The Mediating Role of Trust in Purchasing Intention

Abstract

Generation Z is defined as those born between 1997 and 2012 who have grown up in the digital era. This has had a significant impact on their thinking and behavior, especially in the realm of beauty. Generation Z, born in the digital era, possesses distinct characteristics that set them apart from other generations. Notably, they have a strong preference for purchasing beauty items, with a significant portion of their income allocated to this expenditure. The aim of this study is to determine the function of trust as a mediator in the correlation between purchase intention and cosmetic products among persons who are part of Generation Z. The survey includes individuals from Generation Z in Batam City who possess a comprehensive knowledge of beauty products. The results of this study suggest that trust and social influence are significant factors in determining purchase intention; however, price does not have any impact on purchase intention. Furthermore, the inclination to make a purchase remains unaffected by the accuracy or reliability of the information. However, when we consider trust as a mediating factor, the quality of information directly influences the willingness to engage in a transaction. Furthermore, social influence directly influences the propensity to purchase, with trust playing a more substantial role. Trust does not act as an intermediary between an individual's perceived value and their intention to make a purchase.