DIGITAL MARKETING EFFECTIVENESS, PERCEIVED TRUST, AND YAMAHA MOTORCYCLE PURCHASE DECISIONS
DOI:
https://doi.org/10.9744/pemasaran.20.1.46-63Keywords:
digital marketing, perceived trust, purchase decision, consumer behavior, motorcycle industryAbstract
This study addresses the growing challenge of converting digital marketing exposure into actual purchasing decisions in the motorcycle industry, where consumer trust remains a critical issue. The research focuses on the role of perceived trust in linking digital marketing activities with Yamaha motorcycle purchase decisions. The objective of this study is to examine how digital marketing contributes to purchasing decisions through the mediation of perceived trust. A quantitative approach was employed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) based on data collected from 80 Yamaha motorcycle users in Makassar through an online questionnaire. The results indicate that digital marketing significantly strengthens perceived trust, while perceived trust plays a decisive role in shaping purchasing decisions. The direct relationship between digital marketing and purchasing decisions is weak; however, digital marketing indirectly contributes to purchasing decisions through perceived trust, indicating a full mediation effect. These findings highlight that trust-oriented digital marketing strategies are essential for influencing consumer purchasing behavior in high-involvement products.
References
Alvionita, D., Jaya, A., & Londong, J. P. (2025). Digital Marketing and Brand Image as Drivers of Customer Loyalty at PT Bank OCBC NISP Tbk Pettarani Makassar Branch. Journal of Marketing Management and Innovative Business Review, 3(2), 118–126. https://doi.org/10.63416/mrb.v3i2.401
Aydın, O., & Gürkaynak Gürbüzer, Ş. (2025). the Moderating Effect of E-Marketplaces Familiarity on the Relationship Between Trust and Risk Reduction Based on Product Types. Pamukkale University Journal of Social Sciences Institute, 70, 361–376. https://doi.org/10.30794/pausbed.1612001
Baharsah, M. V., & Munawaroh, M. (2025). Analisis Digital Marketing Terhadap Keputusan Pembelian Konsumen di Era Modern. Profit: Jurnal Manajemen, Bisnis Dan Akuntansi, 4(1), 123–135. https://doi.org/10.58192/profit.v4i1.2966
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research : Perspectives and research propositions. International Journal of Information Management, 59(June 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177–184. https://doi.org/10.1016/S0148-2963(99)00087-9
Farisanu, I. K., Sadhono, A. B., & Agustina, L. I. (2023). Analisis Faktor-Faktor Yang Mempengaruhi Kepuasan Pelanggan Pada Apotek Annisa Farma Tanah Grogot. Jurnal of Management and Social Sciences, 2(4), 17–34.
Fornel, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Habibi, Y., Nursabti, A., & Rahayu, D. D. (2023). The Influence of Digital Marketing And Electronic Word Of Mouth On Purchasing Decisions Through Trust In Matahari Department Store Pekanbaru City Consumers. Jim), 20(2), 96–108.
Hair, J. F., Howard, M. C., & Nitzl, C. (2021). Review of Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1). https://doi.org/10.1080/10705511.2022.2108813
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Halik, J. B., & Halik, M. Y. (2024). Open Innovation And Digital Marketing : A Catalyst For Culinary SMEs In Makassar. Jurnal Manajemen, 28(03), 588–612. https://doi.org/10.24912/jm.v28i3.2059
Halik, J. B., Halik, M. Y., Basongan, S., & Mapau, J. (2026). Strategic Distribution , Digital Marketing , and Open Innovation : Toward Integrated Capability Development for SME Performance. Asia Marketing Journal, 27(4), 355–371. https://doi.org/10.53728/2765-6500.1665
Halik, J., Halik, M., Nurlia, N., Hardiyono, H., & Alimuddin, I. (2021). The Effect of Digital Marketing and Brand Awareness on the Performance of SMEs in Makassar City. ICONEBS 2020: Proceedings of the First International Conference on Economics, Business and Social Humanities, 84. https://doi.org/10.4108/eai.4-11-2020.2304613
Halik, J. B., Lambe, K. H. ., Rostini, R., Aditasari, K., Juwita, A., Mutiarasari, A. G., Galib, M., Zaki, A., & Daud, A. (2026). DIGITAL MARKETING (1st ed.). CV. Luminary Press Indonesia.
HALIK, J. B., PARAWANSA, D. A. S., SUDIRMAN, I., & Jusni, J. (2023). Implications of IT Awareness and Digital Marketing to Product Distribution on the Performance of Makassar SMEs. 유통과학연구 Journal of Distribution Science, 21(7), 105–116. https://doi.org/10.15722/jds.21.07.202307.105
Hallikainen, H., & Laukkanen, T. (2021). Trustworthiness in e-commerce: A replication study of competing measures. Journal of Business Research, 126, 644–653. https://doi.org/10.1016/j.jbusres.2019.12.033
Handelman, Jay M, & Arnold, Stephen J. (1999). The Role of Marketing Actions with a Social Dimension: Appeals to the Institutional Environment. Journal of Marketing, 63(3), 33–48. https://doi.org/10.1177/002224299906300303
Haryono, S. (2017). Metode SEM untuk penelitian manajemen dengan AMOS LISREL PLS. Luxima Metro Media, 450.
Hidayat, A., Wijaya, T., Ishak, A., & Endi Catyanadika, P. (2021). Consumer Trust as the Antecedent of Online Consumer Purchase Decision. In Information (Vol. 12, Issue 4, p. 145). https://doi.org/10.3390/info12040145
Islamy, J. S., & Mandasari, V. (2024). Analisis Efektifitas Penerapan Digital Marketing Untuk Membangun Citra Merek Dari Mulyosari Group. … Masharif Al-Syariah: Jurnal …, 9(204), 3772–3786.
