The Role of Digital Trust in Mediating the Influence of Social Media Marketing, Customer Engagement Strategy, and Flash Sale on Product Purchase Decisions

Wahyuni; Sisno Riyoko; Mohamad Rifqy Roosdhani

doi:10.55681/economina.v5i9.4266

Authors

Wahyuni Post Graduate Program, Nahdlatul Ulama Islamic University of Jepara, Indonesia
Sisno Riyoko Post Graduate Program, Nahdlatul Ulama Islamic University of Jepara, Indonesia
Mohamad Rifqy Roosdhani Post Graduate Program, Nahdlatul Ulama Islamic University of Jepara, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i9.4266

Keywords:

Digital Trust, Social Media Marketing, Customer Engagement Strategy, Flash Sale, Purchase Decision, Generation Z

Abstract

The development of digital technology and the increasing use of social media have changed consumer behavior in purchasing skincare products online so that companies need to implement digital marketing strategies that are able to increase consumer trust. This study aims to analyze the influence of Social Media Marketing, Customer Engagement Strategy, and Flash Sale on Purchase Decision with Digital Trust as a mediating variable in Skintific Generation Z product consumers in Jepara Regency. The study uses a quantitative approach using survey data of 230 Skintific user generation consumers selected through purposive sampling. Data was collected through the distribution of questionnaires using a Likert scale of 1-10 points and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the study show that Social Media Marketing, Customer Engagement Strategy, and Flash Sale increase Digital Trust. Flash Sale and Digital Trust increase Purchase Decision, while Social Media Marketing and Customer Engagement Strategy have no direct effect on Purchase Decision. Digital Trust mediates the influence of Social Media Marketing and Customer Engagement Strategy in full and Flash Sale partially on Purchase Decision. These findings confirm that digital trust is an important mechanism that connects digital marketing strategies with purchase decisions. The implications of this study show that skincare companies need to prioritize building digital trust through transparent communication, responsive interactions, and secure transaction experiences to improve consumer purchasing decisions.

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