Digital
marketing strategies and consumer trust are essential factors in driving online
purchase decisions among consumers in Makassar City. A study conducted in 2026
by Ahmad Musseng, Daryanti, and Asriyana from the Sekolah Tinggi Ilmu Ekonomi
YPUP Makassar highlights that purchase intention plays a vital role as a
mediator in this process. The results provide valuable insights for businesses
aiming to optimize their online marketing efforts to convert consumer interest
into actual sales.
Context of Digital Shopping
Advancements
in digital technology have significantly transformed marketing operations and
consumer behavior. In Makassar, high internet and smartphone penetration have
led to a shift from traditional shopping to online habits, where consumers
frequently use social media and e-commerce platforms to research products
before buying. However, the ease of access to information also exposes
consumers to risks such as online fraud and inconsistent product quality.
Consequently, consumer trust has become a critical element in determining the
success of online transactions, while purchase intention serves as a key
psychological stage that consumers go through before finalizing a purchase.
Research Methodology
The
researchers utilized a quantitative, associative approach to analyze the
relationships between digital marketing, consumer trust, purchase intention,
and purchase decisions. Data were collected from 100 online shoppers in
Makassar City using an online questionnaire with a Likert scale. The analysis
was conducted using Structural Equation Modeling (SEM) based on Partial Least
Squares (PLS) to test the proposed hypotheses and the mediating role of
purchase intention.
Key Findings
The
study reveals several significant findings regarding consumer behavior in the
digital era:
- · Positive Influences: Both digital marketing and consumer trust have a positive and significant effect on purchase decisions.
- · Strongest Factor: Purchase intention was identified as having the strongest influence on purchase decisions, highlighting its role as the primary motivator for consumers.
- · Mediating Role: Purchase intention significantly mediates the relationship between both digital marketing and consumer trust on purchase decisions, indicating partial mediation.
- · Model Accuracy: Approximately 80.1% of the variation in purchase decisions is explained by the combination of digital marketing, consumer trust, and purchase intention.
Implications for Businesses
The
study emphasizes that effective digital marketing is not just about reaching
consumers but also about building trust and converting curiosity into a
concrete intention to buy. Businesses in Makassar and beyond are encouraged to
focus on creating interactive, educational, and personalized content to draw in
customers. Simultaneously, establishing confidence through product quality,
transparency, and secure transactions remains vital. By integrating these
strategies, companies can effectively turn consumer interest into sustainable
purchase decisions.
Author
Profile:
- Ahmad Musseng- – Sekolah Tinggi Ilmu Ekonomi YPUP Makassar, Indonesia.
- Daryanti-– Sekolah Tinggi Ilmu Ekonomi YPUP Makassar, Indonesia.
- Asriyana – Sekolah Tinggi Ilmu Ekonomi YPUP Makassar, Indonesia.
Research Source:
Musseng, A., Daryanti, & Asriyana. (2026). "The Influence of Digital Marketing and Consumer Trust on Purchasing Decisions through Purchase Intention as an Intervening Variable". International Journal of Business and Applied Economics (IJBAE), 5(3), 931-946.
DOI: https://doi.org/10.55927/ijbae.v5i3.34
URL: https://journaljpmb.my.id/index.php/jpmb
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