The Influence of After-Sales Service, Brand Trust, Social Media, and Sustainable Innovation on Purchase Decisions
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This study examines the influence of after-sales service, brand trust, social media, and sustainable innovation on the purchase decisions of Samsung smartphones in Tangerang. The research addresses the increasingly competitive smartphone market, where consumers evaluate not only technical specifications but also service quality, psychological assurance, digital engagement, and innovation consistency before making purchasing decisions. Although prior studies have explored these variables independently, empirical evidence remains fragmented regarding their simultaneous effects and relative dominance within a unified structural model, particularly in urban Indonesian contexts. A quantitative approach with a causal survey design was employed. Data were collected from 250 Samsung smartphone users in Tangerang using purposive sampling. The instrument applied a six-point Likert scale to reduce neutral bias and increase response discrimination. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to assess both measurement and structural models. The findings reveal that after-sales service (β = 0.243; p = 0.006), brand trust (β = 0.442; p < 0.001), social media (β = 0.179; p = 0.045), and sustainable innovation (β = 0.152; p = 0.001) each exert positive and statistically significant effects on purchase decisions. Brand trust demonstrates the strongest influence, underscoring the importance of perceived reliability in high-involvement technology purchases. The model explains 66.9% of the variance in purchase decisions (R² = 0.669), indicating substantial explanatory power. Overall, purchase decisions are primarily driven by brand trust, followed by after-sales service, social media engagement, and sustainable innovation, offering strategic insights for strengthening competitive positioning in urban technology markets.
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