The role of brand trust as a mediator in the relationship between brand awareness, social media marketing, and brand loyalty
Keywords:
Brand awareness, social media marketing, brand trust, brand loyalty
Abstract
This study aims to investigate the effects of brand awareness and social media marketing on brand loyalty, with brand trust as a mediating variable, at Hai Coffee Padang Panjang. The population consists of Hai Coffee Padang Panjang customers, with a sample size of 170 respondents. Data were collected using questionnaires and analyzed using SmartPLS4. The results indicate that: (1) brand awareness has a positive and significant effect on brand trust; (2) social media marketing does not have a positive and significant effect on brand trust; (3) brand awareness has a positive and significant effect on brand loyalty; (4) social media marketing does not have a positive and significant effect on brand loyalty; (5) brand trust has a positive and significant effect on brand loyalty; (6) brand awareness has a positive and significant indirect effect on brand loyalty through brand trust; and (7) social media marketing does not have a positive and significant indirect effect on brand loyalty through brand trust.
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References
Abbas, U., Islam, K. M. A., Hussain, S., Baqir, M., & Muhammad, N. (2021). Impact of Brand Image on Customer Loyalty with the Mediating Role of Customer Satisfaction and Brand Awareness. International Journal of Marketing Research Innovation, 5(1), 1–15. https://doi.org/10.46281/ijmri.v5i1.987
Ali, H. (2019). Building Repurchase Intention and Purchase Decision: Brand Awareness and Brand Loyalty Analysis (Case Study Private Label Product in Alfamidi Tangerang). Saudi Journal of Humanities and Social Sciences, 04(09), 623–634. https://doi.org/10.36348/sjhss.2019.v04i09.009
Ananda, A., Mugiono, M., & Hussein, A. S. (2021). The influence of store image on repurchase intention: the mediation role of perceived value and customer satisfaction. International Journal of Research in Business and Social Science (2147- 4478), 10(4), 17–27. https://doi.org/10.20525/ijrbs.v10i4.1209
Ashraf, M. U., Khan, S. N., & Ansari, A. A. (2021). Impact of Brand Awareness and Social Media Content Marketing on Brand Loyalty: The Mediating Role of Brand Trust. Journal of Organization and Business, 2(1), 161–168. https://journals.ckcpublishing.org/index.php/Job/article/view/22
Bozbay, Z., & Karakuş Başlar, E. (2022). Impact of Brand Trust on Brand Loyalty: Mediating Role of Brand Affect. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(1), 803–828.
Devi, A. A. D. T., & Yasa, N. N. K. (2021). Role of Customer Satisfaction in Mediating the Influence of Service Quality and Perceived Value on Brand Loyalty. International Research Journal of Management, IT and Social Sciences, 8(3), 315–328. https://doi.org/10.21744/irjmis.v8n3.1786
DÜLEK, B., & AYDIN, İ. (2020). Effect of Social Media Marketing on E-Wom, Brand Loyalty, and Purchase Intent. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
Efendy, A., & Siagian, D. (2020). Pengaruh brand identity terhadap brand loyalty melalui brand image dan brand trust: studi empirik pada produk honda motor di jakarta. Eprints.Kwikkiangie. Ac.Id, 1(21), 1–17.
Eslami, S. (2020). The effect of brand experience on brand equity and brand loyalty through the mediating role of brand awareness, brand image and perceived quality. Pharmacy Practice., 11(2), 98–104. https://archivepp.com/storage/models/article/ljGaJiCk7Az3QLyVr0lidyzk3EDCxq5PdQmsPFF98G6HjzZc3PE8BJx8UOg1/the-effect-of-brand-experience-on-brand-equity-and-brand-loyalty-through-the-mediating-role-of-bra.pdf
Fatikhyaid, M., Rachma, N., & Hufron, M. (2023). Pengaruh Brand Image, Brand Awareness dan Brand Trust Terhadap Brand Loyalty Pengguna Smartphone Merek Samsung. Jurnal Riset Manajemen, 82–94.
