The Role of Blockchain Transparency in Strengthening Consumer Trust and Purchase Intention in Indonesian SMEs Digital Marketing
Keywords:
Blockchain transparency, Consumer trust, Purchase intention, Digital marketing, SMEs, Islamic business ethics, Indonesia, SEM-PLSAbstract
Purpose: This study examines the role of blockchain transparency in strengthening consumer trust and purchase intention in Indonesian SMEs’ digital marketing, including its direct and indirect effects through trust and its alignment with Islamic ethical perspectives.
Design/methodology/approach: A quantitative cross-sectional survey of 372 consumers was analyzed using SEM-PLS to test the proposed relationships and mediation effects.
Findings: Blockchain transparency significantly enhances consumer trust and positively affects purchase intention. Trust is the strongest predictor of purchase intention and mediates the influence of transparency on consumer behavior.
Research limitations/implications: The study focuses on Indonesian consumers and three main variables; future research may include additional factors and broader contexts.
Practical implications: SMEs should adopt blockchain-based transparency to improve credibility, reduce uncertainty, and strengthen trust-driven purchasing.
Originality/value: This study integrates technology trust theory, consumer behavior, and Islamic economic principles, highlighting blockchain transparency as both a technological and ethical trust mechanism.
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