The effect of social media marketing (SMM) on brand loyalty with brand trust and brand equity as mediation
Keywords:
Brand Loyalty, Social Media Markeitng , Brand Equity , Brand Trust
Abstract
The purpose of this research to analyze the effect of social media marketing on Brand Loyalty by mediating Brand Equity and Brand Trust. The population in this study were all consumers of brand products and those who followed Rendang Asese's Instagram. The number of samples in this study were 224 respondents. Online surveys were used to collect the study's data, and SmartPLS software's structural equation modeling (SEM) was used to process the data. Thehresults ofrthis study indicate that (1) Social MediakMarketing has a positive and significantjeffect onmBrand Loyalty for the Rendang Asese brand on Instagram. (2) Social media marketing has ajsignificant and positive impact on brand trust on the Rendang Asese brand on Instagram. (3) Brand Equity has a significant and positive impact on brand loyalty for the Rendang Asese branddon Instagram. (4) Brand Trust has a positive effect on Brand Loyalty for the Rendang Asese brand on Instagram. (5) Social MediakMarketing has ajpositive and significant effect on Brand Equity for the Rendang Asese brand on Instagram. (6) Brand Trust has a positive effect on the Brand Equity of the Rendang Asese brand on Instagram. (7) Social MediakMarketing has ajpositive effect on Brand Loyalty which is mediated by Brand Trust on the Rendang Asese brand on Instagram. (8) Social MediakMarketing has ajpositive effect on Brand Loyalty which is mediated by Brand Equity on the Rendang Asese brand on Instagram.
Downloads
Download data is not yet available.
References
Awali, F. P., & Astuti, S. R. T. (2021). Pengaruh Social Media Marketing Activities Dan Brand Experience Terhadap Brand Loyalty: Peran Brand Trust Sebagai Variabel Mediasi (Studi pada Pelanggan Produk Kosmetik Pixy di Wilayah Jawa Tengah). Diponegoro Journal of Management, 10(4).
Chahal, H., & Rani, A. (2017). How trust moderates social media engagement and brand equity. Journal of Research in Interactive Marketing.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
Coleman, L. J., Chandler, K., & Gu, J. (2013). Social media–a moving target. Journal of Marketing Development and Competitiveness, 7(1), 73-77.
Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2005). Does brand trust matter to brand equity?. Journal of product & brand management.
Ding, Y., & Keh, H. T. (2016). A re-examination of service standardization versus customization from the consumer’s perspective. Journal of Services Marketing.
Donni Priansa. 2017. Manajemen Pelayanan Prima. Bandung: Alfabeta
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.
Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on and loyalty. Procedia-Social and behavioral sciences, 58, 1353-1360.
Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4).
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
responsibility, image and loyalty in the hotel sector. Journal of Sustainable Tourism.
Brodie, R. J. , H. L. , J. B. , & I. A. (2011). Customer Engagement : Conceptual Domain, Fundamental Propositions and Implications For Research. . Journal of Service Research.
Brodie RJ, H. L. J. B. I. A. (2013). Customer engagement: conceptual domain, fundamental propositions and implications for research. Journal of Service Research.
C. Whan Park, D. J. M. J. P. A. B. E. and D. I. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing.
Chao-Chin Huang. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Journal of Marketing Management.
C.M. Sashi. (2012). Customer engagement, buyer-seller relationships, and social media. Customer Engagement.
Daniel Alexander Santoso dan Ritzky Karina M.R. Brahmana, S. E. , M. A. (2019). PENGARUH BRAND AUTHENTICITY TERHADAP BRAND ATTACHMENT, BRAND LOVE DAN CONSUMER EMOTIONAL WELL BEING PADA KONSUMEN HIGH LUXURY BRANDS PRODUCTS DI SURABAYA . Jurnal Manajemen Bisnis.
Ferrinadewi, E. (2008). Merek Dan Psikologi Konsumen.
Grace T.R. Lin, C.-C. S. (2010). Factors influencing satisfaction and loyalty in online shopping: an integrated model. Institute of Technology Management.
Hair J.F. et.al. (1995). “Multivariate Data Analysis With Reading.” Fourth Edition, Prentice Hall. New Jersey.
