The Relationship Between Social Media Trust and Purchase Decision in the Fashion Industry

Abstract

This study aimed to examine the impact of perceived trust in Facebook on online purchasing decisions for fashion products in Jordan. The target population consisted of young Jordanian Facebook users aged between 18 and 35 years, totaling approximately 2.1 million individuals (Department of Statistics, 2024). A non-probability sampling technique, specifically the Snowball Method, was employed for this research. The initial recommended sample size was 386 participants, which was later increased to 515. A quantitative research method was deemed most appropriate for this study and is part of descriptive research. Primary data was collected using a questionnaire designed with a Five-Point Likert Scale. The questionnaire was created via Google Drive and distributed to the target sample through WhatsApp and various social media platforms. The study concluded that perceived trust significantly influences the online purchasing decisions of young Jordanians using Facebook. Based on these findings, the study recommends that businesses focus on electronic social platforms to attract new customers, monitor competitors, and enhance customer engagement. Additionally, there is a need for a national non-profit training center for social media marketing (SMM) to ensure the availability of skilled human resources to meet local and regional demands