Habib Dada, M. (2021). Impact of Brand Association, Brand Image & Brand Loyalty on Brand Equity. Journal of Marketing Strategies, 3(1), 29–43.
Handra, M. I., Fitriana, W., & Mutiara, V. I. (2023). Strategi Bertahan Industri Kedai Kopi (Coffee Shop) di Masa Pandemi Covid 19. Jurnal Pertanian Agros, 25(2), 1458–1469.
Harini, D., & Kasmita, K. (2022). Analisis Pengaruh Brand Image Coffee Shop Rimbun Espresso & Brew Bar Terhadap Kepuasan Konsumen di Kalagan Mahasiswa Kota Padang. Jurnal Pendidikan Tambusai, 6(Muljadi 2012), 15113–15118. https://jptam.org/index.php/jptam/article/view/4794
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Herjanto, H., & Amin, M. (2020). Repurchase intention: the effect of similarity and client knowledge. International Journal of Bank Marketing, 38(6), 1351–1371. https://doi.org/10.1108/IJBM-03-2020-0108
Ilyas, G. B., Rahmi, S., Tamsah, H., Munir, A. R., & Putra, A. H. P. K. (2020). Reflective model of brand awareness on repurchase intention and customer satisfaction. Journal of Asian Finance, Economics and Business, 7(9), 427–438. https://doi.org/10.13106/JAFEB.2020.VOL7.NO9.427
Japarianto, E., & Agatha, F. (2020). Pengaruh Brand Trust Terhadap Customer Loyalty Dimediasi Oleh Customer Satisfaction Pada Pengguna Shopee di Surabaya. Jurnal Strategi Pemasaran, 7(1), 1–10.
Kusumawati, A., & Rahayu, K. S. (2020). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. TQM Journal, 32(6), 1525–1540. https://doi.org/10.1108/TQM-05-2019-0150
Laksono, A. W., & Suryadi, N. (2020). Pengaruh Citra Merek, Kepercayaan Merek, Dan Kualitas Merek Terhadap Loyalitas Merek Pada Pelanggan Geprek Bensu Di Kota Malang. Holistic Journal of Management Research, 3(1), 8–16. https://doi.org/10.33019/hjmr.v3i1.1804
Marvelyn, C. (2020). Pengaruh Brand Identity Terhadap Brand Loyalty Melalui Brand Image dan Brand Trust. Jurnal Administrasi Bisnis, 3(4), 923–937.
Nasir, M., Sularso, A., Irawan, B., & Paramu, H. (2020). Brand Trust for Creating Brand Loyalty in Automotive Products. International Journal of Management, 11(06), 1237–1250. https://doi.org/10.34218/IJM.11.6.2020.113
Pranata, Z., & Permana, D. (2021). Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention. European Journal of Business and Management Research, 6(1), 129–133. https://doi.org/10.24018/ejbmr.2021.6.1.704
Pratiwi, R. S., Salim, U., & Sunaryo, S. (2021). the Effect of Brand Experience and Perceived Value on Brand Loyalty Mediated By Brand Trust. Jurnal Aplikasi Manajemen, 19(2), 310–318. https://doi.org/10.21776/ub.jam.2021.019.02.07
Putra, E. Y., & Liesty Indriani, V. (2023). Analisis Faktor–Faktor yang Mempengaruhi Brand Loyalty pada Coffee Shop yang ada di Batam. E-Journal Ekonomi Bisnis Dan Akuntansi, 10(1), 9. https://doi.org/10.19184/ejeba.v10i1.37121
Putra, T. W., & Keni, K. (2020). Brand Experience, Perceived Value, Brand Trust Untuk Memprediksi Brand Loyalty: Brand Love Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(1), 184. https://doi.org/10.24912/jmieb.v4i1.7759
Sari, S., Syamsuddin, & Syahrul. (2021). Analisis Brand Awareness Dan Pengaruhnya Terhadap. Journal of Business Administration (JBA), 1(1), 37–48.
