Pengaruh Dimensi Kualitas Promosi Digital Terhadap Niat Membeli Konsumen Dengan Kepercayaan (Trust) Sebagai Variabel Mediasi (Studi Pada Toko Smart Jaya Phone, Kota Palu)

The development of digital technology has transformed
marketing strategies, making digital promotions an effective
tool for reaching consumers. This study aims to analyze the
influence of digital promotion quality dimensions on consumer
purchase intentions with trust as a mediating variable at the
Smart Jaya Phone Store in Palu City. This study uses a
quantitative approach with a causal design. Data were collected
through questionnaires from 116 customer respondents of the
store and analyzed using SmartPLS-based Structural Equation
Modeling (SEM). The results show that digital promotion quality
has a positive and significant effect on purchase intentions,
both directly and indirectly through trust. Trust is also proven
to act as a partial mediator that strengthens the relationship
between digital promotion quality and purchase intentions. The
practical implications of this study emphasize the importance
of dígital promotion quality that is not only attractive but also
able to build consumer trust to encourage sustainable
purchase intentions.