Moderating effect of trust in social media to sustainable purchasing attitude on the Mcdonald’s consumers

Abstract

The purpose of this study is to examine: the effect of social media usage, social media browsing, and trust in social media as a moderating variable toward sustainable purchasing attitudes on the McDonald's consumers in Padang. The sample used in this study was 277 samples with the criteria of the people of the city of Padang, and had shopped at McDonald's in the city of Padang, the sampling technique was purposive sampling. This research was analyzed using SEM analysis with SmartPLS software version 3.7. The results of this study are: Social media usage has a positive and insignificant effect on sustainable purchasing attitudes, social media browsing has a positive and significant effect on sustainable purchasing attitudes, trust in social media as a moderating variable does not affect the relationship between social media usage and sustainable purchasing attitudes, but influence on the variables of social media browsing and sustainable purchasing attitude