Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)

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The Role of Trust in Shopping Online in Mediating the influence of Social Media Marketing on Purchase Intention

Authors
Aekram Faisal1, Ellyana Amran1, *, Iwan Ekawanto1
1Universitas Trisakti, Faculty of Economics and Business, Jl. Kyai Tapa No. 1, Grogol, Jakarta, Indonesia
*Corresponding author. Email: ellyana_amran@trisakti.ac.id
Corresponding Author
Ellyana Amran
Available Online 10 January 2024.
DOI
10.2991/978-94-6463-350-4_21How to use a DOI?
Keywords
Purchase intention; social media marketing; trust in online shopping
Abstract

Social media are one of the activities the general public frequently engages in, including in Indonesia. In recent years, social media have been used not only for social contact but also for corporate management. Furthermore, with the entire world confronting the 19 pandemic and most governments making decisions to close some physical sites utilized to conduct enterprises, entrepreneurs are attempting to optimize digital media and social media as a marketing plan. The purpose of this research is to determine the function of social media marketing in developing trust in online shopping and purchase intention, as well as the role of trust in online shopping as a mediating variable. The Structural Equation Modeling (SEM) method is used in this study, which included 117 respondents who have been active social media users in Indonesia for at least two years and have purchased products advertised on social media. According to the findings, social media marketing efforts favorably increase trust in online purchases. Furthermore, trust in online buying has a good effect on mitigating the impact of social media marketing efforts on purchase intention.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
10 January 2024
ISBN
10.2991/978-94-6463-350-4_21
ISSN
2352-5428
DOI
10.2991/978-94-6463-350-4_21How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Aekram Faisal
AU  - Ellyana Amran
AU  - Iwan Ekawanto
PY  - 2024
DA  - 2024/01/10
TI  - The Role of Trust in Shopping Online in Mediating the influence of Social Media Marketing on Purchase Intention
BT  - Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
PB  - Atlantis Press
SP  - 216
EP  - 226
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-350-4_21
DO  - 10.2991/978-94-6463-350-4_21
ID  - Faisal2024
ER  -