Purchase Decision Berbasis Theory of Planned Behavior: Peran Mediasi Brand Trust pada Produk Hotto
DOI:
https://doi.org/10.55606/jimas.v5i3.2835Keywords:
Brand Image, Brand Trust, Influencer Marketing, Purchase Decision, Theory of Planned BehaviorAbstract
This study examines the influence of influencer marketing and brand image on purchase decisions, with brand trust serving as a mediating variable among Hotto consumers in DKI Jakarta. The research is based on the Theory of Planned Behavior (TPB), which explains that consumer behavior is influenced by attitudes, subjective norms, and perceived behavioral control. A quantitative approach was employed using a purposive sampling technique, resulting in 237 respondents who had purchased Hotto products. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The findings reveal that influencer marketing and brand image have positive and significant effects on brand trust as well as purchase decisions. In addition, brand trust significantly influences purchase decisions and mediates the relationship between influencer marketing and purchase decisions, as well as between brand image and purchase decisions. These findings suggest that strengthening influencer marketing strategies and maintaining a positive brand image can enhance consumer trust, thereby encouraging stronger purchase decisions. The study provides practical implications for companies in developing effective marketing strategies to improve consumer trust and purchasing behavior.
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