The influence of social media marketing on brand equity with brand trust as mediation on Propolis Shampoo Products Pt Herba Penawar Alwahida Indonesia (Hpai-Hni) in Padang City
Keywords:
Social media marketing; brand trust; brand equity
Abstract
The purpose of this research is to analyze the effect of social media marketing on brand equity. In addition, this study also examines the mediating effect of brand trust on social media marketing, and brand equity. The population of this study is followers of HPAI-HNI official social media accounts who are Muslim and domiciled in West Sumatra. This study used a quantitative method and obtained 150 respondents through an online questionnaire with a purposive sampling technique. Data were analyzed using the PLS-SEM technique with SmartPLS 4. The results of this study are; (1) social media marketing has a significant effect on brand equity; (2) social media marketing has a significant effect on brand trust; (3) brand trust has a significant effect on brand equity; (4) social media marketing has no significant effect on brand equity through brand trust as an intervening variable.
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References
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Gecti, Fatih, and Hayrettin Zengin. 2013. “The Relationship between Brand Trust, Brand Affect, Attitudinal Loyalty and Behavioral Loyalty: A Field Study towards Sports Shoe Consumers in Turkey.” International Journal of Marketing Studies 5(2):111–19. doi: 10.5539/ijms.v5n2p111.
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International, Halal Network. 2020. “Halal Network International.” Profil. Retrieved (https://hni.net/profile).
Jogiyanto, Abdillah, dan Willy. 2015. Partial Least Square (PLS) Alternatif Structural Equation Modelling (SEM) Dalam Penelitian Bisnis. Andi.
Johan, Zaimy Johana, and Lennora Putit. 2016. “Conceptualizing the Influences of Knowledge and Religiosity on Islamic Credit Card Compliance.” Procedia Economics and Finance 37(16):480–87. doi: 10.1016/s2212-5671(16)30155-1.
Johnson, Byron R., Sung Joon Jang, David B. Larson, and Spencer De Li. 2001. “Does Adolescent Religious Commitment Matter? A Reexamination of the Effects of Religiosity on Delinquency.” Journal of Research in Crime and Delinquency 38(1):22–44. doi: 10.1177/0022427801038001002.
Kaplan, Andreas M., and Michael Haenlein. 2010. “Users of the World, Unite! The Challenges and Opportunities of Social Media.” Business Horizons 53(1):59–68. doi: 10.1016/j.bushor.2009.09.003.
Kim, Angella Jiyoung, and Eunju Ko. 2010. “Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention.” Journal of Global Fashion Marketing 1 (3):164–71. doi: 10.1080/20932685.2010.10593068.
Kotler, P., & Armstrong, G. 2012. "Principles of Marketing." In Prentice Hall 31(4):1029–1029. doi: 10.1177/001316447103100435.
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El Naggar, Rasha Abdel, and Noha Bendary. 2017. “The Impact of Experience and Brand Trust on Brand Loyalty, While Considering the Mediating Effect of Brand Equity Dimensions, an Empirical Study on Mobile Operator Subscribers in Egypt.” The Business and Management Review Volume 9(2):16–25.
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Poturak, M., & Softić, S. 2019. “Influence of Social Media Content on Consumer Purchase Intention : Mediation Effect of Brand Equity.” Eurasian Journal of Business and Economic.
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Riduwan, & A. (2011). Rumus dan Data dalam Aplikasi Statistika. Alfabeta.
Rifaldo Achmad dan Yunia Wardi. 2021. “The Influence of Social Media Marketing on Brand Awareness and Brand Image: Moderating Effect of Religiosity.” Journal of Marketing Management Studies 1(4):349–61.
Safitri, Alfiah Nurul. 2020. "The Influence of Social Media Marketing on Brand Equity and Customer Response in the Rown Division." Surakarta State Islamic Institute, Surakarta.
Sanny, Lim, Aisha Nur Arina, Ratu Tasha Maulidya, and Ressy Putri Pertiwi. 2020. “Purchase Intention on Indonesia Male's Skin Care by Social Media Marketing Effect towards Brand Image and Brand Trust.” Management Science Letters 10:2139–46. doi: 10.5267/j.msl.2020.3.023.
Sehar, R., Ashraf, S., and Azam, F. 2019. "The Influence of Social Media Marketing Efforts on Brand Equity and Customer Respone." The IUP Journal of Marketing Management, (May).
Seo, Eun Ju, and Jin Woo Park. 2018. “A Study on the Effects of Social Media Marketing Activities on Brand Equity and Customer Response in the Airline Industry.” Journal of Air Transport Management 66(September 2017):36–41. doi: 10.1016/j.jairtraman.2017.09.014.
