Brand Trust Mediation on Digital Branding, Social Engagement, and Perceived Value toward OFD Purchase Intention
Abstrak
engagement, and perceived value on purchase intention, specifically highlighting the mediating role of brand trust among Online Food Delivery (OFD) consumers in Pekalongan. An explanatory quantitative approach was adopted using a survey method. Empirical data were collected through a structured questionnaire from 100 active OFD users selected via purposive sampling. The data were then analyzed using multiple linear regression, path analysis, and the Sobel test through IBM SPSS Statistics. The empirical results reveal that digital branding, social media engagement, and perceived value significantly foster brand trust. Furthermore, brand trust fully mediates the relationship between digital branding, social media engagement, and purchase intention. However, it partially mediates the effect of perceived value, which remains the only exogenous variable exerting a direct and significant impact on consumer purchase intention.The study is constrained by a cross-sectional design and a geographically limited sample within Pekalongan City. Managerially, OFD platforms must pivot from short-term transactional promotional tactics to relationship-based strategies centered on building digital trust and maintaining rational pricing. This research provides a comprehensive empirical model confirming that in a contactless e-commerce ecosystem, massive promotional stimuli and visual identity are practically ineffective without the fundamental psychological catalyst of brand trust
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