactive Marketing, 19(2), 183–200. https://doi.org/10.1108/JRIM-06-2023-0183
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Sarin, N., & Sharma, P. (2023). Influence of Social media Marketing on Brand Consciousness, Brand Trust and Purchase Intention with Reference to Fast Fashion Industry. IUP Journal of Marketing Management, 22(1), 31. https://iupindia.in/ViewArticleDetails.asp?ArticleID=623
Shamsudin, M. F., Hassan, S., Ishak, M. F., & Ahmad, Z. (2020). Study of purchase intention towards skin care products based on brand awareness and brand association. Journal of Critical Reviews, 7(16), 990–996. https://doi.org/10.31838/jcr.07.16.127
Shkeer, A. S., Sharabati, A. A. A., Samarah, T., Alqurneh, M. I. M., & Ali, A. A. A. (2024). The influence of social media content marketing on consumer engagement: A mediating of the role of consumer cognition. International Journal of Data and Network Science, 8(4), 2423–2434. https://doi.org/10.5267/j.ijdns.2024.5.015
Singh, S., Chaubey, D. S., Raj, R., Kumar, V., Paliwal, M., & Mahlawat, S. (2024). Social media communication, consumer attitude and purchase intention in lifestyle category products: a PLS-SEM modeling. Marketing Intelligence and Planning. https://doi.org/10.1108/MIP-11-2023-0626
Sukma, R. P., Kristiadi, A. A., & Nugroho, S. D. (2024). The Impact of Brand Image, Perceived Price and Social media on Purchase Intention: The Role of Brand Trust as a Mediator. JDM (Jurnal Dinamika Manajemen), 15(2), 192–205. https://doi.org/10.15294/jdm.v15i2.966
Sun, Y., Huang, Y., Fang, X., & Yan, F. (2022). The Purchase Intention for Agricultural Products of Regional Public Brands: Examining the Influences of Awareness, Perceived Quality, and Brand Trust. Mathematical Problems in Engineering, 2022. https://doi.org/10.1155/2022/4991059
Tajfel, H. (1979). Individuals and groups in social psychology. British Journal of Social and Clinical Psychology, 18(2), 183–190. https://doi.org/10.1111/j.2044-8260.1979.tb00324.x
Taufik, M., & Asih, D. (2024). Mediating Effect of Consumer Attitude Variables on the Influence of Store Atmosphere, Brand Awareness, and Product Variety on Purchase Intentions. International Journal of Indonesian Business Review, 3(2), 62–80. https://doi.org/10.54099/ijibr.v3i2.844
Teangsompong, T., & Sawangproh, W. (2024). Understanding online purchase intention of plant-based foods: Exploring causal factors and moderating role of self-efficacy within the SOR theory. Heliyon, 10(10). https://doi.org/10.1016/j.heliyon.2024.e30785
Wang, C., Liu, T., Zhu, Y., Wang, H., Wang, X., & Zhao, S. (2023). The influence of consumer perception on purchase intention: Evidence from cross-border E-commerce platforms. Heliyon, 9(11). https://doi.org/10.1016/j.heliyon.2023.e21617
Wardani, A. S. (2024). Pasar Smartphone Indonesia Tumbuh 3,8 Persen, Total Penjualan Capai Rp 48,9 Triliun. Retrieved from LIPUTAN6: https://www.liputan6.com/tekno/read/5693959/pasar-smartphone-indonesia-tumbuh-38-persen-total-penjualan-capai-rp-489-triliun
Wearesocial. (2025). Digital 2025. Retrieved from Wearesocial: https://wearesocial.com/id/blog/2025/02/digital-2025/
Widiawati, K., Wiladiyah, L., & Winata, S. D. (2025). Motivation and Consumer’s Attitude Mediate the Effect of Social media toward Purchase Decisions on Generation Z via Market Place. Quantitative Economics and Management Studies, 6(4), 592-603. https://doi.org/10.35877/454RI.qems4004
Yousaf, M. F., Choo, K. A., & Yusof, M. H. M. (2023). Social media Interactive Advertising and Purchase Intention of the UAE Customers: An Empirical Analysis. Sains Malaysiana, 52(8), 2237–2250. https://doi.org/10.17576/jsm-2023-5208-06
Yuceer, B., Sarkbay, O. F., & Basal, M. (2024). The Effect of Consumer Attitude on the Effect of Social media Marketing on Hospital Promotion Activities through Content Marketing. Open Journal of Social Sciences, 12(02), 375–391. https://doi.org/10.4236/jss.2024.122021
Zhang, X., Ji, X., Cao, P., & Xiao, Q. (2026). Storytelling through images: understanding the persuasive effectiveness of social media influencers’ visual narratives. Journal of Business Research, 207, 116003. https://doi.org/10.1016/j.jbusres.2026.116003
Zhao, J., & Zhu, C. (2023). Modeling and Quantifying the Impact of Personified Communication on Purchase Behavior in Social Commerce. Behavioral Sciences, 13(8). https://doi.org/10.3390/bs13080627
Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer’s perspective. Journal of Retailing and Consumer Services, 68(2022), 103015. https://doi.org/10.1016/j.jretconser.2022.103015
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Millenia Syafitri, Yolanda Masnita, Kurniawati Kurniawati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
The author(s) retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a CC BY-SA 4.0 license that allows others to remix, adapt, and build upon the work even for commercial purposes, as long as they credit the author(s) and license their new creations under the identical terms.
License details: https://creativecommons.org/licenses/by-sa/4.0/
Most read articles by the same author(s)
- Erika Putri Wulandari, Steffen Hasta, Yolanda Masnita, Husna Leila Yusran, Purchase intention to virtual influencer marketing: Social presence theory highlights authenticity over influencer type , Journal of Management and Digital Business: Vol. 6 No. 1 (2026): Journal of Management and Digital Business