Shah, Syed Alamdar Ali, Raditya Sukmana, Bayu Arie Fianto, Muhammad Ali Ahmad, Indrianawati Usman Usman, and Waqar Ahmed Mallah. 2019. “Effects of Halal Social Media and Customer Engagement on Brand Satisfaction of Muslim Customer: Exploring the Moderation of Religiosity.” Journal of Islamic Marketing 11(6):1671–89. doi: 10.1108/JIMA-06-2019-0119.
Stockemer, D. 2019. Quantitative Methods for the Social Sciences. In Springer. In Springer.
Sugiyono. 2015. Educational Research Methods (Quantitative, Qualitative and R&D Approaches) . Alphabet Publishers.
Suharyadi, and SK, P. 2013. Statistics: For Modern Economics and Finance, Edition 2 Book 2 . Salemba Four.
Sunyansanoa, S., Farquhar, J., and Czarnecka, B. 2013. "Consumer's Post-Purchase Evaluation for Repurchase Intentions of Credence Products: Empirical Evidence from Thailand." Journal of Retailing .
Syahron, L. 2011. Educational Research Methodology . Jakarta: Rajawali Press.
Xie, Li Shan, Jia Min Peng, and Tzung Cheng Huan. 2014. “Crafting and Testing a Central Precept in Service-Dominant Logic: Hotel Employees’ Brand-Citizenship Behavior and Customers’ Brand Trust.” International Journal of Hospitality Management 42:1–8. doi: 10.1016/J.IJHM.2014.05.011.
Abutaleb, Soha, Noha M. El-Bassiouny, and Sara Hamed. 2021. “A Conceptualization of the Role of Religion in Online Collaborative Consumption Behavior.” Journal of Islamic Marketing 12(1):180–98. doi: 10.1108/JIMA-09-2019-0186.
Adiwidjaja, Adrian Junio, and Zeplin Jiwa Husada Tarigan. 2017. "The Influence of Brand Image and Brand Trust on Converse Shoe Purchasing Decisions." Agora - Online Graduate Humanities Journal 5(3):1–9.
Adriani, Lisa, and Ma'ruf Ma'ruf. 2020. "An Analysis of Islamic Behavior on Purchase Intentions for Halal Cosmetics Through Consumer Attitudes." Journal of Management and Business Review 17(1):108–24. doi: 10.34149/jmbr. v17i1.176.
Amalia, Farah. 2020. “The Role of Religiosity on Halal Product Purchasing Decision Case Study : Wardah Cosmetics. ” Journal of Digital Marketing and Halal Industry 1(1):19. doi: 10.21580/jdmhi.2019.1.1.4774.
Andini, Anggie Lia, and Popy Rufaidah. 2018. “The Influence of Islamic Branding and Religiosity on Brand Image.” AFEBI Islamic Finance and Economic Review 2(02):31. doi: 10.47312/aifer.v2i02.111.
As’ad, H. Abu-Rumman, and Anas Y. Alhadid. 2014. “The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan.” Rev. Integr. Bus. Econ. Res 3(1):334–45.
Belaid, Samy, and Azza Temessek Behi. 2011. “The Role of Attachment in Building Consumer-Brand Relationships: An Empirical Investigation in the Utilitarian Consumption Context.” Journal of Product and Brand Management 20(1):37–47. doi: 10.1108/10610421111108003.
Bilgin, Yusuf. 2022. “Charity Social Media Marketing and Its Influence on Charity Brand Image, Brand Trust, and Donation Intention." Journal of International Society for Third-Sector Research doi: 10.1007/s11266-021-00426-7.
BILGIN, Yusuf. 2018. “The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty.” Business & Management Studies: An International Journal 6(1). doi: 10.15295/v6i1.229.
Chi, Hsu-Hsien. 2011. “Interactive Digital Advertising vs. Virtual Brand Community.” Journal of Interactive Advertising 12(1):44–61. doi: 10.1080/15252019.2011.10722190.
Dinda Emily Assadiyah, author. 2017. “Pengaruh Social Media Marketing Efforts Terhadap Ekuitas Merek (Studi Pada Khalayak Media Sosial CGV Cinemas Indonesia) = Influence of Social Media Marketing Efforts toward Brand Equity (Study on Social Media Followers of CGV Cinemas Indonesia) / Dinda Em.”
Dionaldo, Wahyu. 2021. “Analisis Pengaruh Brand Experience, Customer Engagement terhadap Brand Trust dengan Brand Attachment sebagai Variabel Intervening.” Universitas Negeri Padang.
Ebrahim, Reham Shawky. 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. doi: 10.1080/15332667.2019.1705742.
Eid, Riyad, and Hatem El-Gohary. 2015. “The Role of Islamic Religiosity on the Relationship between Perceived Value and Tourist Satisfaction.” Tourism Management 46:477–88. doi: 10.1016/j.tourman.2014.08.003.
