The Mediating Role of Consumer Trust in the Effects of Price, Product Quality, and Social Media Marketing on Purchase Decisions among Used‑Car Consumers in Banyuwangi

Rahmanda Firdiansyah; Deasy Wulandari; Sudaryanto

doi:10.63922/ijebir.v4i04.2070

Rahmanda Firdiansyah Master of Management Study Program, Faculty of Economics and Business, Jember University, Jember
Deasy Wulandari Master of Management Study Program, Faculty of Economics and Business, Jember University, Jember
Sudaryanto Master of Management Study Program, Faculty of Economics and Business, Jember University, Jember

DOI: https://doi.org/10.63922/ijebir.v4i04.2070

Keywords: Price, product quality, social media marketing, trust, purchase decision

Abstract

This study aims to analyze the influence of price, product quality, and social media marketing on purchase decisions, with consumer trust as a mediating variable among used car consumers in Banyuwangi. This research positions itself as a model development study that emphasizes the crucial role of trust in mediating the relationship between independent variables and purchase decisions. The rising prices of new cars have encouraged consumers to seek alternatives, such as used cars, leading to increased competition among showrooms like Al-Fatih, Rio Putra, and Rizki Mobil. Consumer trust is believed to play an essential role in shaping purchase decisions before price, product quality, and social media marketing exert direct influence. This study employs a quantitative approach using path analysis and involves 150 respondents. The results show that price, product quality, and social media marketing significantly influence both consumer trust and purchase decisions. Furthermore, consumer trust has a significant impact on purchase decisions and mediates the relationship between the three independent variables and purchase decisions. This study offers theoretical contributions by strengthening the role of trust as a mediator in consumer behavior and practical contributions for used car businesses to focus on trust-based marketing strategies.

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