THE IMPACT OF SOCIAL NETWORKING SITES ON CONSUMER TRUST, BRAND LOYALTY, AND PURCHASE DECISIONS

This study investigates the influence of Social Networking Sites (SNS) on consumer trust,brand loyalty, and purchase decisions. Utilizing SPSS analysis, the results indicate a strongpositive correlation between SNS engagement and consumer trust, emphasizing the role ofinteractive brand communication in building consumer confidence. Regression analysisconfirms that SNS engagement significantly predicts consumer trust, highlighting thenecessity of transparency and responsiveness in digital marketing strategies. Additionally, thestudy establishes a direct link between SNS engagement, consumer trust, and brand loyalty.Consumers who actively engage with brands on SNS are likelier to develop trust and exhibitlong-term loyalty. The regression results further reveal that SNS engagement and trustcollectively influence brand loyalty, reinforcing the importance of relationship-drivenmarketing approaches. The study employs logistic regression to assess the impact of SNS onconsumer purchase decisions. Findings suggest that higher levels of SNS engagement, trust,and brand loyalty significantly increase purchase probability. Odds ratio analysis indicatesthat brand loyalty has the most substantial effect on purchase decisions, followed by SNSengagement and consumer trust. These insights underscore the growing importance of SNSas a key driver of consumer behavior. Brands that prioritize engagement, credibility, andpersonalized interactions on SNS can enhance consumer trust, strengthen brand loyalty, andboost purchasing behavior. The findings suggest businesses should integrate SNS strategiesinto their marketing frameworks to build long-term consumer relationships and achievesustainable success in the digital marketplace.