• Ken William Ang

"The primary objective of this research is to examine the influence of informativeness, entertainment, and perceived relevance on brand trust and purchase decisions, while evaluating the role of brand trust as a mediating variable. This study aims to demonstrate how these three content dimensions are bolstered by brand trust to drive consumer purchase decisions on Xiaomi’s Instagram platform. Considering the rapid evolution of social media as a dominant societal trend, businesses are increasingly leveraging Instagram to facilitate seamless online transactions for consumers. Consequently, this study analyzes the impact of informativeness, entertainment, and perceived relevance through the lens of brand trust as a mediator, while further investigating how brand trust itself reinforces the intent to purchase. This study employs a quantitative methodology involving a sample of 125 respondents, selected via non-probability sampling. Data analysis was conducted using multiple and simple linear regression models, processed through SPSS statistical software. The empirical findings reveal that informativeness and perceived relevance exert a positive influence on brand trust, whereas informativeness and entertainment significantly impact purchase decisions. Conversely, the hypothesis regarding the effect of entertainment on brand trust was rejected, as entertainment showed no significant influence. Similarly, perceived relevance demonstrated a negligible impact on purchase decisions, failing to serve as a direct driver for consumer buying behavior in this context."

informativeness, entertainment, perceived Relevance, Brand trust, purchase, SMM, Xiaomi, and Instagram.

"The Impact of Social Media Marketing (SMM) Dimensions on Instagram toward Xiaomi Brand Purchase Decisions with Brand Trust as a Mediating Variable in Surabaya", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 2, page no.c178-c182, February-2026, Available :http://www.jetir.org/papers/JETIR2602227.pdf

"The Impact of Social Media Marketing (SMM) Dimensions on Instagram toward Xiaomi Brand Purchase Decisions with Brand Trust as a Mediating Variable in Surabaya", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 2, page no. ppc178-c182, February-2026, Available at : http://www.jetir.org/papers/JETIR2602227.pdf