Harrigan, P. et al. (2019). “Customer Engagement and the Relationship between Involvement, Engagement, Self-Brand Connection and Brand Usage Intent.” . Journal of Business Research.
Haryono. (2015). Pengendalian Kualitas Statistik (Pendekatan Teoritis dan Aplikatif).
’Hidayah, A. (2018). PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY MELALUI CUSTOMER ENGAGEMENT PADA WARDAH COSMETICS (Studi Pada Pengikut Akun instagram @wardahbeauty).
Hussein, A. S. (2015). Penelitian Bisnis dan Manajemen Menggunakan Partial Least Square (PLS) dengan smartPLS 3.0.
Imron, I. (2019). Analisa pengaruh kualitas produk terhadap kepuasan konsumen menggunakan metode kuantitatif pada CV. Meubele Berkah Tangerang. Indonesian Journal on Software Engineering (IJSE), 5(1), 19-28.
Kaplan, A. M. (2015). Social media, the digital revolution, and the business of media. International Journal on Media Management, 17(4), 197-199.
Khadim, H. J., Ammar, S. H., & Ebrahim, S. E. (2019). Biomineralization based remediation of cadmium and nickel contaminated wastewater by ureolytic bacteria isolated from barn horses soil. Environmental Technology & Innovation, 14, 100315.
Kotler, K. (2009). Manajemen Pemasaran.
Linda D. Hollebeek a, M. S. G. b, R. J. B. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing.
Louis, D. and L. C. (2010a). Impact of Brand Personality on Three Major Relational Consequnces (Trust, Attachment, and Commitment to the Brand). Journal of Product & Brand Management.
Louis, D. and L. C. (2010b). “Impact of Brand Personality on Three Major Relational Consequnces (Trust, Attachment, and Commitment to the Brand).” Journal of Product & Brand Management.
(Mamang, 2013: 197). (2013). Perilaku konsumen.
Marconi, J. (1993). Beyond Branding . Chicago : Probus Publishing Company.
Mikulincer, M. , & S. P. R. (2007). Attachment in adulthood: Structure, dynamics, and change. The Guilford Press.
Mkhize, L. (2011). The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands.
Paul Harrigana, ⁎, Uwana Eversa, Morgan P. Milesb, Tim Dalyc. (2017). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research.
Richard L. Oliver. (1999). Whence Consumer Loyalty? Journal of Marketing.
Riwi Dyah Pangesti, I. M. S. A. S. (2016). Partial Least Square Structural Equation Modeling (PLS-SEM) with Biner Data (Case Study: Knowledge Creation on Dairy Cooperative in Indonesia). Riwi Dyah Pangesti1, I Made Sumertajaya2, Anggraini Sukmawati3.
Sashi, C. M. (2009). “Buyer behavior in business markets: a review and integrative model”, . Journal of Global Business Issues.
Schiffman, L. G. , dan K. L. L. (2009). Perilaku Konsumen. Jakarta : PT. Indeks Group Gramedia.
Schiffman, L. G. , K. L. Lazar. (2009). Perilaku Konsumen.
Shiri D. Vivek, S. E. B. and R. M. M. (2012). CUSTOMER ENGAGEMENT: EXPLORING CUSTOMER RELATIONSHIPS BEYOND PURCHASE. Journal of Marketing Theory and Practice.
Sofyani, H. (2018). Does Performance-Based Budgeting Have a Correlation with Performance Measurement System? Evidence from Local Government in Indonesia. Foundation of Management.
Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D.
Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif .
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D.
Suharsimi. (2014). Prosedur Penelitian Suatu Pendekatan Praktik.
Swaminathan, V. , S. K. M. , & A. R. (2009). When brand personality matters: The moderating role of attachment styles. Journal of Consumer Research.
Valarie A. Zeithaml, L. L. B. and A. P. (2013). The Behavioral Consequences of Service Quality. Journal of Marketing.
Veloutsou, C. (2007). Identifying the demensions of the product-brand and consumer relationship . Journal of Marketing Management.
