Abimayu, Prawira (2026) Pengaruh Social Media Marketing Terhadap Purchase Decision Mie Endess Melalui Brand Trust Sebagai Mediasi Pada Konsumen Generasi Z Di Kabupaten Bangkalan. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research is motivated by the increasing use of social media by Generation Z as a means of seeking product information, which also influences purchasing decision-making patterns, particularly in the food and beverage sector. One of the MSMEs targeted in this study is Mie Endess, which operates in Bangkalan Regency and has implemented a Social Media Marketing (SMM) strategy to reach young consumers. However, the effectiveness of this strategy in driving purchasing decisions is still considered dependent on the extent to which brand trust can be established. This research was conducted with the aim of examining the influence of social media marketing on consumer purchase decisions, with brand trust as a mediating variable. The study employed quantitative research, where the sample was determined using purposive sampling. Questionnaires were distributed online to collect data, and the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method was used to analyze the collected data. The research findings show that Purchase Decision receives a significant positive impact from Social Media Marketing (t-statistic > 1.96), and Brand Trust receives a significant impact from Social Media Marketing. Furthermore, Purchase Decision is also proven to receive a positive impact from Brand Trust and the relationship between Social Media Marketing and Purchase Decision can be significantly mediated by Brand Trust. These findings strengthen the role of social media as an effective marketing tool, while emphasizing the importance of building brand trust in creating loyalty and purchasing decisions among Generation Z.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Prawira Ab Prawira Prawira Abimanyu | ||||||||
| Date Deposited: | 03 Mar 2026 02:43 | ||||||||
| Last Modified: | 03 Mar 2026 02:43 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/50061 |
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