The mediating effect of brand trust on social media marketing-brand loyalty relationship in Mineral Water industry
Keywords:
Brand loyalty; social media marketing; brand trust.
Abstract
This study aims to analyze the effect of social media marketing on brand loyalty of
Aqua mineral water in Padang City with brand trust as a mediating variable. Using
quantitative methods with hypothesis testing at the 5% significance level, the results
showed that social media marketing has a positive effect on brand loyalty,
strengthened by consumer trust. This study recommends the importance of
monitoring the effectiveness of social media content using digital metrics, and
invites further research to explore other factors that influence brand loyalty. The
findings contribute to academics and practitioners in understanding marketing
strategies in the digital age.
Downloads
Download data is not yet available.
References
Ali, lF., lSuveatwatanakul, lC., lNanu, lL., lAli, lM., l& lTerrah, lA. l(2024). lSocial lmedia lmarketing land lBrand lLoyalty.: lexploring linterrelationships lthrough lsymmetrical land lasymmetrical lmodeling. lSpanish lJournal lof lMarketing l- lESIC. lhttps://doi.org/10.1108/SJME-08-2023-0219
Assistant, lT., lPlaton, lO.-E., lCristian, lC., lStefănescu, lD., l& lOrzan, lM. l(2016). lEconomic lComputation land lEconomic lCybernetics lStudies land lResearch l(Vol. l50, lIssue l1).
Atulkar, lS. l(2020). lBrand lTrust land lBrand lLoyalty. lin lmall lshoppers. lMarketing lIntelligence land lPlanning, l38(5), l559–572. lhttps://doi.org/10.1108/MIP-02-2019-0095
Ebrahim, lR. lS. l(2020). lThe lRole lof lTrust lin lUnderstanding lthe lImpact lof lSocial lmedia lmarketing lon lBrand lEquity land lBrand lLoyalty.. lJournal lof lRelationship lMarketing, l19(4), l287–308. lhttps://doi.org/10.1080/15332667.2019.1705742
Ellitan, lL., lHarvina, lL. lG. lD., l& lLukito, lR. lS. lH. l(2022). lThe lEffect lof lSocial lmedia lmarketing lon lBrand lImage, lBrand lTrust, land lPurchase lIntention lof lSomethinc lSkincare lProducts lin lSurabaya. lJournal lof lEntrepreneurship l& lBusiness, l3(2), l104–114. lhttps://doi.org/10.24123/jeb.v3i2.4801
Erdoğmuş, lİ. lE., l& lÇiçek, lM. l(2012). lThe lImpact lof lSocial lmedia lmarketing lon lBrand lLoyalty.. lProcedia l- lSocial land lBehavioral lSciences, l58, l1353–1360. lhttps://doi.org/10.1016/j.sbspro.2012.09.1119
Hanaysha, lJ. lR. l(2022). lImpact lof lSocial lmedia lmarketing lfeatures lon lconsumer’s lpurchase ldecision lin lthe lfast-food lindustry: lBrand lTrust las la lmediator. lInternational lJournal lof lInformation lManagement lData lInsights, l2(2). lhttps://doi.org/10.1016/j.jjimei.2022.100102
Haudi, lHandayani, lW., lMusnaini, lSuyoto, lY. lT., lPrasetio, lT., lPital-Oka, lE., lWijoyo, lH., lYonata, lH., lKoho, lI. lR., l& lCahyono, lY. l(2022). lThe leffect lof lSocial lmedia lmarketing lon lBrand lTrust, lbrand lequity land lBrand lLoyalty.. lInternational lJournal lof lData land lNetwork lScience, l6(3), l961–972. lhttps://doi.org/10.5267/j.ijdns.2022.1.015
Hussain, lS., lSeet, lP. lS., lQazi, lA., lSalam, lA., lSadeque, lS., l& lShar, lS. l(2025). lBrand lLoyalty. land lrepurchase lintention lin lthe lface lof lopportunistic lrecalls: lThe lmoderating lrole lof lperceived ldialogical lCSR lcommunication. lJournal lof lRetailing land lConsumer lServices, l84. lhttps://doi.org/10.1016/j.jretconser.2025.104226
Ismail, lA. lR. l(2017). lThe linfluence lof lperceived lSocial lmedia lmarketing lactivities lon lBrand lLoyalty.: lThe lmediation leffect lof lbrand land lvalue lconsciousness. lAsia lPacific lJournal lof lMarketing land lLogistics, l29(1), l129–144. lhttps://doi.org/10.1108/APJML-10-2015-0154
Jibril, lA. lB., lKwarteng, lM. lA., lChovancova, lM., l& lPilik, lM. l(2019a). lThe limpact lof lsocial lmedia lon lconsumer-Brand lLoyalty.: lA lmediating lrole lof lonline lbased-brand lcommunity. lCogent lBusiness land lManagement, l6(1). lhttps://doi.org/10.1080/23311975.2019.1673640