Shidiqy, D., & Setiawan, R. (2022). Dominasi Brand Minded Dan Multi-Brand Loyalty Dalam Pembelian Produk Dengan Luxury Brand. SOSEBI: Jurnal Penelitian Mahasiswa Ilmu Sosial, Ekonomi, Dan Bisnis Islam, 2(1), 123–136. https://doi.org/10.21274/sosebi.v2i1.5352
Sultan, K., Akram, S., Abdulhaliq, S., Jamal, D., & Saleem, R. (2019). A Strategic Approach to the Consumer Perception of Brand on the Basis of Brand Awareness and Brand Loyalty. International Journal of Research in Business and Social Science (2147- 4478), 8(3), 33–44. https://doi.org/10.20525/ijrbs.v8i3.259
Susanti, V., Sumarwan, U., Simanjuntak, M., & Yusuf, E. Z. (2020). The Rational Factors of Perceived Quality and Perceived Value as the Drivers of Customer Satisfaction and Brand Loyalty. Bisnis & Birokrasi Journal, 26(3), 4–6. https://doi.org/10.20476/jbb.v26i3.11121
Yohana F. C. P. Meilani, I. B. M. P. B., & Ian N. Suryawan, R. R. M. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412. https://doi.org/10.24912/jm.v24i3.676
Zang, W., Qian, Y., & Song, H. (2022). The Effect of Perceived Value on Consumers’ Repurchase Intention of Commercial Ice Stadium: The Mediating Role of Community Interactions. International Journal of Environmental Research and Public Health, 19(5). https://doi.org/10.3390/ijerph19053043
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the Impact of Brand Image and Brand Loyalty on Brand Equity: The Mediating Role of Brand Awareness. International Journal of Innovation, Creativity and Change. Www.Ijicc.Net, 15(2), 1091. https://www.ijicc.net/images/Vol_15/Iss_2/15273_Zia_2021_E1_R.pdf
Abbas, U., Islam, K. M. A., Hussain, S., Baqir, M., & Muhammad, N. (2021). Impact of Brand Image on Customer Loyalty With the Mediating Role of Customer Satisfaction and Brand Awareness. International Journal of Marketing Research Innovation, 5(1), 1–15. https://doi.org/10.46281/ijmri.v5i1.987
Ali, H. (2019). Building Repurchase Intention and Purchase Decision: Brand Awareness and Brand Loyalty Analysis (Case Study Private Label Product in Alfamidi Tangerang). Saudi Journal of Humanities and Social Sciences, 04(09), 623–634. https://doi.org/10.36348/sjhss.2019.v04i09.009
Ananda, A., Mugiono, M., & Hussein, A. S. (2021). The influence of store image on repurchase intention: the mediation role of perceived value and customer satisfaction. International Journal of Research in Business and Social Science (2147- 4478), 10(4), 17–27. https://doi.org/10.20525/ijrbs.v10i4.1209
Ashraf, M. U., Khan, S. N., & Ansari, A. A. (2021). Impact of Brand Awareness and Social Media Content Marketing on Brand Loyalty: The Mediating Role of Brand Trust. Journal of Organization and Business, 2(1), 161–168. https://journals.ckcpublishing.org/index.php/Job/article/view/22
Bozbay, Z., & Karakuş Başlar, E. (2022). Impact of Brand Trust on Brand Loyalty: Mediating Role of Brand Affect. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(1), 803–828.
DÜLEK, B., & AYDIN, İ. (2020). Effect of Social Media Marketing on E-Wom, Brand Loyalty, and Purchase Intent. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
Fatikhyaid, M., Rachma, N., & Hufron, M. (2023). Pengaruh Brand Image, Brand Awareness dan Brand Trust Terhadap Brand Loyalty Pengguna Smartphone Merek Samsung. Jurnal Riset Manajemen, 82–94.
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Japarianto, E., & Agatha, F. (2020). Pengaruh Brand Trust Terhadap Customer Loyalty Dimediasi Oleh Customer Satisfaction Pada Pengguna Shopee di Surabaya. Jurnal Strategi Pemasaran, 7(1), 1–10.
