Digital Marketing, Social Media Marketing, and Brand Trust on The Intention as Strategic to Buy Local Indonesian Brand Products

Abstract

In the development of the digital era, digital marketing and brand trust can be ​ factors that influence the intention to buy consumers. Social media marketing also plays a role in attracting the attention of consumers and building strong relationships​ with them. Study This aims to analyse the influence of digital marketing, social media marketing, and trust brands to buy SMEs' local brands in Yogyakarta, Indonesia. This study used the method of taking samples in a way random with a quota sampling technique. Samples were done via Google Forms and filled in by 196 respondents, who were counted using the formula lameshow as a calculation sample with a large population​ its members no can is known in a way Certain. Analytical tools used​ are structural equation modeling (SEM) with testing validity using a validity test convergent (loading factor) and validity discriminant with criteria Fornell-Larcker. The reliability test uses Cronbach Alpha, Composite Reliability, and AVE, and the testing hypothesis is done with SmartPLS software version 4. Research results show that digital marketing, social media marketing, and trust brand influence are positive and significant to the intention to buy local brands in Yogyakarta, Indonesia. Implications practical from findings include marketers and managers of local brands in Yogyakarta is a must focus on providing detailed information​ through electronic media, utilizing social media with interesting and relevant content, as well guard consistency in quality products and services for building trust and improving intention buy consumer.