The Role of Brand Trust in Mediating the Effect of Social Media Marketing on Brand Loyalty at Falala Chocolate Customers in Denpasar
Abstract
Consumption of chocolate in Indonesia continues to increase every year, this can be an opportunity for businessmen to open a business with the main product of chocolate. Falala Chocolate Bali takes advantage of this opportunity by selling and marketing unique and attractive artisan chocolate products. This study aims to analyze the role of brand trust in mediating the effect of social media marketing on brand loyalty. This study was conducted at Falala Chocolate in Denpasar City, with a sample of 100 people who were determined by purposive sampling. Data was collected using a survey approach, and the study instrument was a questionnaire measured by a Likert scale. The data were analyzed using path analysis. The results of this study indicate that all hypotheses are accepted. Social media marketing has a positive and significant effect on brand loyalty, social media marketing has a positive and significant effect on brand trust, brand trust has a positive and significant effect on brand loyalty, and brand trust has a significant role in mediating the influence of social media marketing on brand loyalty.
References
Abd Rasyid, R., Moniharapon, S., & Trang, I. (2018). Pengaruh strategi promosi melalui social media, kualitas layanan dan word of mouth terhadap keputusan pembelian sepeda motor suzuki pada pt. sinar galesong mandiri malalayang manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 6(4).
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), 458–469. doi:https://doi.org/10.24036/mms.v3i1.342
Adnan. (2018). Pengaruh Perilaku Konsumen terhadap Keputusan Pembelian Susu Morinaga di Kota Lhokseumawe. Jurnal Visioner & Strategis, 7(2), 1–9.
Annisa Amalina. (2016). Pengaruh Social media marketing terhadap Brand loyalty dengan Brand Trust sebagai Variabel Intervening (Studi Pada Follower Twittermizone @Mizoneid). Jurnal Ilmu Manajemen Vol. 4, No. 3.
Ali, F., & Muqadas, S. (2015). The impact of brand equity on brand loyalty: The mediating role of customer satisfaction. Pakistan Journal of Commerce and Social Sciences (PJCSS), 9(3), 890-915.
As' ad, H. A. R., & Alhadid, A. Y. (2014). The impact of social media marketing on brand equity: An empirical study on mobile service providers in Jordan. Review of Integrative Business and Economics Research, 3(1), 315.
Bastian, D.A. (2014). Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand loyalty) ADES PT. Ades Alfindo Putra Setia. Jurnal Manajemen Pemasaran Petra Vol. 2, No. 1
Bagaturia, G., & Johson, M. (2014). The Impact of Social Media in Marketing Management. Journal of Business, 3(1), 5–13.
Dewi, L. K. C., Wardana, I. M., Yasa, N. N. K. Y., & Sukaatmadja, I. P. G. (2021). Entrepreneurial Marketing, Customer Relationship Marketing, Inovasi Produk, dan Daya Saing UKM: Konsep dan Aplikasi dalam Penelitian. Media Sains Indonesia. https://books.google.co.id/books?id= msxEAAAQBAJ&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false
ElAydi, H. O. (2018). The effect of social media marketing on brand awareness through Facebook: An individual-based perspective of mobile services sector in Egypt. Open Access Library Journal, 5(10), 1-5.
Etemadifard, M., Kafashpoor, A., & Zendehdel, A. (2016). The Effect of Brand Communication and Service Quality in the Creation of Brand loyalty through Brand Trust (Case Study: Samsung’s Representatives Company in Mashhad City). International Journal of Advanced Studies in Humanities and Social Science, 5(4), 336–346.
Gunelius, Susan. (2011). 30- Minute Social media marketing. United States: McGraw-Hill Companies
Haudi, H., Handayani, W., Suyoto, Musnaini, Y. T., Praseti, T., Pitaloka, E., Wijoyo, H., … 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. doi:10.5267/j.ijdns.2022.1.015
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102.
Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915-934.
Joseph, J., Sivakumaran, B., & Mathew, S. (2020). Does loyalty matter? Impact of brand loyalty and sales promotion on brand equity. Journal of Promotion Management, 26(4), 524-543.
Kotler, P., & Keller, K. L. (2016). A framework for marketing management (p. 352). Boston, MA: Pearson.
Kotler, Philip, dan Keller, Kevin Lane. (2016). Manajemen Pemasaran, Edisi 15, Jilid 1, Penerbit Erlangga.
Kurniawan, H. H. (2017). Pengaruh Perceived Quality terhadap Brand loyalty melalui Mediasi Brand Image dan Brand Trust. Jurnal Bisnis dan Manajemen, 4(2).
Khoa, B. T. (2020). The Antecedents of Relationship Marketing and Customer Loyalty: A Case of the Designed Fashion Product. Journal of Asian Finance, Economics and Business, 7(2), 195–204.
Le, M. T. (2021). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing-ESIC, 25(1), 156-180.
Murtiningsih, D. (2017). Pengaruh Social media marketing, Brand Equity, Brand Trust Terhadap Brand loyalty (Studi Pada Perguruan Tinggi Swasta Di Jakarta) (Doctoral dissertation, Universitas Brawijaya).
