The Effect Of Digital Communication On Consumer Trust In The @Kembangtahuabbah Instagram Account

Abstract

Instagram social media is one of the effective digital platforms used as a means of communication and business promotion in today's modern era. This study aims to identify the influence of digital communication on consumer trust in the Instagram account @kembangtahuabbah. The research method used is descriptive quantitative by distributing questionnaires to the account's followers. Data analysis was carried out using SmartPLS 4 software through outer model and inner model testing. The results of the validity test showed that all indicators were valid based on fulfilling the requirements of outer loading > 0.70, AVE value > 0.50, and HTMT value < 0.90. The results of the reliability test also proved the research construct was reliable with Cronbach's Alpha and Composite Reliability (rho_c) values > 0.70. Finally, the results of the simple linear regression test showed that digital communication had a positive and significant effect on consumer trust, evidenced by the T-statistic value of 0.000 < 0.05) and a path coefficient of 0.768. The R-square value of 0.590 indicates that digital communication contributes 59% to explaining the variance in consumer trust. The study concludes that digital communication on the @kembangtahuabbah Instagram account significantly contributes to increasing consumer trust. Theoretically, there are empirical findings in this study that not only run in line with the conceptualization of digital public relations, but also provide very strong confirmation of Trust Theory.