The Role of Brand Trust in Mediating the Effect of Social Media Marketing on Purchase Decisions at Florists in Mataram City, Indonesia

Abstract

This study examined the role of brand trust in mediating the effect of social media marketing on purchase decisions for fresh flowers at florists in Mataram City, Indonesia. A quantitative approach was applied using data from 120 respondents who had purchased fresh flowers at least once in the previous year from one of four selected florists. The research sites were selected purposively, and respondents were grouped equally across the four florists. Data were collected through observation, interviews, and questionnaires using a five-point Likert scale. The relationships among social media marketing, brand trust, and purchase decisions were analysed using partial least squares structural equation modelling. The results showed that social media marketing had a positive and significant effect on brand trust and purchase decisions. Brand trust also had a positive and significant effect on purchase decisions. The indirect effect analysis further showed that brand trust mediated the relationship between social media marketing and purchase decisions. Because both the direct and indirect effects were significant, the mediation was partial. These findings indicate that social media marketing can influence purchasing behaviour directly and through the development of consumer trust in florist brands in this local market setting.