Veloutsou, C. and M. L. (2009). “Brand relationships through brand reputation and brand Tribalism.” Journal of Business Research.
Vivek, S. D. , B. S. E. , & M. R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice.
Way Li, M. Y. T. H. Y. C. C. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management.
Wei, W. , M. L. , & H. Z. J. (2013). . Customer engagement behaviors and hotel responses. . International Journal of Hospitality Management.
Widodo, T. , & F. I. V. A. (2021). PENGARUH CUSTOMER ENGAGEMENT TERHADAP BRAND LOYALTY DENGAN VARIABEL MEDIASI BRAND ATTACHMENT DAN CUSTOMER TRUST. Jurnal Mitra Manajemen.
Willems, Hans. (2011). “Transitioning into a Blueconomy: White Paper CustomerDriven Online Engagment. 1–18.
Zeithaml, V. A. , P. A. , & M. A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science.
Chahal, H., & Rani, A. (2017). How trust moderates social media engagement and brand equity. Journal of Research in Interactive Marketing.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
Coleman, L. J., Chandler, K., & Gu, J. (2013). Social media–a moving target. Journal of Marketing Development and Competitiveness, 7(1), 73-77.
Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2005). Does brand trust matter to brand equity?. Journal of product & brand management.
Ding, Y., & Keh, H. T. (2016). A re-examination of service standardization versus customization from the consumer’s perspective. Journal of Services Marketing.
Donni Priansa. 2017. Manajemen Pelayanan Prima. Bandung: Alfabeta
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.
Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on and loyalty. Procedia-Social and behavioral sciences, 58, 1353-1360.
Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4).
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
responsibility, image and loyalty in the hotel sector. Journal of Sustainable Tourism.
Brodie, R. J. , H. L. , J. B. , & I. A. (2011). Customer Engagement : Conceptual Domain, Fundamental Propositions and Implications For Research. . Journal of Service Research.
Brodie RJ, H. L. J. B. I. A. (2013). Customer engagement: conceptual domain, fundamental propositions and implications for research. Journal of Service Research.
C. Whan Park, D. J. M. J. P. A. B. E. and D. I. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing.
Chao-Chin Huang. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Journal of Marketing Management.
C.M. Sashi. (2012). Customer engagement, buyer-seller relationships, and social media. Customer Engagement.
Daniel Alexander Santoso dan Ritzky Karina M.R. Brahmana, S. E. , M. A. (2019). PENGARUH BRAND AUTHENTICITY TERHADAP BRAND ATTACHMENT, BRAND LOVE DAN CONSUMER EMOTIONAL WELL BEING PADA KONSUMEN HIGH LUXURY BRANDS PRODUCTS DI SURABAYA . Jurnal Manajemen Bisnis.
Ferrinadewi, E. (2008). Merek Dan Psikologi Konsumen.
Grace T.R. Lin, C.-C. S. (2010). Factors influencing satisfaction and loyalty in online shopping: an integrated model. Institute of Technology Management.
Hair J.F. et.al. (1995). “Multivariate Data Analysis With Reading.” Fourth Edition, Prentice Hall. New Jersey.
Harrigan, P. et al. (2019). “Customer Engagement and the Relationship between Involvement, Engagement, Self-Brand Connection and Brand Usage Intent.” . Journal of Business Research.
Haryono. (2015). Pengendalian Kualitas Statistik (Pendekatan Teoritis dan Aplikatif).
’Hidayah, A. (2018). PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY MELALUI CUSTOMER ENGAGEMENT PADA WARDAH COSMETICS (Studi Pada Pengikut Akun instagram @wardahbeauty).
Hussein, A. S. (2015). Penelitian Bisnis dan Manajemen Menggunakan Partial Least Square (PLS) dengan smartPLS 3.0.
Imron, I. (2019). Analisa pengaruh kualitas produk terhadap kepuasan konsumen menggunakan metode kuantitatif pada CV. Meubele Berkah Tangerang. Indonesian Journal on Software Engineering (IJSE), 5(1), 19-28.
Kaplan, A. M. (2015). Social media, the digital revolution, and the business of media. International Journal on Media Management, 17(4), 197-199.
