XYZ COFFEE IN THE DIGITAL ERA : ANALYSIS OF BRAND TRUST AND CUSTOMER ENGAGEMENT AS DETERMINANTS OF PURCHASE DECISION
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Haferta Devanof(1*)
Master of Management, Faculty of Economics and Business, Universitas Trisakti, Jakarta
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Kurniawati Kurniawati(2)
Master of Management, Faculty of Economics and Business, Universitas Trisakti, Jakarta
(*) Corresponding Author
Keywords:
Brand Atttitude, Brand Trust, Customer Engagement, Purchase Intention, Purchase Decision
Abstract
This study analyzes the role of social media marketing activities in influencing purchase intention and purchase decision for XYZ Coffee, with brand trust, brand attitude, and customer engagement acting as mediating variables. A quantitative explanatory approach was employed, involving 200 active social media users in Indonesia who had previously purchased products from XYZ Coffee. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results demonstrate that social media marketing activities exert a significant direct effect on purchase decision and an indirect effect through brand trust, brand attitude, and customer engagement. Among the mediating variables, brand attitude and customer engagement play a dominant role in strengthening purchase intention, which subsequently leads to purchase decision. These findings indicate that the success of digital marketing strategies depends not only on social media visibility but also on the company’s ability to build positive brand perceptions, foster trust, and create meaningful interactions with consumers. This study contributes to the advancement of digital marketing and consumer behavior literature by proposing an integrated framework applicable to coffee brands and fast-moving consumer goods competing in highly dynamic digital environments.
Keywords : Brand Attitude; Brand Trust; Customer Engagement; Purchase Intention; Purchase Decision
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References
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Salman, F. I., & Prasetyo, A. (2025). The influence of social media marketing on purchase
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Saputra, I. K. L., & Wardana, I. M. (2023). Pengaruh social media marketing, brand image dan e-WOM terhadap minat beli konsumen. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 12(01), 43–51.
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson Education Limited.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). John Wiley & Sons.
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https://doi.org/10.26668/businessreview/2023.v8i10.3779
Trianasari, N., Fitriani, N., & Rachmawatic, I. (2023). The influence of social media marketing and influencer endorsement through brand image and trust, and their impact on the purchase intention of the MS Glow brand through the TikTok application. International Journal of Professional Business Review, 8(10), 01–23. https://doi.org/10.26668/businessreview/2023.v8i10.3793
Wardana, W. (2025). Examining the effect of social media engagement on purchase intention: A study of Generation Z consumers. DIJEMSS: Dinasti International Journal of Education Management and Social Science, 6(5). https://doi.org/10.38035/dijemss.v6i5
Yacob, S., Dewi, E., & Siregar, A. P. (2025). Customer engagement on purchase: The role of sharing intention in influencing consumer interest in snack food products. Majority Science Journal, 3(2), 56–62. https://doi.org/10.61942/msj.v3i2.354
Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A.-M., Hasani, V. V., & Paientko, T. (2024). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-0-2023-4
https://www.exsys.iocspublisher.org/index.php/JMAS
Agnanto, A. A., & Kurniawati, K. (2025). The effect of social media marketing activity and brand awareness on purchase intension with brand trust as a mediating variable on the Twitter social media platform. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 13(1). https://doi.org/10.37676/ekombis.v13i1.2
Angelica, M., & Tj, H. W. (2025). The influence of social media marketing on purchase decisions mediated by brand equity and brand trust. Journal of International Conference Proceedings (JICP), 7(5), 1100–1113.
