Abstract:
The rapid development of digital technology and the increasing use of online
platforms in the culinary MSME sector require businesses to implement effective
marketing strategies to influence consumer purchasing decisions. However, the
utilization of social media marketing, consumer trust, and customer engagement
has not been fully optimized. Therefore, this study aims to analyze the effect of
social media marketing and trust on purchase decisions, both directly and indirectly
through customer engagement as an intervening variable. This research uses a
quantitative approach with a sample of respondents who have experience
purchasing culinary products through digital platforms in Medan City. Data were
collected through questionnaires and analyzed using the SEM-PLS (SmartPLS)
method. The results show that social media marketing has a positive and significant
effect on purchase decisions and customer engagement. Trust has a positive and
significant effect on customer engagement but does not have a significant effect on
purchase decisions. Customer engagement has a positive and significant effect on
purchase decisions. Furthermore, customer engagement is not able to mediate the
relationship between social media marketing and purchase decisions, but it is able
to mediate the relationship between trust and purchase decisions. The model
demonstrates strong predictive power, indicating that the variables used are able to
explain consumer behavior in digital purchasing decisions.
