Proceedings of the 2nd International Conference on Contemporary Risk Studies, ICONIC-RS 2023, 21-22 September 2023, Bali, Indonesia

Research Article

The Effect of Social Media Promotion and Brand Image on Purchasing Decision with Mediation of Consumer Trust on Sengkayu Coffee Eatery Medan

Download30 downloads
  • @INPROCEEDINGS{10.4108/eai.21-9-2023.2345664,
        author={Debrina  Puspita and Paham  Ginting and Beby Karina Fawzeea  Sembiring},
        title={The Effect of Social Media Promotion and Brand Image on Purchasing Decision with Mediation of Consumer Trust on Sengkayu Coffee Eatery Medan},
        proceedings={Proceedings of the 2nd International Conference on Contemporary Risk Studies, ICONIC-RS 2023, 21-22 September 2023, Bali, Indonesia},
        publisher={EAI},
        proceedings_a={ICONIC-RS},
        year={2024},
        month={6},
        keywords={social media promotion brand image consumer trust purchase intention},
        doi={10.4108/eai.21-9-2023.2345664}
    }
    
  • Debrina Puspita
    Paham Ginting
    Beby Karina Fawzeea Sembiring
    Year: 2024
    The Effect of Social Media Promotion and Brand Image on Purchasing Decision with Mediation of Consumer Trust on Sengkayu Coffee Eatery Medan
    ICONIC-RS
    EAI
    DOI: 10.4108/eai.21-9-2023.2345664
Debrina Puspita1,*, Paham Ginting1, Beby Karina Fawzeea Sembiring1
  • 1: Sumatera Utara University
*Contact email: puspitadebrina@gmail.com

Abstract

This study aims to determine and analyze the direct and indirect effect of social media promotion and brand image on purchasing decisions through consumer trust as an intervening variable in Sengkayu Coffee Eatery. This type of research is associative research. The kind of data used is primary data. The population in this study is infinite, with an accidental sampling technique of 125 samples. The data analysis method used is path analysis. Data analysis was carried out via SPSS. The results show that social media promotion and brand image affect consumer trust and purchasing decisions; it is hoped that the coffee shop will be able to maintain price stability. Promoting the coffee consumers' desire in the coffee shop can provide trust so consumers can make the right purchase decisions.