Consumer’s Trust Social Media Marketing as a Moderation: Effect of Perceived Credibility of Product and Brand Resonance on Brand Loyalty
Abstract
The aim of this research is to identify the effect of perceived credibility of product and brand resonance on brand loyalty with consumer's trust social media marketing as a moderator. The population used in this research is all Else Corset consumers with an unknown population size. The sampling technique used is non-probability sampling which can be used is accidental sampling with a sample size of 96 respondents. This research uses several questionnaire methods as data collection. The questionnaire is a written list of questions, designed with reference to data measurement instruments to measure perceived credibility of product, brand resonance, and consumer's trust in social media marketing. One method for analyzing moderating variables is moderating regression analysis. Moderated regression analysis is a regression analysis that involves moderating variables in building a relationship model. The research results show that Perceived Credibility of Product has a positive and significant effect on Brand Loyalty. Brand Resonance has a positive and significant effect on Brand Loyalty. Customer's Social Media Marketing can strengthen the Perceived Credibility of Products in Brand Loyalty. Customer's Social Media Marketing is unable to strengthen the influence of Brand Resonance on Brand Loyalty. To increase brand loyalty, companies must focus on building product credibility through high-quality products, transparent communication, and expert support. In addition, Els Korset should utilize social media marketing to strengthen the positive impact of perceived product credibility on brand loyalty. However, companies should not rely solely on social media marketing to influence brand resonance, as this has a direct and significant impact on brand loyalty.
References
Aaker, David, (2015). Manajemen Ekuitas Merek, Mitra Utama, Jakarta.
Abdul Hamid, Mokhammad Natsir, & Harianto Respati. (2022). Pengaruh Customer Trust dan Customer Satisfaction Terhadap Brand Loyalty Melalui E-WOM. SKETSA BISNIS, 9(1), 102-113. https://doi.org/10.35891/jsb.v9i1.2800.
Alhaddad, Abdullah, (2015), “A Structural Model of The Relationships Between Brand Image, Brand Trust and Brand Loyalty,” Marketing and International trade Department, Higher Institude of Business Administration, Syria-Damascus.
Andreas, Julius. (2022). Pengaruh Brand Credibility Terhadap Word of Mouth Melalui Customer Satisfaction Dan Customer Loyalty Pada Giant Hypermarket di Surabaya. JUMMA. 1(4).
Bojang, I. (2017). Determinants of trust in B2C e- commerce and their relationship with consumer online trust: A case of Ekaterinburg, Russian Federation. Journal of Internet Banking and Commerce, 22, 1-59.
Bruns, I. (2018). Perceived authenticity and trust in social media-driven influencer marketing and their influence on intentions-to-buy of 18-24-year-olds in Ireland. Unpublished Master’s Thesis). Dublin Business School, Ireland.
Chadijah, & Mayasari, I. (2020). Analisis Brand Resonance: Studi Pada Restoran Martabak Puas. Tesis Terpublikasi.
Dabas, Swati, Sharma, S., & Manaktola, K. (2021). Adoption of digital marketing tools in inde- pendent businesses: experiences of restaurant entrepreneurs in India and United Kingdom. Worldwide Hospitality and Tourism Themes, 13(2), 214–35. doi: 10.1108/whatt-09-2020-0120.
Dharmayana, I. M. A., and Gede B. Rahanatha. (2017). Pengaruh Brand Equity, Brand Trust, Brand Preference, dan Kepuasan Konsumen terhadap Niat Membeli Kembali. E-Jurnal Manajemen Universitas Udayana, vol. 6, no. 4.
Duman, T., et al. (2017). "The role of affective factors on brand resonance: Measuring customer? based brand equity for the Sarajevo brand." Journal of Destination Marketing & Management.
Erdem T, Swait J (2014). Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 311 (1), 191-198.
Erdogmus, I., & Budeyri-Turan, I. (2012). The role of personality congruence, perceived quality and prestige on ready-to-wear brand loyalty. Journal of Fashion Marketing and Management, 16, 399-417.
Eslami, Sara. 2020. The effect of brand experience on brand equity and brand loyalty through the mediating role of brand awareness, brand image and perceived quality. Archives of Pharmacy Practice, 11(S1), 98- 104.
Febriane, R., Wibowo, W., & Agrippina, Y. R. (2023). The Influences of Perceived Credibility and Consumer Attitude Towards Purchase Intention of Some by Mi’s YouTube User Generated Content. In Advances in Economics, Business and Management Research. Atlantis Press International BV.
Ferdinand, Augusty. 2014. Metode Penelitian Manajemen. BP Universitas Diponegoro. Semarang.
Ghozali, Imam. 2018. Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro: Semarang.
Ginting, Robby Abigail Martinus (2022) Pengaruh Trustworthiness dan Perceived Quality pada Brand Credibility dan Dampaknya pada Customer Loyalty Konsumen Produk Minyak Kemiri. Ringkasan Skripsi thesis, STIE YKPN.
Hapsari, B. C. and S. R. Tri Astuti, "PENGARUH KERAGAMAN PRODUK DAN PROMOSI PENJUALAN TERHADAP MINAT BELI ULANG DI TOKO ONLINE LAZADA DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING," Diponegoro Journal of Management, vol. 11, no. 2.
