The Effect of Trustworthiness to Increase Brand Trust and Purchase Intention on Social Media Promotion based on Theory of Persuasion in Generation Z

Authors

DOI:

https://doi.org/10.32832/jm-uika.v15i1.15766

Keywords:

Trustworthiness, Brand Trust, Parasocial Relationship, Purchase Intention, Physical Attractiveness

Abstract

This study aims to examine social media users against the background that the concept of trustworthiness has not been optimized to increase brand trust and purchase intention on social media promotions among generation Z. Trustworthiness positively influences purchase intention, indicating that feeling confident in brand trust and trustworthiness, amak is inclined to make purchase intentions for the promoted product or service. Persuasion Theory is an approach that aims to change a person's beliefs and ways of thinking through strong and effective arguments. The research method uses quantitative with purposive sampling technique and uses 225 respondents to be tested Structural Equation Modeling (SEM) analysis was conducted using IBM SPSS Statistic 27 and SEM AMOS24. The main research results show that all hypotheses have a significant positive relationship. New findings in this study show that social attractiveness has a significant negative relationship with parasocial relationships. The results explain that trust can increase brand trust and purchase intention on social media promotions. This research can provide assistance to companies regarding factors that can create purchase intentions for promotions on social media. This study has an update on the variables, namely the addition of brand trust variables to increase purchase intention.

Author Biography

Endy Gunanto Marsasi, Universitas Islam Indonesia

Dr. Endy Gunanto Marsasi, MM

Adalah Dosen manajemen pemasaran di Fakultas Bisnis dan Ekonomika Iniversitas Islam Indonesia (FBE UII). Menyelesaikan pendidikan S1 (UGM) di tahun 1995,  dan S2 dari program Magister Manjemen FEB Universitas Gadjah Mada pada tahun 1998, dan menyelesaikan pendidikan Doktor ilmu Manajemen dengan konsentrasi pemasaran di  FEB Universitas Gadjah Mada pada tahun 2010. Saat ini penulis mengajar untuk tingkat sarjana dan Magister Manajemen Fakultas Bisnis dan  Ekonomika UII untuk mata kuliah konsentrasi pemasaran. Penulis juga menjabat sebagai pengurus Indonesia Marketing Asosiasi (IMA) kebidangan sertifikasi dan akademik untuk chapter Sleman 2019-2021 dan 2022-2024, dan dipercaya sebagai menjadi Dewan pengawas corporate pada salah satu perusahaan skala nasional. Penulis dipercaya sebagai ketua pengembangan kurikulum dan pelaksanaan Sekolah Manajer sebagai program pendukung Magister Manajemen MM FBE UII dengan peserta kalangan UMKM skala menengah ke atas. Beberapa tulisan di jurnal internasional dan nasional terakreditasi pernah dilakukan, dan menjadi reviewer pada beberapa jurnal.Saat ini penulis aktif melakukan penelitian di bidang perilaku konsumen yang berkaitan perkembangan perilaku pasar di era revolusi industri 4.0. Pengakuan sebagai peneliti dapat dikonfirmasi dari beberapa ID yang dimiliki yakni Id Sinta : 6805327; Id Google Scholar: jbFhpvIAAAAJ; Id Scopus:  57224778678; Id Researcher (WOS):  GQA-4768-2022; Id Garuda : 3306613; Id Orchid: https://orcid.org/0000-0002-4130-7645

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JM-UIKA | Vol 15 No 1 tahun 2024

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05-02-2024

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Rizma, F. A., & Marsasi, E. G. (2024). The Effect of Trustworthiness to Increase Brand Trust and Purchase Intention on Social Media Promotion based on Theory of Persuasion in Generation Z . Jurnal Manajemen, 15(1), 61–81. https://doi.org/10.32832/jm-uika.v15i1.15766

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