The Influence of Social Media, Brand Awareness and Perceived Price on Purchase Intention with Brand Trust as a Moderation Variable (Study on PT Lippo Karawaci, Tbk)

Lady Yohana Kusnadi; Hadi Aldo

doi:10.55927/ijsmr.v4i5.53

Authors

Lady Yohana Kusnadi Matana University, Tangerang Selatan
Hadi Aldo Matana University, Tangerang Selatan

DOI:

https://doi.org/10.55927/ijsmr.v4i5.53

Keywords:

Social media, brand awareness, perceived price, purchase intention, brand trust

Abstract

This study aims to analyze the influence of social media, brand awareness, and perceived price on purchase intention, with brand trust as a moderation variable. Using a quantitative approach, data was collected from 350 potential respondents of Lippo Karawaci property buyers through an online survey in the January-March 2024 period. Furthermore, brand trust moderated the three relationships positively, where the moderation effect was strongest on the social media-purchase intention relationship (interaction coefficient 0.156; p<0.01). These findings confirm the crucial role of brand trust in strengthening purchase intent in the property sector, especially post-pandemic where consumer trust is the main determinant. The managerial implications suggest that PT Lippo Karawaci intensify its trust-based social media campaigns and transparent pricing strategies. This study contributes to the property marketing literature with a contextual moderation model.

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