Nasir, M., Sularso, A., Irawan, B., & Paramu, H. (2020). Brand Trust for Creating Brand Loyalty in Automotive Products. International Journal of Management, 11(06), 1237–1250. https://doi.org/10.34218/IJM.11.6.2020.113
Pranata, Z., & Permana, D. (2021). Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention. European Journal of Business and Management Research, 6(1), 129–133. https://doi.org/10.24018/ejbmr.2021.6.1.704
Ali, H. (2019). Building Repurchase Intention and Purchase Decision: Brand Awareness and Brand Loyalty Analysis (Case Study Private Label Product in Alfamidi Tangerang). Saudi Journal of Humanities and Social Sciences, 04(09), 623–634. https://doi.org/10.36348/sjhss.2019.v04i09.009
Ananda, A., Mugiono, M., & Hussein, A. S. (2021). The influence of store image on repurchase intention: the mediation role of perceived value and customer satisfaction. International Journal of Research in Business and Social Science (2147- 4478), 10(4), 17–27. https://doi.org/10.20525/ijrbs.v10i4.1209
Ashraf, M. U., Khan, S. N., & Ansari, A. A. (2021). Impact of Brand Awareness and Social Media Content Marketing on Brand Loyalty: The Mediating Role of Brand Trust. Journal of Organization and Business, 2(1), 161–168. https://journals.ckcpublishing.org/index.php/Job/article/view/22
Bozbay, Z., & Karakuş Başlar, E. (2022). Impact of Brand Trust on Brand Loyalty: Mediating Role of Brand Affect. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(1), 803–828.
Devi, A. A. D. T., & Yasa, N. N. K. (2021). Role of Customer Satisfaction in Mediating the Influence of Service Quality and Perceived Value on Brand Loyalty. International Research Journal of Management, IT and Social Sciences, 8(3), 315–328. https://doi.org/10.21744/irjmis.v8n3.1786
DÜLEK, B., & AYDIN, İ. (2020). Effect of Social Media Marketing on E-Wom, Brand Loyalty, and Purchase Intent. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
Efendy, A., & Siagian, D. (2020). Pengaruh brand identity terhadap brand loyalty melalui brand image dan brand trust: studi empirik pada produk honda motor di jakarta. Eprints.Kwikkiangie. Ac.Id, 1(21), 1–17.
Eslami, S. (2020). The effect of brand experience on brand equity and brand loyalty through the mediating role of brand awareness, brand image and perceived quality. Pharmacy Practice., 11(2), 98–104. https://archivepp.com/storage/models/article/ljGaJiCk7Az3QLyVr0lidyzk3EDCxq5PdQmsPFF98G6HjzZc3PE8BJx8UOg1/the-effect-of-brand-experience-on-brand-equity-and-brand-loyalty-through-the-mediating-role-of-bra.pdf
Fatikhyaid, M., Rachma, N., & Hufron, M. (2023). Pengaruh Brand Image, Brand Awareness dan Brand Trust Terhadap Brand Loyalty Pengguna Smartphone Merek Samsung. Jurnal Riset Manajemen, 82–94.
Habib Dada, M. (2021). Impact of Brand Association, Brand Image & Brand Loyalty on Brand Equity. Journal of Marketing Strategies, 3(1), 29–43.
Handra, M. I., Fitriana, W., & Mutiara, V. I. (2023). Strategi Bertahan Industri Kedai Kopi (Coffee Shop) di Masa Pandemi Covid 19. Jurnal Pertanian Agros, 25(2), 1458–1469.
