The Influence of Brand Image, Brand Awareness, and Brand Trust on Purchase Decisions Moderated by Social Media Use at CV Produksi Median Percetakan
Abstract
This study examines the influence of brand image, brand awareness, and brand trust on purchase decisions, with social media use as a moderating variable in the printing industry. The research aims to analyze the direct and moderating effects of these variables on consumers of CV Produksi Median Percetakan. A quantitative approach with causal associative design was applied using SEM-PLS and SmartPLS 4.0 on 96 respondents selected through purposive sampling. The results show that brand awareness and brand trust significantly influence purchase decisions, while brand image and social media moderation are not significant. The findings highlight the importance of trust and awareness in strengthening consumer purchasing decisions.
Fields of Study & Subjects
Consumer Behavior and Marketing Influence
Consumer Behavior in Brand Consumption and Identification
Digital Marketing and Social Media
Publication details
- Journal / source
- JURNAL MANAJEMEN MOTIVASI
- Volume
- 22
- Issue
- 1
- Pages
- 1843–1855
- Publication date
- 4 March 2026
- Language
- EN