ANALYSIS OF THE INFLUENCE OF DIGITAL MARKETING AND BRAND TRUST ON CONSUMER PURCHASE DECISIONS
Keywords:
Digital Marketing, Brand Trust, Purchasing Decisions, Consumer Behavior.Abstract
This study aims to analyze the influence of digital marketing and brand trust on consumer purchasing decisions in the digital era. The method used is a literature review by examining four key scientific articles published between 2022 and 2025 that are relevant to the variables of digital marketing, brand trust, and purchasing decisions. The analysis was conducted by comparing findings between studies to identify patterns of relationships and consistency of previous research results. The results of the study indicate that digital marketing has a positive and significant influence on purchasing decisions through the formation of value perceptions, ease of information access, and reduction of consumer uncertainty. Brand trust has also been shown to play a significant role in increasing consumer confidence and sense of security, thereby strengthening purchasing decisions. Conceptually, these two variables complement each other in shaping consumer shopping behavior in the digital ecosystem. This study recommends the integration of informative and consistent digital marketing strategies with efforts to build brand trust to improve consumer purchasing decisions.
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