Harini, D., & Kasmita, K. (2022). Analisis Pengaruh Brand Image Coffee Shop Rimbun Espresso & Brew Bar Terhadap Kepuasan Konsumen di Kalagan Mahasiswa Kota Padang. Jurnal Pendidikan Tambusai, 6(Muljadi 2012), 15113–15118. https://jptam.org/index.php/jptam/article/view/4794
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Herjanto, H., & Amin, M. (2020). Repurchase intention: the effect of similarity and client knowledge. International Journal of Bank Marketing, 38(6), 1351–1371. https://doi.org/10.1108/IJBM-03-2020-0108
Ilyas, G. B., Rahmi, S., Tamsah, H., Munir, A. R., & Putra, A. H. P. K. (2020). Reflective model of brand awareness on repurchase intention and customer satisfaction. Journal of Asian Finance, Economics and Business, 7(9), 427–438. https://doi.org/10.13106/JAFEB.2020.VOL7.NO9.427
Japarianto, E., & Agatha, F. (2020). Pengaruh Brand Trust Terhadap Customer Loyalty Dimediasi Oleh Customer Satisfaction Pada Pengguna Shopee di Surabaya. Jurnal Strategi Pemasaran, 7(1), 1–10.
Kusumawati, A., & Rahayu, K. S. (2020). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. TQM Journal, 32(6), 1525–1540. https://doi.org/10.1108/TQM-05-2019-0150
Laksono, A. W., & Suryadi, N. (2020). Pengaruh Citra Merek, Kepercayaan Merek, Dan Kualitas Merek Terhadap Loyalitas Merek Pada Pelanggan Geprek Bensu Di Kota Malang. Holistic Journal of Management Research, 3(1), 8–16. https://doi.org/10.33019/hjmr.v3i1.1804
Marvelyn, C. (2020). Pengaruh Brand Identity Terhadap Brand Loyalty Melalui Brand Image dan Brand Trust. Jurnal Administrasi Bisnis, 3(4), 923–937.
Nasir, M., Sularso, A., Irawan, B., & Paramu, H. (2020). Brand Trust for Creating Brand Loyalty in Automotive Products. International Journal of Management, 11(06), 1237–1250. https://doi.org/10.34218/IJM.11.6.2020.113
Pranata, Z., & Permana, D. (2021). Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention. European Journal of Business and Management Research, 6(1), 129–133. https://doi.org/10.24018/ejbmr.2021.6.1.704
Pratiwi, R. S., Salim, U., & Sunaryo, S. (2021). the Effect of Brand Experience and Perceived Value on Brand Loyalty Mediated By Brand Trust. Jurnal Aplikasi Manajemen, 19(2), 310–318. https://doi.org/10.21776/ub.jam.2021.019.02.07
Putra, E. Y., & Liesty Indriani, V. (2023). Analisis Faktor–Faktor yang Mempengaruhi Brand Loyalty pada Coffee Shop yang ada di Batam. E-Journal Ekonomi Bisnis Dan Akuntansi, 10(1), 9. https://doi.org/10.19184/ejeba.v10i1.37121
Putra, T. W., & Keni, K. (2020). Brand Experience, Perceived Value, Brand Trust Untuk Memprediksi Brand Loyalty: Brand Love Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(1), 184. https://doi.org/10.24912/jmieb.v4i1.7759
Sari, S., Syamsuddin, & Syahrul. (2021). Analisis Brand Awareness Dan Pengaruhnya Terhadap. Journal of Business Administration (JBA), 1(1), 37–48.
