The Influence of Brand Trust on Online Purchase Intention in Enrekang Regency

Abstract

The rapid growth of online commerce has transformed consumer purchasing behavior and increased the importance of brand trust in shaping consumers’ willingness to purchase products through digital channels. However, empirical evidence regarding the role of brand trust in online purchase intention remains limited in specific local markets such as Enrekang Regency, particularly for established sportswear brands. This study aimed to examine the effect of brand trust on consumers’ online purchase intention for Nike products in Enrekang Regency. A quantitative causal-associative research design was employed. Primary data were collected through a structured questionnaire using a five-point Likert scale from 80 consumers of Nike products selected as the research sample. The data were analyzed using descriptive statistics, validity and reliability tests, and simple linear regression, supported by t-test and F-test procedures. The findings showed that brand trust had a positive and statistically significant effect on online purchase intention, with a t-value of 8.015, exceeding the critical value of 1.990, and a significance level of less than 0.001. The regression model produced a correlation coefficient of 0.672 and an R-squared value of 0.452, indicating that brand trust explained 45.2% of the variation in consumers’ online purchase intention. These findings indicate that stronger consumer trust in the Nike brand is associated with greater willingness to purchase Nike products online. The study contributes contextual empirical evidence to the literature on brand trust and online consumer behavior and provides practical implications for maintaining product reliability, transparency, and consumer confidence in online markets.