The Marketing Strategy Using Brand Trust and Hedonic Shopping Motivation on Online Purchasing Decisions
DOI:
https://doi.org/10.59247/bim.v2i1.228Keywords:
Social Media Marketing, Brand Trust, Online Marketing, Purchase DecisionAbstract
This research aims to explore the influence of brand trust and hedonic shopping motivation on online purchasing decisions. In the current digital era, consumer purchasing decisions are increasingly influenced by psychological and emotional factors, as well as interactions with brands via digital platforms. Brand trust plays a key role in shaping consumer perceptions of products and services, while hedonic shopping motivation includes consumers' urge to shop driven by emotional satisfaction and personal pleasure. The methodology used in this research is a quantitative approach using a questionnaire distributed to consumers who actively shop online. The research results show that these two variables have a significant positive influence on online purchasing decisions. Brand trust helps build consumer loyalty and trust, while hedonic shopping motivation increases consumer involvement and satisfaction in online shopping activities. This research provides marketers with insight into the importance of building strong brand trust and creating enjoyable shopping experiences to effectively influence online purchasing decisions.
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Copyright (c) 2024 Sarah Dwi Fauzia Sarah; Efa Wakhidatus Solikhah, Askar Garad
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