Konuk, lF. lA. l(2021). lThe lmoderating limpact lof ltaste laward lon lthe linterplay lbetween lperceived ltaste, lperceived lquality land lBrand lTrust. lJournal lof lRetailing land lConsumer lServices, l63. lhttps://doi.org/10.1016/j.jretconser.2021.102698
PUSPANINGRUM, lA. l(2020). lSocial lmedia lmarketing land lBrand lLoyalty.: lThe lRole lof lBrand lTrust. lJournal lof lAsian lFinance, lEconomics land lBusiness, l7(12), l951–958. lhttps://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951
Şahin, lA., lZehir, lC., l& lKitapçi, lH. l(2011). lThe leffects lof lbrand lexperiences, ltrust land lsatisfaction lon lbuilding lBrand lLoyalty.; lan lempirical lresearch lon lglobal lbrands. lProcedia l- lSocial land lBehavioral lSciences, l24, l1288–1301. lhttps://doi.org/10.1016/j.sbspro.2011.09.143
Sohaib, lM., l& lHan, lH. l(2023). lBuilding lvalue lco-creation lwith lsocial lmedia lmarketing, lBrand lTrust, land lBrand lLoyalty.. lJournal lof lRetailing land lConsumer lServices, l74. lhttps://doi.org/10.1016/j.jretconser.2023.103442
Sohail, lM. lS., lHasan, lM., l& lSohail, lA. lF. l(2019). lThe lImpact lof lSocial lmedia lmarketing lon lBrand lTrust land lBrand lLoyalty.. lInternational lJournal lof lOnline lMarketing, l10(1), l15–31. lhttps://doi.org/10.4018/ijom.2020010102
Tatar, lŞ. lB., l& lEren-Erdoğmuş, lİ. l(2016). lThe leffect lof lSocial lmedia lmarketing lon lBrand lTrust land lBrand lLoyalty. lfor lhotels. lInformation lTechnology land lTourism, l16(3), l249–263. lhttps://doi.org/10.1007/s40558-015-0048-6
Yadav, M., & Rahman, Z. (2018). The influence of Social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking, 25(9), 3882–3905. https://doi.org/10.1108/BIJ-05-2017-0092
Yazdanian, N., Ronagh, S., Laghaei, P., & Mostafshar, F. (2019). The mediation roles of purchase intention and Brand Trust in relationship between social marketing activities and Brand Loyalty.. In Int. J. Business Intelligence and Data Mining (Vol. 15, Issue 4). http://www.facebook.com/press/info.php?statistics
Zehir, C., Şahin, A., Kitapçi, H., & Özçahin, M. (2011). The effects of brand communication and service quality in building Brand Loyalty. through Brand Trust; the empirical research on global brands. Procedia - Social and Behavioral Sciences, 24, 1218–1231. https://doi.org/10.1016/j.sbspro.2011.09.142
Assistant, lT., lPlaton, lO.-E., lCristian, lC., lStefănescu, lD., l& lOrzan, lM. l(2016). lEconomic lComputation land lEconomic lCybernetics lStudies land lResearch l(Vol. l50, lIssue l1).
Atulkar, lS. l(2020). lBrand lTrust land lBrand lLoyalty. lin lmall lshoppers. lMarketing lIntelligence land lPlanning, l38(5), l559–572. lhttps://doi.org/10.1108/MIP-02-2019-0095
Ebrahim, lR. lS. l(2020). lThe lRole lof lTrust lin lUnderstanding lthe lImpact lof lSocial lmedia lmarketing lon lBrand lEquity land lBrand lLoyalty.. lJournal lof lRelationship lMarketing, l19(4), l287–308. lhttps://doi.org/10.1080/15332667.2019.1705742
Ellitan, lL., lHarvina, lL. lG. lD., l& lLukito, lR. lS. lH. l(2022). lThe lEffect lof lSocial lmedia lmarketing lon lBrand lImage, lBrand lTrust, land lPurchase lIntention lof lSomethinc lSkincare lProducts lin lSurabaya. lJournal lof lEntrepreneurship l& lBusiness, l3(2), l104–114. lhttps://doi.org/10.24123/jeb.v3i2.4801
Erdoğmuş, lİ. lE., l& lÇiçek, lM. l(2012). lThe lImpact lof lSocial lmedia lmarketing lon lBrand lLoyalty.. lProcedia l- lSocial land lBehavioral lSciences, l58, l1353–1360. lhttps://doi.org/10.1016/j.sbspro.2012.09.1119
Hanaysha, lJ. lR. l(2022). lImpact lof lSocial lmedia lmarketing lfeatures lon lconsumer’s lpurchase ldecision lin lthe lfast-food lindustry: lBrand lTrust las la lmediator. lInternational lJournal lof lInformation lManagement lData lInsights, l2(2). lhttps://doi.org/10.1016/j.jjimei.2022.100102