Khadim, H. J., Ammar, S. H., & Ebrahim, S. E. (2019). Biomineralization based remediation of cadmium and nickel contaminated wastewater by ureolytic bacteria isolated from barn horses soil. Environmental Technology & Innovation, 14, 100315.
Kotler, K. (2009). Manajemen Pemasaran.
Linda D. Hollebeek a, M. S. G. b, R. J. B. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing.
Louis, D. and L. C. (2010a). Impact of Brand Personality on Three Major Relational Consequnces (Trust, Attachment, and Commitment to the Brand). Journal of Product & Brand Management.
Louis, D. and L. C. (2010b). “Impact of Brand Personality on Three Major Relational Consequnces (Trust, Attachment, and Commitment to the Brand).” Journal of Product & Brand Management.
(Mamang, 2013: 197). (2013). Perilaku konsumen.
Marconi, J. (1993). Beyond Branding . Chicago : Probus Publishing Company.
Mikulincer, M. , & S. P. R. (2007). Attachment in adulthood: Structure, dynamics, and change. The Guilford Press.
Mkhize, L. (2011). The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands.
Paul Harrigana, ⁎, Uwana Eversa, Morgan P. Milesb, Tim Dalyc. (2017). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research.
Richard L. Oliver. (1999). Whence Consumer Loyalty? Journal of Marketing.
Riwi Dyah Pangesti, I. M. S. A. S. (2016). Partial Least Square Structural Equation Modeling (PLS-SEM) with Biner Data (Case Study: Knowledge Creation on Dairy Cooperative in Indonesia). Riwi Dyah Pangesti1, I Made Sumertajaya2, Anggraini Sukmawati3.
Sashi, C. M. (2009). “Buyer behavior in business markets: a review and integrative model”, . Journal of Global Business Issues.
Schiffman, L. G. , dan K. L. L. (2009). Perilaku Konsumen. Jakarta : PT. Indeks Group Gramedia.
Schiffman, L. G. , K. L. Lazar. (2009). Perilaku Konsumen.
Shiri D. Vivek, S. E. B. and R. M. M. (2012). CUSTOMER ENGAGEMENT: EXPLORING CUSTOMER RELATIONSHIPS BEYOND PURCHASE. Journal of Marketing Theory and Practice.
Sofyani, H. (2018). Does Performance-Based Budgeting Have a Correlation with Performance Measurement System? Evidence from Local Government in Indonesia. Foundation of Management.
Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D.
Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif .
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D.
Suharsimi. (2014). Prosedur Penelitian Suatu Pendekatan Praktik.
Swaminathan, V. , S. K. M. , & A. R. (2009). When brand personality matters: The moderating role of attachment styles. Journal of Consumer Research.
Valarie A. Zeithaml, L. L. B. and A. P. (2013). The Behavioral Consequences of Service Quality. Journal of Marketing.
Veloutsou, C. (2007). Identifying the demensions of the product-brand and consumer relationship . Journal of Marketing Management.
Veloutsou, C. and M. L. (2009). “Brand relationships through brand reputation and brand Tribalism.” Journal of Business Research.
Vivek, S. D. , B. S. E. , & M. R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice.
Way Li, M. Y. T. H. Y. C. C. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management.
Wei, W. , M. L. , & H. Z. J. (2013). . Customer engagement behaviors and hotel responses. . International Journal of Hospitality Management.
Widodo, T. , & F. I. V. A. (2021). PENGARUH CUSTOMER ENGAGEMENT TERHADAP BRAND LOYALTY DENGAN VARIABEL MEDIASI BRAND ATTACHMENT DAN CUSTOMER TRUST. Jurnal Mitra Manajemen.
Willems, Hans. (2011). “Transitioning into a Blueconomy: White Paper CustomerDriven Online Engagment. 1–18.
Zeithaml, V. A. , P. A. , & M. A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science.
Published
2023-03-31
How to Cite
Admi, D., & Susanto, P. (2023). The effect of social media marketing (SMM) on brand loyalty with brand trust and brand equity as mediation. Marketing Management Studies, 3(1), 53-64. https://doi.org/10.24036/mms.v3i1.342
Section
Articles