Haq, M.I.U., Khaliq Alvi, A., Somroo, M.A., Akhtar, N. and Ahmed, A. (2022), "Relationship of brand credibility and brand loyalty: the mediating effects of attitude toward brand", Journal of Economic and Administrative Sciences, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JEAS-08-2021-0142.
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., & Rangaswamy, A., et al. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research.
Hirschmann, R. (2018). Share of Respondents Who Indicated They Were Most Interested to See the Following Beauty Products as Part of a Collaboration with A Celebrity, as of November 2018. Statista, City.https://doi.org/10.2991/978-94-6463-076-3.
Irshad, M., Ahmad, M.S. and Malik, O.F. (2020). Understanding consumers’ trust in social media marketing environment. International Journal of Retail & Distribution Management, Vol. 48 No. 11, pp. 1195-1212. https://doi.org/10.1108/IJRDM-07-2019-0225.
Keller, Kevin L. 2013. Strategic Brand Management; Building, Measuring, and Managing Brand Equity. Fourth Edition Harlow, English: Pearson Education Inc.
Kim, J. H., & Song, H. (2022, May 3). The influence of perceived credibility on purchase intention via competence and authenticity. International Journal of Hospitality Management, 90(2), 102617.
Kim, J.-H., Youn, H., & Rao, Y. (2017). Customer responses to food-related attributes in ethnic restaurants. International Journal of Hospitality Management, 61, 129–139. https://doi.org/10.1016/ j.ijhm.2016.11.00.
Kim, W. G., & Moon, Y. J. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28(1), 144–156. https://doi.org/10.1016/j.ijhm.2008.06.010.
Kusuma, Alvin, Universitas Pelita, Harapan Dewi, Surya Wuisan, (2021) ‘Effect of Brand Credibility To Word of Mouth Via Customer Satisfaction and Customer Loyalty At Hypermart Cyberpark Karawaci’, Jurnal Ilmu Manajemen, 18.1.
Laddawan Lekmat & Christopher Selvarajah & Chandana Hewege, 2018. "Relationship between Market Orientation, Entrepreneurial Orientation, and Firm Performance in Thai SMEs: The Mediating Role of Marketing Capabilities," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 17(3), pages 213-237.
Lim, Young-shin, Brandon Van Der Heide (2015). Evaluating the Wisdom of Strangers: The Perceived Credibility of Online Consumer Reviews on Yelp. Journal of Computer-Mediated Communication, Volume 20, Issue 1, Pages 67–82, https://doi.org/10.1111/jcc4.12093.
Loanata, T., & Tileng, K. G. (2016). Pengaruh Trust dan Perceived Risk pada Intention To Use Menggunakan Technology Acceptance Model (Studi Kasus Pada Situs E-Commerce Traveloka). Juisi, 2(1), 1–10. https://journal.uc.ac.id/index.php/JUISI/article/view/117/110.
Lorence, V., & Fuady, I. (2023). PENGARUH PERCIEVED CREDIBILTY OF CONSUMERS, PERCIEVED IMAGES OF CONSUMERS, DAN CONSUMER’S TRUST DALAM SOCIAL MEDIA MARKETING TERHADAP MINAT BELI PRODUK KECANTIKAN. Jurnal Manajemen Pemasaran, 17(1), 11-16. https://doi.org/10.9744/jmp.17.1.11-16.
LOVA, Tina Kurnia and RAHARJO, Susilo Toto (20 June 2023), PENGARUH SOCIAL MEDIA MARKETING DAN BRAND EXPERIENCE TERHADAP PURCHASE DECISION KONSUMEN PADA PRODUK KOSMETIK DAN BRAND TRUST SEBAGAI MEDIATOR (Studi pada Konsumen Somethinc). Tesis Universitas Diponogoro.
Mariati Tirta Wiyata, Elisya Pramana Putri & Ce Gunawan. (2020). Pengaruh Customer Experience, Ease of Use, dan Customer Trust Terhadap Repurchase Intention Konsumen Situs Jual Beli Online Shopee. Cakrawala Repositori IMWI. 3(1), 11-21.
Maura, Nadya Desna (2022) Analisis Pengaruh Brand Experience dan Brand Innovation Terhadap Brand Loyalty dengan Brand Trust sebagai Variabel Mediasi pada Pelanggan Grace and Glow di Surabaya. Undergraduate thesis, Universitas Dinamika.
Megawati, Puspa Leni, and Jumiatul Mulya. (2019). The Effect of Brand Resonance Towards Brand Loyalty of Smartphone Users in Indonesia: The Mediating Roles of Brand Satisfaction and Brand. International Journal of Innovation, Creativity and Change. Volume 5, Issue 6.
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. Massachussets: MIT Press.
Muñoz, C. L., & Wood, N. T. (2015). Update status: The state of social media marketing curriculum. Journal of Marketing Education, 37(2), 88–103. https://doi.org/10.1177/0273475315586596.