Haudi, lHandayani, lW., lMusnaini, lSuyoto, lY. lT., lPrasetio, lT., lPital-Oka, lE., lWijoyo, lH., lYonata, lH., lKoho, lI. lR., l& lCahyono, lY. l(2022). lThe leffect lof lSocial lmedia lmarketing lon lBrand lTrust, lbrand lequity land lBrand lLoyalty.. lInternational lJournal lof lData land lNetwork lScience, l6(3), l961–972. lhttps://doi.org/10.5267/j.ijdns.2022.1.015
Hussain, lS., lSeet, lP. lS., lQazi, lA., lSalam, lA., lSadeque, lS., l& lShar, lS. l(2025). lBrand lLoyalty. land lrepurchase lintention lin lthe lface lof lopportunistic lrecalls: lThe lmoderating lrole lof lperceived ldialogical lCSR lcommunication. lJournal lof lRetailing land lConsumer lServices, l84. lhttps://doi.org/10.1016/j.jretconser.2025.104226
Ismail, lA. lR. l(2017). lThe linfluence lof lperceived lSocial lmedia lmarketing lactivities lon lBrand lLoyalty.: lThe lmediation leffect lof lbrand land lvalue lconsciousness. lAsia lPacific lJournal lof lMarketing land lLogistics, l29(1), l129–144. lhttps://doi.org/10.1108/APJML-10-2015-0154
Jibril, lA. lB., lKwarteng, lM. lA., lChovancova, lM., l& lPilik, lM. l(2019a). lThe limpact lof lsocial lmedia lon lconsumer-Brand lLoyalty.: lA lmediating lrole lof lonline lbased-brand lcommunity. lCogent lBusiness land lManagement, l6(1). lhttps://doi.org/10.1080/23311975.2019.1673640
Konuk, lF. lA. l(2021). lThe lmoderating limpact lof ltaste laward lon lthe linterplay lbetween lperceived ltaste, lperceived lquality land lBrand lTrust. lJournal lof lRetailing land lConsumer lServices, l63. lhttps://doi.org/10.1016/j.jretconser.2021.102698
PUSPANINGRUM, lA. l(2020). lSocial lmedia lmarketing land lBrand lLoyalty.: lThe lRole lof lBrand lTrust. lJournal lof lAsian lFinance, lEconomics land lBusiness, l7(12), l951–958. lhttps://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951
Şahin, lA., lZehir, lC., l& lKitapçi, lH. l(2011). lThe leffects lof lbrand lexperiences, ltrust land lsatisfaction lon lbuilding lBrand lLoyalty.; lan lempirical lresearch lon lglobal lbrands. lProcedia l- lSocial land lBehavioral lSciences, l24, l1288–1301. lhttps://doi.org/10.1016/j.sbspro.2011.09.143
Sohaib, lM., l& lHan, lH. l(2023). lBuilding lvalue lco-creation lwith lsocial lmedia lmarketing, lBrand lTrust, land lBrand lLoyalty.. lJournal lof lRetailing land lConsumer lServices, l74. lhttps://doi.org/10.1016/j.jretconser.2023.103442
Sohail, lM. lS., lHasan, lM., l& lSohail, lA. lF. l(2019). lThe lImpact lof lSocial lmedia lmarketing lon lBrand lTrust land lBrand lLoyalty.. lInternational lJournal lof lOnline lMarketing, l10(1), l15–31. lhttps://doi.org/10.4018/ijom.2020010102
Tatar, lŞ. lB., l& lEren-Erdoğmuş, lİ. l(2016). lThe leffect lof lSocial lmedia lmarketing lon lBrand lTrust land lBrand lLoyalty. lfor lhotels. lInformation lTechnology land lTourism, l16(3), l249–263. lhttps://doi.org/10.1007/s40558-015-0048-6
Yadav, M., & Rahman, Z. (2018). The influence of Social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking, 25(9), 3882–3905. https://doi.org/10.1108/BIJ-05-2017-0092
Yazdanian, N., Ronagh, S., Laghaei, P., & Mostafshar, F. (2019). The mediation roles of purchase intention and Brand Trust in relationship between social marketing activities and Brand Loyalty.. In Int. J. Business Intelligence and Data Mining (Vol. 15, Issue 4). http://www.facebook.com/press/info.php?statistics
Zehir, C., Şahin, A., Kitapçi, H., & Özçahin, M. (2011). The effects of brand communication and service quality in building Brand Loyalty. through Brand Trust; the empirical research on global brands. Procedia - Social and Behavioral Sciences, 24, 1218–1231. https://doi.org/10.1016/j.sbspro.2011.09.142
Published
2025-07-08
How to Cite
Najib, H., & Yasri, Y. (2025). The mediating effect of brand trust on social media marketing-brand loyalty relationship in Mineral Water industry. Marketing Management Studies, 5(2), 153-162. https://doi.org/10.24036/mms.v5i2.628
Section
Articles
