BUILDING CONSUMER TRUST THROUGH EXPERIENCE AND COMMUNICATION: EVIDENCE FROM INDONESIA’S SMARTPHONE MARKET
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Abstract
The smartphone market is increasingly shaped by consumers’ prior experiences, brand communication, personal needs, and word of mouth, while trust plays an important role in reducing uncertainty during purchase decisions. This study aims to examine the effects of past experience, external communication, personal needs, and word of mouth on purchase decisions and to assess the mediating role of trust among Samsung smartphone users in Tangerang City, Indonesia. A quantitative causal-associative approach was employed using data collected through an online questionnaire from 266 purposively selected respondents aged 13–31 years who had used Samsung smartphones for at least one year. The data were analyzed using Partial Least Squares Structural Equation Modeling to evaluate the measurement and structural models and test direct and indirect relationships. The findings show that past experience, external communication, personal needs, word of mouth, and trust positively influence purchase decisions, while all four antecedent factors also strengthen consumer trust. Trust partially mediates the relationships between these factors and purchase decisions, with external communication demonstrating the strongest role in building trust. The study contributes a trust-centered perspective on smartphone consumer behavior and highlights the importance of credible communication, consistent experiences, and socially reinforced trust in strengthening purchase decisions.
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