Shidiqy, D., & Setiawan, R. (2022). Dominasi Brand Minded Dan Multi-Brand Loyalty Dalam Pembelian Produk Dengan Luxury Brand. SOSEBI: Jurnal Penelitian Mahasiswa Ilmu Sosial, Ekonomi, Dan Bisnis Islam, 2(1), 123–136. https://doi.org/10.21274/sosebi.v2i1.5352
Sultan, K., Akram, S., Abdulhaliq, S., Jamal, D., & Saleem, R. (2019). A Strategic Approach to the Consumer Perception of Brand on the Basis of Brand Awareness and Brand Loyalty. International Journal of Research in Business and Social Science (2147- 4478), 8(3), 33–44. https://doi.org/10.20525/ijrbs.v8i3.259
Susanti, V., Sumarwan, U., Simanjuntak, M., & Yusuf, E. Z. (2020). The Rational Factors of Perceived Quality and Perceived Value as the Drivers of Customer Satisfaction and Brand Loyalty. Bisnis & Birokrasi Journal, 26(3), 4–6. https://doi.org/10.20476/jbb.v26i3.11121
Yohana F. C. P. Meilani, I. B. M. P. B., & Ian N. Suryawan, R. R. M. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412. https://doi.org/10.24912/jm.v24i3.676
Zang, W., Qian, Y., & Song, H. (2022). The Effect of Perceived Value on Consumers’ Repurchase Intention of Commercial Ice Stadium: The Mediating Role of Community Interactions. International Journal of Environmental Research and Public Health, 19(5). https://doi.org/10.3390/ijerph19053043
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the Impact of Brand Image and Brand Loyalty on Brand Equity: The Mediating Role of Brand Awareness. International Journal of Innovation, Creativity and Change. Www.Ijicc.Net, 15(2), 1091. https://www.ijicc.net/images/Vol_15/Iss_2/15273_Zia_2021_E1_R.pdf
Abbas, U., Islam, K. M. A., Hussain, S., Baqir, M., & Muhammad, N. (2021). Impact of Brand Image on Customer Loyalty With the Mediating Role of Customer Satisfaction and Brand Awareness. International Journal of Marketing Research Innovation, 5(1), 1–15. https://doi.org/10.46281/ijmri.v5i1.987
Ali, H. (2019). Building Repurchase Intention and Purchase Decision: Brand Awareness and Brand Loyalty Analysis (Case Study Private Label Product in Alfamidi Tangerang). Saudi Journal of Humanities and Social Sciences, 04(09), 623–634. https://doi.org/10.36348/sjhss.2019.v04i09.009
Ananda, A., Mugiono, M., & Hussein, A. S. (2021). The influence of store image on repurchase intention: the mediation role of perceived value and customer satisfaction. International Journal of Research in Business and Social Science (2147- 4478), 10(4), 17–27. https://doi.org/10.20525/ijrbs.v10i4.1209
Ashraf, M. U., Khan, S. N., & Ansari, A. A. (2021). Impact of Brand Awareness and Social Media Content Marketing on Brand Loyalty: The Mediating Role of Brand Trust. Journal of Organization and Business, 2(1), 161–168. https://journals.ckcpublishing.org/index.php/Job/article/view/22
Bozbay, Z., & Karakuş Başlar, E. (2022). Impact of Brand Trust on Brand Loyalty: Mediating Role of Brand Affect. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(1), 803–828.
DÜLEK, B., & AYDIN, İ. (2020). Effect of Social Media Marketing on E-Wom, Brand Loyalty, and Purchase Intent. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
Fatikhyaid, M., Rachma, N., & Hufron, M. (2023). Pengaruh Brand Image, Brand Awareness dan Brand Trust Terhadap Brand Loyalty Pengguna Smartphone Merek Samsung. Jurnal Riset Manajemen, 82–94.
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Japarianto, E., & Agatha, F. (2020). Pengaruh Brand Trust Terhadap Customer Loyalty Dimediasi Oleh Customer Satisfaction Pada Pengguna Shopee di Surabaya. Jurnal Strategi Pemasaran, 7(1), 1–10.
Nasir, M., Sularso, A., Irawan, B., & Paramu, H. (2020). Brand Trust for Creating Brand Loyalty in Automotive Products. International Journal of Management, 11(06), 1237–1250. https://doi.org/10.34218/IJM.11.6.2020.113
Pranata, Z., & Permana, D. (2021). Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention. European Journal of Business and Management Research, 6(1), 129–133. https://doi.org/10.24018/ejbmr.2021.6.1.704
Published
2024-09-30
How to Cite
Fadhilah Fauzi, N., & Evanita, S. (2024). The role of brand trust as a mediator in the relationship between brand awareness, social media marketing, and brand loyalty. Marketing Management Studies, 4(3), 233-248. https://doi.org/10.24036/mms.v4i3.526
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Articles