Euromonitor Research. 2015. “Doing Business in the Halal Market: Products, Trends and Growth Opportunities.” Euromonitor. Com . Retrieved September 1, 2022 (https://www.euromonitor.com/insights).
Fanggidae, RE 2017. "The Influence of Brands and Advertising on Consumer Behavior in Toiletris Ramayan Kupang." Journal of Management 5(2):173–87. doi: DOI:10.35508/jom. v5i2.1364.
Febriani, Dematra. 2019. “Brand Equity Analysis of Oppo Brand Cellular Phones for Students of the Faculty of Economics and Business, University of Muhammadiyah Makassar.”
Gecti, Fatih, and Hayrettin Zengin. 2013. “The Relationship between Brand Trust, Brand Affect, Attitudinal Loyalty and Behavioral Loyalty: A Field Study towards Sports Shoe Consumers in Turkey.” International Journal of Marketing Studies 5(2):111–19. doi: 10.5539/ijms.v5n2p111.
Ghozali, Imam. 2016. Aplikasi Analisis Multivariete Dengan Program. Universitas Diponegoro.
Godey, Bruno, Aikaterini Manthiou, Daniele Pederzoli, Joonas Rokka, Gaetano Aiello, Raffaele Donvito, and Rahul Singh. 2016. “Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior.” Journal of Business Research 69(12):5833–41. doi: 10.1016/j.jbusres.2016.04.181.
Hafez, Md. 2021. “The Impact of Social Media Marketing Activities on Brand Equity in the Banking Sector in Bangladesh: The Mediating Role of Brand Love and Brand Trust.” International Journal of Bank Marketing 39(7):1353–76. doi: 10.1108/IJBM-02-2021-0067.
Hair, Black, WC, Babin, BJ, and Anderson, RE 2010. Multivariate Data Analysis (7th Edition) . Pearsons.
Hapsari, Devina Septia. 2019. "Analysis of the Influence of Social Media Marketing, Sales Promotion, and Innovative Brand Experience on Brand Reputation with Brand Equity as Intervening Variables (Studies on Gojek Users in Semarang City)." Diponegoro University, Semarang.
Hassan, Siti Hasnah, Norizan Mat Saad, Tajul Ariffin Masron, and Siti Insyirah Ali. 2022. “Buy Muslim-Made First – Does Halal Consciousness Affect Muslims’ Intention to Purchase?” Journal of Islamic Marketing 13(2):466–80. doi: 10.1108/JIMA-05-2019-0102.
Iankova, Severina, Iain Davies, Chris Archer-Brown, Ben Marder, and Amy Yau. 2019. “A Comparison of Social Media Marketing between B2B, B2C and Mixed Business Models.” Industrial Marketing Management 81(January 2017):169–79. doi: 10.1016/j.indmarman.2018.01.001.
Ihara, Motoi. 2020. “Selecting Optimal Intermediary Channels in Emerging Markets: The Case of Vietnamese Toiletries.” Journal of Marketing Channels 26(3):194–207. doi: 10.1080/1046669x.2020.1782799.
International, Halal Network. 2020. “Halal Network International.” Profil. Retrieved (https://hni.net/profile).
Jogiyanto, Abdillah, dan Willy. 2015. Partial Least Square (PLS) Alternatif Structural Equation Modelling (SEM) Dalam Penelitian Bisnis. Andi.
Johan, Zaimy Johana, and Lennora Putit. 2016. “Conceptualizing the Influences of Knowledge and Religiosity on Islamic Credit Card Compliance.” Procedia Economics and Finance 37(16):480–87. doi: 10.1016/s2212-5671(16)30155-1.
Johnson, Byron R., Sung Joon Jang, David B. Larson, and Spencer De Li. 2001. “Does Adolescent Religious Commitment Matter? A Reexamination of the Effects of Religiosity on Delinquency.” Journal of Research in Crime and Delinquency 38(1):22–44. doi: 10.1177/0022427801038001002.
Kaplan, Andreas M., and Michael Haenlein. 2010. “Users of the World, Unite! The Challenges and Opportunities of Social Media.” Business Horizons 53(1):59–68. doi: 10.1016/j.bushor.2009.09.003.
Kim, Angella Jiyoung, and Eunju Ko. 2010. “Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention.” Journal of Global Fashion Marketing 1 (3):164–71. doi: 10.1080/20932685.2010.10593068.
Kotler, P., & Armstrong, G. 2012. "Principles of Marketing." In Prentice Hall 31(4):1029–1029. doi: 10.1177/001316447103100435.
