The Influence of Influencers and Social Media on Arei Buying Decision Through Customer Trust

Abstract

This study aims to analyze the influence of influencers and social media on buying decisions of Arei Outdoor Gear with customer trust as a mediating variable among outdoor enthusiasts in DKI Jakarta. This research is motivated by the increasing use of social media and influencer marketing strategies in digital marketing, while studies examining customer trust as a mediating variable in local outdoor equipment industries remain limited. This research employed a quantitative approach with a causal design. Data were collected through questionnaires distributed to 210 respondents who had purchased Arei Outdoor Gear products in DKI Jakarta. Data analysis was conducted using Structural Equation Modeling (SEM) with Partial Least Square (SmartPLS 4.1.3) to test both direct and indirect relationships between variables. The results indicate that influencers have a positive and significant effect on customer trust and purchasing decisions. Social media positively influences customer trust; however, its indirect effect on purchasing decisions through customer trust is not significant. Furthermore, customer trust significantly influences purchasing decisions and mediates the relationship between influencers and purchasing decisions. These findings highlight that customer trust plays an important role in strengthening influencer marketing effectiveness in encouraging purchasing decisions for Arei Outdoor Gear products. This study provides implications for digital marketing strategies, particularly in improving customer trust through credible influencers to enhance consumer purchasing decisions.