THE INFLUENCE OF SOCIAL MEDIA TOWARDS CUSTOMER TRUST AND PURCHASE DECISION OF SNEAKERS IN INDONESIA

Abstract

In line with this, Indonesia is included in the top four world footwear producers after China, India, and Vietnam. The problem that arises in the company is the way the company carries out activities in disseminating information to its consumers through social media, content, and the use of influencers which are considered more effective than using conventional advertising. Generally, local companies still use the old ways, so competing to strengthen their brand is challenging. The purpose of this research are to identify the influence of social media, influencer and content on costumer trust and purchase decision on local sneaker costumer. In this research, researcher will be use quantitative methods to evaluate the independent variables, which is a type of research that interprets and describes the existing data along with the current situation. The data collection technique in this study is to use a questionnaire of 287 respondent, in which the results of the respondent's answers will be processed using SMART PLS. The result of this research is there are positive influence between social media, influencer and content on costumer trust and purchase decision. Costumer trust have significant mediation influence of content and ifluencer to purchase decision, but costumer trust don’t have significant mediation influence of social media to purchase decision.