Kusuma, BA, & Putri, BPS 2019. "The Influence of Social Media Marketing on Brand Equity (Case Study at Permata Harapan Vocational School)." Jursima 7(1):18. doi: 10.47024/js.v7i1.161.
Malhotra, NK 2010. Marketing Research : An Applied Orientation . Pearson Education.
Mohd Thas Thaker, Hassanudin, Ahmad Khaliq, Abdollah Ah Mand, Hafezali Iqbal Hussain, Mohamed Asmy Bin Mohd Thas Thaker, and Anwar Bin Allah Pitchay. 2021. “Exploring the Drivers of Social Media Marketing in Malaysian Islamic Banks: An Analysis via Smart PLS Approach.” Journal of Islamic Marketing 12(1) :145–65. doi: 10.1108/JIMA-05-2019-0095.
El Naggar, Rasha Abdel, and Noha Bendary. 2017. “The Impact of Experience and Brand Trust on Brand Loyalty, While Considering the Mediating Effect of Brand Equity Dimensions, an Empirical Study on Mobile Operator Subscribers in Egypt.” The Business and Management Review Volume 9(2):16–25.
P&g. 2022. “P&g.” Retrieved (P&G).
Poturak, M., & Softić, S. 2019. “Influence of Social Media Content on Consumer Purchase Intention : Mediation Effect of Brand Equity.” Eurasian Journal of Business and Economic.
Ratana, Metta. 2018. “The Effect of Social Media Marketing on Brand Equity.” Jurnal Studi Komunikasi dan Media 22(1):13–28.
Riduwan, & A. (2011). Rumus dan Data dalam Aplikasi Statistika. Alfabeta.
Rifaldo Achmad dan Yunia Wardi. 2021. “The Influence of Social Media Marketing on Brand Awareness and Brand Image: Moderating Effect of Religiosity.” Journal of Marketing Management Studies 1(4):349–61.
Safitri, Alfiah Nurul. 2020. "The Influence of Social Media Marketing on Brand Equity and Customer Response in the Rown Division." Surakarta State Islamic Institute, Surakarta.
Sanny, Lim, Aisha Nur Arina, Ratu Tasha Maulidya, and Ressy Putri Pertiwi. 2020. “Purchase Intention on Indonesia Male's Skin Care by Social Media Marketing Effect towards Brand Image and Brand Trust.” Management Science Letters 10:2139–46. doi: 10.5267/j.msl.2020.3.023.
Sehar, R., Ashraf, S., and Azam, F. 2019. "The Influence of Social Media Marketing Efforts on Brand Equity and Customer Respone." The IUP Journal of Marketing Management, (May).
Seo, Eun Ju, and Jin Woo Park. 2018. “A Study on the Effects of Social Media Marketing Activities on Brand Equity and Customer Response in the Airline Industry.” Journal of Air Transport Management 66(September 2017):36–41. doi: 10.1016/j.jairtraman.2017.09.014.
Shah, Syed Alamdar Ali, Raditya Sukmana, Bayu Arie Fianto, Muhammad Ali Ahmad, Indrianawati Usman Usman, and Waqar Ahmed Mallah. 2019. “Effects of Halal Social Media and Customer Engagement on Brand Satisfaction of Muslim Customer: Exploring the Moderation of Religiosity.” Journal of Islamic Marketing 11(6):1671–89. doi: 10.1108/JIMA-06-2019-0119.
Stockemer, D. 2019. Quantitative Methods for the Social Sciences. In Springer. In Springer.
Sugiyono. 2015. Educational Research Methods (Quantitative, Qualitative and R&D Approaches) . Alphabet Publishers.
Suharyadi, and SK, P. 2013. Statistics: For Modern Economics and Finance, Edition 2 Book 2 . Salemba Four.
Sunyansanoa, S., Farquhar, J., and Czarnecka, B. 2013. "Consumer's Post-Purchase Evaluation for Repurchase Intentions of Credence Products: Empirical Evidence from Thailand." Journal of Retailing .
Syahron, L. 2011. Educational Research Methodology . Jakarta: Rajawali Press.
Xie, Li Shan, Jia Min Peng, and Tzung Cheng Huan. 2014. “Crafting and Testing a Central Precept in Service-Dominant Logic: Hotel Employees’ Brand-Citizenship Behavior and Customers’ Brand Trust.” International Journal of Hospitality Management 42:1–8. doi: 10.1016/J.IJHM.2014.05.011.
Published
2023-09-30
How to Cite
Ilham, M., & Septrizola, W. (2023). The influence of social media marketing on brand equity with brand trust as mediation on Propolis Shampoo Products Pt Herba Penawar Alwahida Indonesia (Hpai-Hni) in Padang City. Marketing Management Studies, 3(3), 253-261. https://doi.org/10.24036/mms.v3i3.389
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Articles
