The effect of social media engagement and product quality on purchase decisions with brand trust as an intervening variable

Muhammad Adlian Kautsar; Christina Dewi  Wulandari; Poso  Nugroho; Tri  Damayanti

doi:10.55942/pssj.v5i11.899

Authors

Muhammad Adlian Kautsar Universitas Gunadarma
Christina Dewi Wulandari Universitas Gunadarma
Poso Nugroho Universitas Gunadarma
Tri Damayanti Universitas Gunadarma

DOI:

https://doi.org/10.55942/pssj.v5i11.899

Keywords:

Brand Trust, Product Quality, Purchase Decision, Social Media Engagement

Abstract

The energy industry, particularly the fuel sector, plays a vital role in supporting Indonesia's economy. Factors such as social media engagement, product quality, and brand trust influence consumers’ purchasing decisions. This study aimed to analyze the direct and indirect effects of social media engagement variables and product quality on purchasing decisions, with brand trust as an intervening variable for PT Shell Indonesia products. The analysis method in this study uses quantitative primary data, and the test stages carried out are the convergent validity, discriminant validity, reliability, R-square, goodness of fit, and path coefficient tests. The data used in this study were collected using a questionnaire instrument, and the valid data collected were from 120 respondents. The sampling method in this study was non-probability sampling with a purposive sampling technique. The testing tool used was Smart PLS. The results showed that Social Media Engagement and Product Quality variables had a direct and indirect effect on Brand Trust and Purchase Decision variables. However, Brand Trust had no direct effect on the Purchasing Decision variable.

Author Biographies

Muhammad Adlian Kautsar, Universitas Gunadarma

Muhammad Adlian Kautsar is affiliated with University of Gunadarma.

Christina Dewi Wulandari, Universitas Gunadarma

Christina Dewi Wulandari is affiliated with University of Gunadarma.

Poso Nugroho, Universitas Gunadarma

Poso Nugroho is affiliated with University of Gunadarma.

Tri Damayanti, Universitas Gunadarma

Tri Damayanti is affiliated with University of Gunadarma.

References

Aghitsni, W. I., & Busyra, N. (2022). Pengaruh kualitas produk terhadap keputusan pembelian kendaraan bermotor di Kota Bogor. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 38-51. https://doi.org/10.31955/mea.v6i3.2271

Aprelyani, S., Ali, H., & Hadita, H. (2024). Pengaruh harga, kualitas produk dan minat beli produk skincare Somethinc terhadap keputusan pembelian di e-commerce Shopee pada generasi Z. Jurnal Manajemen dan Pemasaran Digital, 2(3), 163-173. https://doi.org/10.38035/jmpd.v2i3.177

Arianty, N., & Andira, A. (2021). Pengaruh brand image dan brand awareness terhadap keputusan pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39-50. DOI: https://doi.org/10.30596/maneggio.v4i1.6766

Asy’ari, A. H. (2021). Pengaruh kualitas produk, price fairness, citra merek, dan kepercayaan merek terhadap kepuasan pelanggan handphone merek Samsung di Banjarmasin. Jurnal Komunikasi Bisnis dan Manajemen, 8(1). http://dx.doi.org/10.31602/al-kalam.v8i1.4154

Chandra, J. R., Adiwijaya, M., & Jaolis, F. (2023). Pengaruh customer experiences dan brand trust terhadap repurchase intention dengan moderasi sales promotion pada SPBU Shell Surabaya. Jurnal Manajemen Pemasaran, 17(1), 41–52. https://doi.org/10.9744/jmp.17.1.41-52

Fadillah, F., Suhud, U., & Wibowo, S. F. (2025). Analysis of Consumer Behavior and Purchase Decisions in the Phenomenon of Pertamax Fuel Adulteration: A Case Study on the Shift to Shell Fuel in Urban Areas of Indonesia. Greenation International Journal of Economics and Accounting, 3(1), 84-92. https://doi.org/10.38035/gijea.v3i1.372

Harjadi, D., & Arraniri, I. (2021). Experiential marketing & kualitas produk dalam kepuasan pelanggan generasi milenial.

Khasanah, S. H., Ariani, N., & Argo, J. G. (2021). Analisis citra merek, kepercayaan merek, dan kepuasan merek terhadap loyalitas merek. KORELASI: Konferensi Riset Nasional Ekonomi, Manajemen, dan Akuntansi, 2, 394–411. https://conference.upnvj.ac.id/index.php/korelasi/article/view/1191

Khusniah, R., & Astuti, E. S. (2024). How Social Media Impacts on Customer Brand Engagement, Brand Trust and Brand Loyalty. Profit: Jurnal Adminsitrasi Bisnis, 18(1), 16-29. https://doi.org/10.21776/ub.profit.2024.018.01.2

Lela, C., Kharimah, K., Hilmi, M., Muzdhalifah, M., & Pratama, G. (2023). Analisis dampak penggunaan internet terhadap pertumbuhan ekonomi. https://doi.org/10.29103/jaie.v2i2.14562

Mahira, P., Hadi, P., & Nastiti, H. (2021). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan IndiHome. Konferensi Riset Nasional Ekonomi, Manajemen, dan Akuntansi, 2, 1267–1283. https://conference.upnvj.ac.id/index.php/korelasi/article/view/1233

Purba, M. J., Sinurat, S. N., & Panjaitan, M. (2025). Pengaruh Digital Marketing, Social Media Engagement Dan Customer Trust Terhadap Keputusan Pembelian Smartphone Vivo. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 168–174. https://doi.org/10.31004/riggs.v4i4.3373

Rembet, J. E., Mandey, S. L., & Loindong, S. S. (2024). Pengaruh Social Media Engagement Dan Motivasi Belanja Hedonis Terhadap Impulse Buying Dengan Brand Love Sebagai Variabel Mediasi Pada Pakaian Import Bangkok Di Platform Facebook. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 12(03), 1511-1522. https://doi.org/10.35794/emba.v12i03.58340

Yulita, R. (2021). Pengaruh kualitas produk dan positioning terhadap keputusan pembelian melalui kepercayaan merek sebagai variabel intervening. Insight Management Journal, 1(3), 95–105. https://doi.org/10.47065/imj.v1i3.77