Jacoby, J. (2002). Stimulus-Organism-Response Reconsidered: An Evolutionary Step in Modeling (Consumer) Behavior. Journal of Consumer Psychology, 12(1), 51–57. https://doi.org/10.1207/S15327663JCP1201_05
Kotler, P. (2018). Manajemen Pemasaran (J. Purba (ed.); 12th ed.). PT. INDEKS.
Kotler, P., Kertajaya, H., & Setiawan, I. (2019). Marketing 4.0 Bergerak dari Tradisional ke Digital (A. Tarigan (ed.); 1st ed.). PT. Gramedia Pustaka Tama.
Latiep, I. F., Dewi, A. R. S., Syam, A., Halik, J. B., & Chakti, A. G. R. (2023). INOVASI BISNIS ONLINE. In B. Majid & H. Hardiyono (Eds.), Chakti Pustaka Indonesia (1st ed., Vol. 1). Chakti Pustaka Indonesia.
Lin, R.-J., Tan, K.-H., & Geng, Y. (2013). Market demand, green product innovation, and firm performance: evidence from Vietnam motorcycle industry. Journal of Cleaner Production, 40, 101–107. https://doi.org/https://doi.org/10.1016/j.jclepro.2012.01.001
Londong, A. S., Loda, M. N., Halik, J. B., Jaya, A., & Paridi, A. (2024). Moderation of open innovation on the impact of influencer marketing on decisions to purchase Hanasui cosmetic products at Tiktok Shop. Brazilian Journal of Development, 10(1), 621–643. https://doi.org/10.34117/bjdv10n1-038
Londong, J. P. (2024). Perilaku Konsumen Di Era Digital. MARIOBRE: Journal of Marketing Management and Innovative Business Review, 02(2), 15–26. https://doi.org/10.63416/mrb.v2i2.260
Mehrabian, A., & Russel, J. A. (1974). The Basic Emotional Impact of Environments. Sage: Perceptual and Motor Skills, 38(1), 283. https://doi.org/10.2466/pms.1974.38.1.283
Memon, M. A., Ramayah, T., Ting, H., & Cheah, J. (2025). PURPOSIVE SAMPLING : A REVIEW AND GUIDELINES FOR QUANTITATIVE RESEARCH. Journal of Applied Structural Equation Modeling, 9(1), 1–23. https://doi.org/10.47263/JASEM.9(1)01
Murtiasih, S. (2025). The Effect of Social Media Marketing and Online Advertising on Purchase Decisions through Brand Trust. Jurnal Ilmiah Manajemen Kesatuan, 13(6), 4989–5000. https://doi.org/10.37641/jimkes.v13i6.4167
Sahabuddin, R., Arif, H. M., Lestari, W., Alviolin, E., & Dzaky, N. M. (2024). Transparansi Informasi Sebagai Mediator dalam Hubungan Etika Pemasaran Digital dan Kepercayaan Konsumen di E-Commerce. Maximal Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya Dan Pendidikan, 2(1), 27–37.
Salman, F. I., & Prasetyo, A. (2025). The Influence of Social Media Marketing on Purchase Decision Through Brand Trust as an Intervening Variable. Husnayain Business Review, 5(1), 20–32. https://doi.org/10.54099/hbr.v5i1.1276
Santosa, P. I. (2018). Metode Penelitian Kuantitatif: Pengembangan Hipotesis dan Pengujiannya Menggunakan SmartPLS (Giovanny (ed.); 1st ed.). Penerbit ANDI.
Santoso, R., Munawi, H. A., & Nevita, A. P. (2020). Analisa Perilaku Konsumen : Strategi Memenangkan Persaingan Bisnis Di Era Ekonomi Digital. Jurnal Teknologi Terapan: G-Tech, 4(1), 286–293. https://doi.org/10.33379/gtech.v4i1.550
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17–21. https://doi.org/10.1016/j.copsyc.2015.10.016
Sugiyono. (2020). Metode Penelitian Kuantitatif, kualitatif, dan R&D (Sutopo (ed.); Edisi ke-2). Alfabeta.
Tallamma, B. R., Jaya, A., & Londong, J. P. (2025). The Influence of Brand Image , Brand Equity , and Influencers on Yamaha Motorcycle Purchase Decisions among University Students. Journal of Marketing Management and Innovative Business Review, 3(2), 67–75. https://doi.org/10.63416/mrb.v3i2.390
Tamara, K. L. T., Jaya, A., & Halik, J. baptista. (2023). Pengaruh Social Media Marketing dan Sales Promotion Terhadap Keputusan Pembelian Tastea Perintis Kemerdekaan Makassar. Al-Buhuts, 19(2), 112–131. https://journal.iaingorontalo.ac.id/index.php/ab/article/view/4163
Vieira, V. A. (2013). Stimuli–organism-response framework: A meta-analytic review in the store environment. Journal of Business Research, 66(9), 1420–1426. https://doi.org/10.1016/j.jbusres.2012.05.009
Zalni, D., Syaputra, F. M., Yanto, H. N., & Nofirda, F. A. (2023). Analisis Strategi Pemasaran Pengaruh Kepercayaaan Konsumen terhadap Produk Honda atau Yamaha. Jurnal Pendidikan Tambusai, 7(3), 30815–30819.
Zhang, H., Zheng, S., & Zhu, P. (2024). Why are Indonesian consumers buying on live streaming platforms ? Research on consumer perceived value theory. Heliyon, 10(13), e33518. https://doi.org/10.1016/j.heliyon.2024.e33518
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Yenni Daud, Johannes Baptista Halik, Kordiana Sambara
This work is licensed under a Creative Commons Attribution 4.0 International License.