Mosavi, S. A., & Kenarehfard, M. (2013). The Effect of Value creation practices on brand trust and brand loyalty: Case study of Apple Iphone cell phone, Shiraz, Iran. Prime Journal of Business Administration and Management, 3(9), 1182–1189.
Mehrabi, A., Islami, H., & Aghajani, M. (2014). The Effect of Social media marketing on Customers’ Brand loyalty. International Journal of Academic Research in Business and Social Sciences, 4(8), 480–495. doi. 10.6007/IJARBSS/v4-i8/1124
Mowen, John C. dan Minor Michael. 2002. Perilaku Konsumen. Alih Bahasa: Dwi Kartini Yahya. Jilid kedua. Jakarta: Erlangga. Rangkuti, Freddy. 2004. The Power of Brands.
Nariswari, Islah Cahyarani. Pengaruh Keterikatan Merek terhadap Loyalitas Merek dengan Mediasi Kepuasan Merek Pelanggan Maybelline di Shopee. Diss. Universitas Hayam Wuruk Perbanas Surabaya, 2021.
Narottama, N., & Moniaga, N. E. P. (2022). Pengaruh Social media marketing Terhadap Keputusan Pembelian Konsumen Pada Destinasi Wisata Kuliner di Kota Denpasar. Jurnal Master Pariwisata (JUMPA), 741-773.
Nielsen, A. C. (2011). The Digital media and Habits Attitudes of South East Asian Consumers
Nugraha, J.P. (2021). Teori Perilaku Konsumen. Penerbit NEM. ISBN: 978-623-423-081-9
Orzan, G., Platon, O. E., Stefănescu, C. D., & Orzan, M. (2016). Conceptual Model Regarding The Influence Of Social Media Marketing Communication On Brand Trust, Brand Affect And Brand Loyalty. Economic Computation & Economic Cybernetics Studies & Research, 50(1).
Peter, J. Paul dan Jerry C Olson. (2002). Perilaku konsumen dan strategi pemasaran. Terjemahan. Jakarta: Erlangga
Pradiani, T. (2018). Pengaruh Sistem Pemasaran Digital Marketing Terhadap Peningkatan Volume Penjualan Hasil Industri Rumahan. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 11(2), 46-58. https://doi.org/10.32812/jibeka.v11i2.45
Pratama, D. E. (2016). Pengaruh Social media marketing dan Kepuasan Pelanggan Terhadap Loyalitas Merek (Studi Pada Pelanggan Pengakses Fanpage Air Asia Indonesia di Kota Malang.
Puspaningrum, A. (2020). Social media marketing and brand loyalty: The role of brand trust. The Journal of Asian Finance, Economics and Business, 7(12), 951-958.
Radhitama, J. I. (2018). Analisis Pengaruh Social media marketing terhadap Brand loyalty dengan Brand Equity sebagai Variabel Mediasi pada Akun Instagram@ gojekindonesia (Studi pada Konsumen Go-Jek di Kota Malang) (Doctoral dissertation, Universitas Brawijaya).
Rizan, M., Saidani, B., & Sari, Y. (2012). Pengaruh brand image dan brand trust terhadap brand loyalty teh botol sosro survei konsumen teh botol sosro di food court itc cempaka mas, jakarta timur. JRMSI-Jurnal Riset Manajemen Sains Indonesia, 3(1), 1-17.
Sabbatho, K., Mintarti, S., & Hidayati, T. (2020). Employee Engagement Sebagai Variabel Mediasi Antara Talent Management, Knowledge Sharing Dan Employee Capability. DERIVATIF: Jurnal Manajemen, 14(2).
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139-2146.
Suryadinatha, RyanHegar (2015) Pengaruh Social media marketing Terhadap Loyalitas Merek (Studi Pada Pengakses Akun Twitter Garuda Indonesia @Indonesiagaruda Di Kota Malang). Sarjana thesis, Universitas Brawijaya. http://repository.ub.ac.id/id/eprint/107955
Suyana Utama, M. (2016). Aplikasi Analisis Kuantitatif. Denpasar: Sastra Utama.
Wantini, E., & Yudiana, F. E. (2021). Social media marketing and brand personality to brand loyalty with brand trust and brand equity as a mediator. Indonesian Journal of Islamic Economics Research,3(1), 1-14. doi: https://doi.org/10.18326/ijier.v3i1.4716
Wu, W. Y., Do, T. Y., Nguyen, P. T., Anridho, N. A., & Vu, M. Q. (2020). An Integrated Framework of Customer-based Brand Equity and Theory of Planned Behavior: A Meta-analysis Approach. Journal of Asian Finance, Economics and Business, 7(8), 371–381. https://doi.org/10.13106/jafeb.2020.vol7.no8.371
Zulfikar, A. R., & Mikhriani, M. (2017). Pengaruh social media marketing terhadap brand trust pada followers instagram dompet dhuafa cabang yogyakarta. Al-Idarah: Jurnal Manajemen Dan Administrasi Islam, 1(2), 279-294.
Abstract viewed = 293 times
PDF downloaded = 267 times
