Pengaruh Video Review Instagram Yang Dimediasi Kepercayaan Terhadap Keputusan Pembelian Konsumen Bebek Carok Cabang Manyar Surabaya

Putri, Latifa Eka (2026) Pengaruh Video Review Instagram Yang Dimediasi Kepercayaan Terhadap Keputusan Pembelian Konsumen Bebek Carok Cabang Manyar Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to analyze the effect of Instagram video reviews on consumer purchase decisions, both directly and indirectly through consumer trust at Bebek Carok Manyar Branch, Surabaya. The study involved 55 respondents and employed a quantitative approach using an accidental sampling technique and the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results indicate that Instagram video reviews have a positive and significant effect on consumer trust and purchase decisions. Consumer trust also has a positive and significant effect on purchase decisions and partially mediates the effect of Instagram video reviews on purchase decisions. The R² value of 0.552 indicates that 55.2% of the variation in consumer trust can be explained by video reviews, while the R² value of 0.626 indicates that 62.6% of the variation in purchase decisions can be explained by video reviews and consumer trust. Therefore, efforts to improve consumer purchase decisions should focus on optimizing the consistency of Instagram video reviews, particularly in terms of visual attractiveness, information clarity, interactivity, and content credibility. Keywords: Instagram video reviews, consumer trust, purchase decisions, digital marketing, SEM-PLS.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Setyadi, Taufik	20119660830250	taufiksetyadi.agri@upnjatim.ac.id
Thesis advisor	Setiawan, Risqi Firdaus	21119960607278	risqi.f.agribis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture

Depositing User:

latifa eka putri

Date Deposited:

04 Aug 2026 02:34

Last Modified:

04 Aug 2026 02:34

URI:

https://repository.upnjatim.ac.id/id/eprint/58388