The Influence of Willingness to Pay, Customer Perceived Value, and Digital Marketing Strategy on Purchase Decision Mediated by Customer Trust in Home Appliances Brand

Abstract

This study aims to analyze the influence of Willingness to Pay, Customer Perceived Value, and Digital Marketing Strategy on Purchase Decision mediated by Customer Trust in home appliance brands. Data were collected from consumers of home appliance products in various regions of Indonesia and analyzed using Structural Equation Modeling (SEM). The results show that Customer Perceived Value has a positive and significant effect on Customer Trust but does not have a significant direct effect on Purchase Decision. Willingness to Pay does not have a significant effect on Customer Trust and Purchase Decision. Conversely, Digital Marketing Strategy has a positive and significant effect on Customer Trust but does not significantly affect Purchase Decision. Furthermore, Customer Trust partially mediates the influence of Customer Perceived Value and Digital Marketing Strategy on Purchase Decision. This study provides practical implications for companies to enhance digital marketing strategies and perceived customer value to build strong trust, which ultimately can improve purchase decisions.