PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI OLEH KEPERCAYAAN STUDI KASUS PADA KONSUMEN PRODUK FASHION THE EXECUTIVE DI KOTA MALANG

In today's digital era, online shopping has become a popular transaction method, particularly for fulfilling fashion needs. Fashion is an attribute worn by individuals in their daily lives to enhance their appearance during various activities. Fashion encompasses costumes, clothing, body accessories, and clothing styles. The Executive is a local fashion brand actively utilizing social media as a digital marketing tool amidst the increasingly competitive fashion industry. Utilizing platforms like Instagram and TikTok, The Executive builds two-way communication with consumers, presents engaging promotional content, and utilizes social media marketing to strengthen brand appeal. This study aims to analyze the influence of social media marketing on purchasing decisions, mediated by trust among The Executive consumers in Malang City, including the mediating role of satisfaction in this relationship. This research employed a quantitative method with a sample size of 120 respondents. The results indicate that the influence of social media marketing on purchasing decisions, with trust as a mediating variable, shows positive and significant results overall.