Several Key Factors In Building Consumer Trust And Purchase Intention In Digital Entertainment Media Using The Stimulus-Organism-Response Model

Abstract

The rapid growth of digital entertainment media has intensified competition, making consumer trust important in encouraging purchase intention. This study examines the effects of physical attractiveness, authenticity, customer experiences, and responsiveness on trust and their implications for purchase intention in Indonesia’s digital entertainment media industry using the Stimulus-Organism-Response (S-O-R) approach. An explanatory quantitative approach was employed with 215 digital entertainment media users selected through purposive sampling. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using Structural Equation Modeling (SEM) with AMOS. The results show that physical attractiveness positively and significantly affects trust and purchase intention. Authenticity and customer experiences positively and significantly affect trust, while responsiveness has no significant effect. Trust also positively and significantly affects purchase intention, indicating its role as a psychological mechanism connecting marketing stimuli with consumer responses. These findings support the relevance of S-O-R theory in explaining digital entertainment consumer behavior. The findings imply that companies should prioritize attractive visual presentation, maintain service authenticity, and enhance positive customer experiences to strengthen trust and encourage purchase intention. Responsiveness should receive less strategic emphasis in building trust. This study contributes to digital marketing literature by integrating multiple stimulus variables into a comprehensive model.