The Influence of Social Media Marketing and Price on Purchase Decision and Repurchase Intention Through Brand Trust Among E-Commerce Consumers in Indonesia
Article Sidebar
Published:
Dec 17, 2025
Keywords:
Social Media marketing,
Price,
Brand Trust,
Purchase Decision,
Repurchase Decision,
Consumer Behavior,
E-Commerce
Main Article Content
Abstract
The rapid development of e-commerce platforms in Indonesia has transformed consumer purchasing behavior, making social media marketing and price two of the most influential factors in shaping online consumer decisions. This study aims to examine the effect of social media marketing and price on purchase decision and repurchase intention, with brand trust as a mediating variable. Previous research highlights that social media marketing activities such as influencer credibility, content authenticity, informativeness, and interactivity play a crucial role in shaping consumer trust and purchase decision in digital environments. Price perception also significantly determines consumer value assessment and willingness to buy. Brand trust emerges as a key mediator that strengthens consumer confidence, reduces perceived risk, and increases both initial purchase decision and repurchase intention. Using a conceptual model grounded in empirical findings, this study proposes that social media marketing and price positively influence brand trust, which subsequently affects both purchase decision and repurchase intention. This study provides theoretical contributions to consumer behavior research and practical implications for e-commerce marketers in optimizing marketing strategies to enhance customer loyalty.
Article Details
Section
Articles
References
Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self‐presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008
Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7/8), 910–925. https://doi.org/10.1108/03090560510601833
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chinomona, R., & Maziriri, E. T. (2017). The influence of brand trust and brand loyalty on purchase intention: Evidence from young consumers in Zimbabwe. Journal of Business and Retail Management Research, 11(1), 1–12.
Gao, L., Ferns, B. H., & Jiang, L. (2020). Consumer responses to product information in online retailing: The moderating role of perceived authenticity. Journal of Retailing and Consumer Services, 54, 102022. https://doi.org/10.1016/j.jretconser.2020.102022
Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725–737. https://doi.org/10.1016/S0305-0483(00)00021-9
Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical environment on customer satisfaction and loyalty. International Journal of Hospitality Management, 63, 18–29. https://doi.org/10.1016/j.ijhm.2017.01.001
Hasan, M. R., Lowe, B., & Petrovici, D. A. (2020). Consumer trust in AI-powered voice assistants: The role of perceived privacy and transparency. Computers in Human Behavior, 108, 106–331. https://doi.org/10.1016/j.chb.2020.106331
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800. https://doi.org/10.1108/03090560310495456
Jin, S.-A. A., & Ryu, E. (2020). The paradox of influencer credibility: The moderating role of parasocial interaction. Computers in Human Behavior, 105, 106–226. https://doi.org/10.1016/j.chb.2019.106226
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce. Decision Support Systems, 44(2), 544–564. https://doi.org/10.1016/j.dss.2007.07.001
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Pitardi, V., & Marriott, H. R. (2021). Alexa, she’s not human but… Unveiling the drivers of consumers’ trust in voice-based artificial intelligence. Psychology & Marketing, 38(4), 626–642. https://doi.org/10.1002/mar.21457
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Shareef, M. A., Mukerji, B., Alryalat, M. A. A., Wright, A., & Dwivedi, Y. K. (2021). Advertisements on Facebook: Identifying the persuasive elements in digital content. Information Technology & People, 34(5), 1655–1683. https://doi.org/10.1108/ITP-04-2019-0178
Wang, X., Yu, C., & Wei, Y. (2021). Social media content, customer engagement, and purchase intention. Journal of Retailing and Consumer Services, 59, 102–358. https://doi.org/10.1016/j.jretconser.2020.102358
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means–end model. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Article Sidebar
Price,
Brand Trust,
Purchase Decision,
Repurchase Decision,
Consumer Behavior,
E-Commerce
Main Article Content
Abstract
The rapid development of e-commerce platforms in Indonesia has transformed consumer purchasing behavior, making social media marketing and price two of the most influential factors in shaping online consumer decisions. This study aims to examine the effect of social media marketing and price on purchase decision and repurchase intention, with brand trust as a mediating variable. Previous research highlights that social media marketing activities such as influencer credibility, content authenticity, informativeness, and interactivity play a crucial role in shaping consumer trust and purchase decision in digital environments. Price perception also significantly determines consumer value assessment and willingness to buy. Brand trust emerges as a key mediator that strengthens consumer confidence, reduces perceived risk, and increases both initial purchase decision and repurchase intention. Using a conceptual model grounded in empirical findings, this study proposes that social media marketing and price positively influence brand trust, which subsequently affects both purchase decision and repurchase intention. This study provides theoretical contributions to consumer behavior research and practical implications for e-commerce marketers in optimizing marketing strategies to enhance customer loyalty.
Article Details
References
Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self‐presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008
Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7/8), 910–925. https://doi.org/10.1108/03090560510601833
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chinomona, R., & Maziriri, E. T. (2017). The influence of brand trust and brand loyalty on purchase intention: Evidence from young consumers in Zimbabwe. Journal of Business and Retail Management Research, 11(1), 1–12.
Gao, L., Ferns, B. H., & Jiang, L. (2020). Consumer responses to product information in online retailing: The moderating role of perceived authenticity. Journal of Retailing and Consumer Services, 54, 102022. https://doi.org/10.1016/j.jretconser.2020.102022
Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725–737. https://doi.org/10.1016/S0305-0483(00)00021-9
Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical environment on customer satisfaction and loyalty. International Journal of Hospitality Management, 63, 18–29. https://doi.org/10.1016/j.ijhm.2017.01.001
Hasan, M. R., Lowe, B., & Petrovici, D. A. (2020). Consumer trust in AI-powered voice assistants: The role of perceived privacy and transparency. Computers in Human Behavior, 108, 106–331. https://doi.org/10.1016/j.chb.2020.106331
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800. https://doi.org/10.1108/03090560310495456
Jin, S.-A. A., & Ryu, E. (2020). The paradox of influencer credibility: The moderating role of parasocial interaction. Computers in Human Behavior, 105, 106–226. https://doi.org/10.1016/j.chb.2019.106226
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce. Decision Support Systems, 44(2), 544–564. https://doi.org/10.1016/j.dss.2007.07.001
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Pitardi, V., & Marriott, H. R. (2021). Alexa, she’s not human but… Unveiling the drivers of consumers’ trust in voice-based artificial intelligence. Psychology & Marketing, 38(4), 626–642. https://doi.org/10.1002/mar.21457
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Shareef, M. A., Mukerji, B., Alryalat, M. A. A., Wright, A., & Dwivedi, Y. K. (2021). Advertisements on Facebook: Identifying the persuasive elements in digital content. Information Technology & People, 34(5), 1655–1683. https://doi.org/10.1108/ITP-04-2019-0178
Wang, X., Yu, C., & Wei, Y. (2021). Social media content, customer engagement, and purchase intention. Journal of Retailing and Consumer Services, 59, 102–358. https://doi.org/10.1016/j.jretconser.2020.102358
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means–end model. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302