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Mahbub, M. R., Rini, E. S., & Absah, Y. (2024). The Effect of Social Media Promotion and Online Consumer Reviews on Purchas Decisions with Mediation of Consumer Trust on Coffee Shop Tentang Kopi Medan. KnE Social Sciences, 9(21), 165–174. https://doi.org/10.18502/kss.v9i21.16680

https://doi.org/10.18502/kss.v9i21.16680

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authors

  • Moehammad Rizki Mahbub

    Moehammad Rizki Mahbub

    Faculty of Economics and Business, Universitas Sumatera Utara
    https://orcid.org/0009-0004-9283-3655
  • Endang Sulistya Rini

    Endang Sulistya Rini

    Faculty of Economics and Business, Universitas Sumatera Utara
  • Yeni Absah

    Yeni Absah

    Faculty of Economics and Business, Universitas Sumatera Utara

Published Date

  • Jul 31, 2024

The Effect of Social Media Promotion and Online Consumer Reviews on Purchas Decisions with Mediation of Consumer Trust on Coffee Shop Tentang Kopi Medan

KnE Social Sciences / The 3rd International Conference on Business, Economics, and Sustainability Science (BESS 2023) / Pages 165–174

Abstract

Through customer trust as an intervening variable in coffee shops regarding coffee, this study intends to evaluate and assess the direct and indirect effects of social media marketing and online consumer evaluations on purchase decisions. Associative research is the study of associations. Primary data were used for this research, Although this is not a limit to the study’s population, up to 125 samples could have been collected inadvertently. The data analysis method used is called path analysis. The analysis of the data was done via SPSS. The study’s conclusions show that social media marketing affects consumer trust directly, favorably, and significantly, whereas online customer reviews and social media promotion have an analogous impact.


Keywords: social media promotion, online consumer review, consumer trust, purchase intention

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