Naufal, Muhammad Najmuddin and Dr. Moechammad Nasir, SE., M.M. (2022) Analisis Pengaruh Brand Resonance Dan Brand Credibility Terhadap Brand Loyalty Yamaha Lexi Di Kota Surakarta. Thesis, Universitas Muhammadiyah Surakarta.
Nur Megawati, N.S. (2019) “Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Minat Pembelian Pada Online Shop (Studi Kasus: Pelanggan Online Shop Lazada Pada Mahasiswa Feb Unila)”, skripsi. Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Lampung.
Panigrahi, SK, Azizan, NAB, & Al Shamsi, IR (2021). Product Innovation, Customer Satisfaction, and Brand Loyalty of Using Smartphones Among University Students: PLS–SEM Approach. Indian Journal of Marketing, 51(1), 8-25.
Rabiah, Arbi Siti dan Jeffry. (2022). Faktor-Faktor Yang Mempengaruhi Brand Loyalty Pada Smartphone Realme di Jakarta. Jurnal Ekonomi dan Bisnis (E-QIEN). 10(1), 336-341.
Rahmi, E. D. &Aditya, S. (2017). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil dan Menengah (UMKM), di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani, 1 - 17.
Ramadhanayanti, Dwi Apriza, Gita Novianti Suliawan, Meta Limesa, Ina Agustini Murwani. (2022). The Impact of Founder's Perceived Credibility in Social Media on Customer-Brand Engagement to Improve Customer Satisfaction and Brand Loyalty in Indonesian Fashion SMEs. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Volume 5, No 2. 9134-9147.
Raut, U. R., Pawar, P. A., Brito, P. Q., & Sisodia, G. S. 2019. Mediating model of brand equity and its application. Spanish Journal of Marketing – ESIC. 23(2):295–318.
Rebelo, M. F. (2017). How influencers’ credibility on Instagram is perceived by consumers and its impact on purchase intention. Journal Institucional da Universidade Católica Portuguesa.
Riadi, Edi. (2016). Statistika Penelitian (Analisis Manual dan IBM SPSS). Edisi 1. Yogyakarta: ANDI.
Seyeoin Hong & Matthew Pittman. (2019). E-WOM anatomy of online product reviews: interaction effects of review number, valence, and star ratings on perceived credibility. International Journal of Advertising The Review of Marketing Communications. Volume 39, 2020 - Issue 7.
Solimun, Achmad, Adji. R. F, Nurjannah. 2017. Metode Statistika Multivariat Pemodelan Persamaan Struktural (SEM) Pendekatan WarpPLS. Malang: UB Press.
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Suriyadi, Florencia Irena. (2021). Pengaruh Perceived Information Quality, Dan Endorser Credibility Terhadap Purchase Intention Dengan Brand Trust Sebagai Variabel Intervening; Produk Scarlett Whitening. Jurnal Strategi Pemasaran. 8(2), 1-15.
Umeogu. B. (2012). Source Credibility: A Philosophical Analysis. Open Journal of Philosophy 2012. Vol. 2, No. 2, 112-115.
Upamannyu, Nischay K. et al. 2015. The Effect of Customer Trust on Customer Loyalty and Repurchase Intention: The Moderating Influence of Perceived CSR, International Journal of Research in IT, Management and Engineering, Vol. 5: 1-30.
Vivian Lorence, Ikhsan Fuady, Pengaruh Percieved Credibilty Of Consumers, Percieved Images Of Consumers, Dan Consumer’s Trust Dalam Social Media Marketing Terhadap Minat Beli Produk Kecantikan, Jurnal Manajemen Pemasaran, Vol. 17, No. 1, April 2023, 11?16 doi: https://doi.org/10.9744/pemasaran.17.1.11-16 p-ISSN 1907-235X / e-ISSN 2597-615X.
Wibisono, H. D., & Khasanah, I. (2022). Analisis Pengaruh Brand Experience Terhadap Brand Loyalty Dengan Brand Resonance dan Brand Reputation Sebagai Variabel Intervening. JURNAL STUDI MANAJEMEN ORGANISASI, 17(2), 27-38. https://doi.org/10.14710/jsmo.v17i2.39177.
Wischhover, C. (2018, September 18). “Natural” beauty products are huge now because of a fear of chemicals. Vox. https://www.vox.com/the-goods/2018/9/18/17866150/natural-clean-beauty-products-feinstein-cosmetics-bill-fda.
Yudiasbisma, Djodi Pratama dan Achmad Manshur Ali. (2019). Analysis of The Factors Forming The Brand Equity in an Accredited A College in The City of Bandung and Its Influence on Brand Image. e-Proceeding of Management: Vol.6, No.1. Page 82.
Yulianti and Keni. (2021). Source Credibility, Perceived Quality, and Attitude Towards Brand as Predictor on Purchase Intention of Local Beauty Products. Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021). Atlantis-press. DOI: 10.2991/aebmr.k.220501.074.
Zainab, Siti, Novie Handajani, and Hendrata Wibisana. 2020. “Analysis and Mapping of Changes in Salinity Concentration Influence by Acidity Value in Kwanyar Coastal, Bangkalan Madura District.” 2020:127–32. doi: 10.11594/nstp.2020.0519.