Published date: Jul 31 2024

Journal Title: KnE Social Sciences

Issue title: The 3rd International Conference on Business, Economics, and Sustainability Science (BESS 2023)

Pages: 165–174

DOI: 10.18502/kss.v9i21.16680

Moehammad Rizki Mahbubmrizkymahbub3005@gmail.comFaculty of Economics and Business, Universitas Sumatera Utara

Endang Sulistya RiniFaculty of Economics and Business, Universitas Sumatera Utara

Yeni AbsahFaculty of Economics and Business, Universitas Sumatera Utara

Through customer trust as an intervening variable in coffee shops regarding coffee, this study intends to evaluate and assess the direct and indirect effects of social media marketing and online consumer evaluations on purchase decisions. Associative research is the study of associations. Primary data were used for this research, Although this is not a limit to the study’s population, up to 125 samples could have been collected inadvertently. The data analysis method used is called path analysis. The analysis of the data was done via SPSS. The study’s conclusions show that social media marketing affects consumer trust directly, favorably, and significantly, whereas online customer reviews and social media promotion have an analogous impact.

Keywords: social media promotion, online consumer review, consumer trust, purchase intention

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