Peran Brand Trust dalam Memediasi Pengaruh Digital Marketing dan Online Review terhadap Purchase Decision

Amanda Ridza Pratiwi; Rahadyan Tajuddien

doi:10.55606/jubima.v4i2.4517

Authors

Amanda Ridza Pratiwi Universitas Pamulang
Rahadyan Tajuddien Universitas Pamulang

DOI:

https://doi.org/10.55606/jubima.v4i2.4517

Keywords:

Brand Trust, Digital Marketing, Elaine Florist, Online Review, Purchase Decision

Abstract

The use of digital media has changed consumer behavior patterns in looking for commodity references to determine transaction decisions. In the context of florist business, consumers not only consider virtual promotional materials, but also pay attention to public reviews and the level of trust in brand identity before making payments. This study aims to analyze the influence of digital marketing and online reviews on purchase decisions, with brand trust as a mediating variable in Elaine Florist customers. The research method uses a causal associative quantitative approach by collecting primary data through questionnaires to 100 respondents. Data analysis was carried out using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method with SmartPLS 4 software. The results showed that digital marketing had a positive and significant effect on brand trust (original sample = 0.402; T-statistic = 6.566; P-value = 0.000) and purchase decision (original sample = 0.415; T-statistic = 6.198; P-value = 0.000). Similarly, online reviews had a positive and significant effect on brand trust (original sample = 0.517; T-statistic = 7.844; P-value = 0.000) and purchase decision (original sample = 0.566; T-statistic = 8.398; P-value = 0.000). Furthermore, brand trust has been proven to mediate the relationship between these two variables and purchasing decisions. These findings underscore the importance of digital campaign strategy, consumer review management, and brand reputation maintenance in continuously increasing sales conversions.

References

Amalia, I., Lutfi, L., & Nurhayati, E. (2025). Peran brand trust dalam memediasi pengaruh online customer review dan brand image terhadap purchase decision: Studi kasus pada hand & body lotion Marina di Kota Tangerang. Jurnal Ilmiah Manajemen Dan Kewirausahaan, 5(2), 55–63.

Azizah, N., Oesman, I. F., Ramdan, A. T. M., & Prasetiyo, W. G. (2026). Pengaruh online customer review terhadap keputusan pembelian online melalui e-trust pada produk Viva Cosmetics (Gen Z Kota Bandung): Penelitian. Jurnal Pengabdian Masyarakat Dan Riset Pendidikan, 4(3), 19206–19212. https://doi.org/10.31004/jerkin.v4i3.5275

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson.

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice. Pearson Education.

Chandra, M. N., & Ekawati, S. (2024). Pengaruh customer review dan brand trust terhadap purchase intention Nature Republic e-commerce Sociolla. Jurnal Manajerial Dan Kewirausahaan, 6(4), 983–991. https://doi.org/10.24912/jmk.v6i4.32743

Daft, R. L. (2021). Management (14th ed.). Cengage Learning.

Dewi, I. P., Juleha, S., Abidin, M. Z., & Yusuf. (2024). The influence of online customer review and digital marketing on online purchasing decision with brand trust as intervening variable. Indonesian Journal of Business Analytics, 4(3), 1061–1076. https://doi.org/10.55927/ijba.v4i3.9281

Griffin, R. W. (2021). Management (13th ed.). Cengage Learning.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publications.

Januar, M. F., Kurniawan, S., & Ismaniar, I. (2025). The impact of customer reviews on brand trust and consumer purchase decisions on e-commerce platforms. Journal of Applied Digital Business and Management, 2(2), 34–38. https://doi.org/10.71266/th5fc322

Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006

Kotler, P., Keller, K., Brady, M., Goodman, M., & Hansen, T. (2022). Marketing Management. Pearson. https://books.google.co.id/books?id=_-2hDwAAQBAJ

Lau, G. T., & Lee, S. H. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4, 341–370. https://doi.org/10.1023/A:1009886520142

Lyon-Del Carpio, P. del P., Rivas-Villena, J. A., & Salazar-Mendoza, H. (2025). Impact of electronic word of mouth (e-WOM) on online purchasing decisions: A systematic review in business contexts. Revista InveCom, 5(3), e050312. https://doi.org/10.5281/zenodo.14051441

Mahmud, M., Putra, F. I. F. S., & Anggraeni, R. (2022). E-trust and purchase decisions: Role of online customer review and online customer rating. IAR Journal of Business Management, 3(2), 1–10. https://doi.org/10.47310/iarjbm.2022.v03i02.009

Munawaroh, E., & Rianto. (2022). Brand trust and customer loyalty in service companies health. Jurnal Ekonomi Dan Bisnis Airlangga, 32(1), 93–102. https://doi.org/10.20473/jeba.V32I12022.93

Putri, P. M., & Marlien, R. A. (2022). Pengaruh digital marketing terhadap keputusan pembelian online. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 25–36. https://doi.org/10.36778/jesya.v5i1.510

Robbins, S. P., & Coulter, M. (2021). Management (15th ed.). Pearson.

Rosada, A., & Setiawan, W. (2025). Peran brand trust pada pengaruh online customer review dan perceived value terhadap purchase intention. Jurnal Ilmiah Manajemen, Ekonomi Dan Akuntansi, 5(3), 384–395. https://doi.org/10.55606/jurimea.v5i3.1519

Sahoo, S., & Raghu, Y. (2023). Digital marketing strategies used by novice entrepreneurs in promoting their business: A study in Bangalore. SJCC Management Research Review, 13(2), 103–119.

Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer Behavior (11th ed.). Pearson.

Sianipar, F. A. H., & Yoestini. (2021). Analisis Pengaruh Customer Review dan Customer Rating Terhadap Keputusan Pembelian Produk di Online Marketplace (Studi Pada Mahasiswa Pengguna Tokopedia di Kota Semarang). Diponegoro Journal of Management, 10(1).

Tjiptono, F. (2019). Strategi Pemasaran Prinsip & Penerapan (1st ed.). Andy.