Impact of Social Media Marketing Features on Consumer’s Purchase Decision in Richeese Factory: Brand Trust as a Mediator
Abstract
The development of social media has driven significant changes in marketing strategies and consumer behavior, particularly in the fast food industry, which is highly competitive and visually oriented. This study aims to analyze the influence of social media marketing features, including informativeness, interactivity, perceived relevance, and entertainment, on consumer purchasing decisions, with brand trust as a mediating variable at Richeese Factory in Cirebon City. This study uses a quantitative approach with a survey method, where data was collected through the distribution of a Likert scale questionnaire to 80 respondents using accidental sampling techniques. Data analysis was performed using Structural Equation Modeling (SEM) with the help of AMOS software to test the causal relationship between variables and the mediating role of brand trust. The results showed that perceived relevance and entertainment had a positive and significant effect on brand trust, while brand trust was found to have a strong influence on consumer purchasing decisions. These findings confirm that brand trust plays an important role in bridging the influence of social media marketing features on purchasing decisions. This study is expected to contribute theoretically to the development of the Unified Theory of Acceptance and Use of Technology (UTAUT) and serve as a practical reference for fast food companies in designing more effective social media marketing strategies oriented towards building consumer trust.
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Copyright (c) 2026 Sevy Amalia Putri, Adi Setiawan
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