The Influence of Digital Marketing and Consumer Trust on Purchasing Decisions through Purchase Intention as an Intervening Variable

Authors

  • Ahmad Musseng Sekolah Tinggi Ilmu Ekonomi YPUP Makassar
  • Daryanti Sekolah Tinggi Ilmu Ekonomi YPUP Makassar
  • Asriyana Sekolah Tinggi Ilmu Ekonomi YPUP Makassar

DOI:

https://doi.org/10.55927/ijbae.v5i3.34

Keywords:

Digital Marketing, Consumer Trust, Purchase Intention, Purchase Decision

Abstract

This study aims to examine the effect of digital marketing and consumer trust on purchase decisions through purchase intention as an intervening variable. The research was conducted among consumers in Makassar City who have experience in online shopping. This study employed a quantitative approach using a purposive sampling technique with a total of 100 respondents. Data were collected through questionnaires using a Likert scale and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS).

The results indicate that digital marketing and consumer trust have a positive and significant effect on purchase decisions. In addition, purchase intention is found to have the strongest influence on purchase decisions. The findings also reveal that purchase intention significantly mediates the relationship between digital marketing and consumer trust on purchase decisions, indicating partial mediation.

Overall, this study highlights the importance of integrating effective digital marketing strategies with efforts to build consumer trust in order to enhance purchase intention and ultimately drive purchase decisions.

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Published

2026-06-04

Issue

Vol. 5 No. 3 (2026): May 2026

Section

Articles

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Copyright (c) 2026 Ahmad Musseng, Daryanti, Asriyana

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This work is licensed under a Creative Commons Attribution 4.0 International License.