https://doi.org/10.32535/jicp.v7i5.3671
Deb, S. K., & Mallik, N. (2023). Effects of social media in tourism marketing: Outlook on user generated content. Journal of Digital Marketing and Communication, 3(2), 49–65. https://doi.org/10.53623/jdmc.v3i2.316
Evelina, S., Putri, D. K., & Haryanto, T. (2023). The Effect of Social Media Marketing on Brand Trust and Customer Loyalty at S Coffee Indonesia. European Journal of Business & Innovation Research, 11(2), 45–55. https://www.eajournals.org
Febrianti, N., Utami, L. P., & Wiranata, I. M. (2023). Customer Satisfaction and Trust Have a Mediating Role Between the Impact of E-Service Quality and Repurchase Intention: Study on XYZ Coffee Customers in Denpasar. International Journal of Science, Technology & Management (IJSTM), 5(3), 76–88. https://ijstm.inarah.co.id/index.php/ijstm/article/view/1120
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
Hamdi, F. A., Suhud, U., & Berutu, M. B. (2025). Analisis faktor-faktor yang memengaruhi brand trust dan purchase intention (Studi pada konsumen tumbler premium di wilayah DKI Jakarta). Jurnal Ilmiah Manajemen dan Kewirausahaan, 4(2), 90–110. https://doi.org/10.55606/jimak.v4i2.4611
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management & Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382
Hidayatullah, A. A., Fadhilah, M., & Hutami, L. T. H. (2025). The influence of influencer marketing and social media marketing on purchase decisions with brand awareness as an intervening variable for TikTok Shop in Generation Z. Dinasti International Journal of Education Management and Social Science, 5(6), 5678–5690. https://doi.org/10.38035/dijefa.v5i6
Mettasari, B., Kurniawati, & Masnita, Y. (2023). The mediating role of brand trust: Is enhancing TikTok marketing activities important to create loyalty? Jurnal Komunikasi, 15(2), 317–330. http://dx.doi.org/10.24912/jk.v15i2.24991
Pelealu, J. Y., Worang, F. G., & Tielung, M. V. J. (2025). The influence of consumer engagement and social media marketing on consumer purchase intention of game items in Mobile Legends. Jurnal Berkala Ilmiah, (ISSN 2303-1174). (Catatan: Perlu detail penerbit dan volume jika tersedia.)
Pradyani, N. P. D., Widagda, I. G. N. J. A., & Giantari, I. G. A. K. (2024). Analisis peran pengaruh customer engagement memediasi content marketing terhadap purchase intention. E-Jurnal Manajemen Universitas Udayana, 13(8), 1333–1356. https://doi.org/10.24843/EJMUNUD.2024.v13.i08.p06
Puspitasari, D., & Widyasari, S. (2023). The influence of trust, ease of use, and online consumer review on consumer purchase decisions (Study on TikTok Shop users in Rembang City). Jurnal Ekonomi, 12(3), 1297–1306. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Ramadhani, S., & Ariyanti, M. (2024). Exploring the Influence of Social Media Marketing on Brand Trust, Brand Image, and Brand Loyalty for XYZ Coffee. International Journal of Science, Technology & Management (IJSTM), 5(4), 90–102.
Rohani, R., Hadidu, A., & Manda, H. M. (2023). Consumer behavior: Components of purchase intention products e-commerce perspective Maqāṣid Al-Sharīʿah. Jurnal Ekonomi Syariah Indonesia (JESI), 13(2), 198–209.
https://ejournal.almaata.ac.id/index.php/JESI/index
Rusyda, H., Syafitri, L. N., & Yoestini. (2025). Effects of quality and price on purchase decision mediated by brand image. Economic and Business Horizon, 4(2), 95–106.
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 (HBR), 5(1), 20–32. https://doi.org/10.54099/hbr.v5i1.1276
Saputra, I. K. L., & Wardana, I. M. (2023). Pengaruh social media marketing, brand image dan e-WOM terhadap minat beli konsumen. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 12(01), 43–51.
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson Education Limited.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). John Wiley & Sons.
Suyanto, A. M. A., & Dewi, D. G. (2023). Marketing mix on purchase intention and its impact on the decision to purchase Somethinc products. International Journal of Professional Business Review, 8(10), 1–21.
https://doi.org/10.26668/businessreview/2023.v8i10.3779
Trianasari, N., Fitriani, N., & Rachmawatic, I. (2023). The influence of social media marketing and influencer endorsement through brand image and trust, and their impact on the purchase intention of the MS Glow brand through the TikTok application. International Journal of Professional Business Review, 8(10), 01–23. https://doi.org/10.26668/businessreview/2023.v8i10.3793
Wardana, W. (2025). Examining the effect of social media engagement on purchase intention: A study of Generation Z consumers. DIJEMSS: Dinasti International Journal of Education Management and Social Science, 6(5). https://doi.org/10.38035/dijemss.v6i5
Yacob, S., Dewi, E., & Siregar, A. P. (2025). Customer engagement on purchase: The role of sharing intention in influencing consumer interest in snack food products. Majority Science Journal, 3(2), 56–62. https://doi.org/10.61942/msj.v3i2.354
Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A.-M., Hasani, V. V., & Paientko, T. (2024). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-0-2023-4
Published
2026-03-09
How to Cite
Devanof, H., & Kurniawati, K. (2026). XYZ COFFEE IN THE DIGITAL ERA : ANALYSIS OF BRAND TRUST AND CUSTOMER ENGAGEMENT AS DETERMINANTS OF PURCHASE DECISION. Journal of Management : Small and Medium Enterprises (SMEs), 19(1), 547-557. https://doi.org/10.35508/jom.v19i1.27284
Section
Articles
