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Apr 9, 2025
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Apr 14, 2025
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Abstract
The purpose of this study is to determine the effect of social media marketing on brand loyalty mediated by brand trust. This study was conducted with the aim of explaining quantitatively. The population in this study were customers or users of Samsung smartphone products who actively use social media. The sampling technique used was convenience simple random sampling with a sample size of 95. The data analysis method used in this study was the Structural Equation Model (SEM) with a measurement model using the Smart PLS program. The results of this study indicate that social media marketing has a significant effect on brand trust. Social media marketing has a significant effect on brand loyalty. Brand trust shows a significant effect on brand loyalty. Brand trust can mediate the influence of social media marketing on brand loyalty.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Diansyah, Putri, A. N., & Suryono, I. (2025). Pengaruh Social Media Marketing Terhadap Brand Loyalty Yang Dimediasi Oleh Brand Trust Pada Pelanggan Smartphone Samsung. Jurnal Ekonomi Dan Statistik Indonesia, 5(1), 28-40. https://doi.org/10.11594/jesi.05.01.04
References
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Widianingsih, S. F., Ramdan, A. M., & Saori, S. (2022). Analisis Social Media Marketing Terhadap Brand Loyalty Pada Produk Operator Seluler Dengan Customer Relationship Management Sebagai Variabel Mediasi. Management Studies and Entrepreneurship Journal (MSEJ), 3(3), 1611–1621.
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Yoo, B., Donthu, N., & Lee, S. (2000). Pemeriksaan elemen bauran pemasaran terpilih dan ekuitas merek. Jurnal Akademi Ilmu Pemasaran, 28, 195–211.
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559–572.
Awali, Faisa Putri, and S. R. T. A. (2021). Pengaruh social media marketing activities dan brand experience terhadap brand loyalty: Peran brand trust sebagai variabel mediasi (Studi pada Pelanggan Produk Kosmetik Pixy di Wilayah Jawa Tengah). Diponegoro Journal of Management, 10(4).
Budiarsi, S. Y., Erwita, M. A., & Siregar, J. N. (2021). Pengaruh Social Media Marketing, Brand Awareness, Dan Brand Image Terhadap Brand Loyalty Pada J&T Express Di Surabaya. Majalah Ekonomi, 26(2), 54–66.
Chen, S.-C., & Lin, C.-P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22–32.
Cooper, D. R., & Schindler, P. S. (2017). Metode Penelitian Bisnis (Edisi 11 B). Jakarta : Salemba Empat.
Ebrahim, R. S. (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.
Emeralda, M. V., & Kurniawati, K. (2022). Analisis Pengaruh Social Media Marketing dan Influencer Marketing Terhadap Brand Loyalty Dengan Brand Trust dan Brand Equity sebagai Mediasi. Eqien-Jurnal Ekonomi Dan Bisnis, 11(1), 1269–1273.
Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective. In Upper Saddle River (Vol. 7).
Irawan, A. D., & Hadisumarto, A. (2020). Pengaruh aktivitas social media marketing terhadap brand trust, brand equity, dan brand loyalty pada platform social media Instagram. Jurnal Manajemen Dan Usahawan Indonesia, 43(1), 5.
Khan, E. A., Cram, A., Wang, X., Tran, K., Cavaleri, M., & Rahman, M. J. (2023). Modelling the impact of online learning quality on students’ satisfaction, trust and loyalty. International Journal of Educational Management, 37(2), 281–299.
Khatimah, H. K., & Komalasari, D. (2022). Pengaruh Brand Image dan Brand Trust Terhadap Brand Loyalty PIXY Cosmetics Melalui Customer Satisfaction Sebagai Variabel Intervening. Optimal: Jurnal Ekonomi Dan Kewirausahaan, 16(1), 16–33.
Kwon, J. H., Jung, S. H., Choi, H. J., & Kim, J. (2020). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product and Brand Management, 30(7), 990–1015.
Manullang, I. M. (2019). Pengaruh Produk, Promosi Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Handphone Samsung. Jurnal Manajemen Dan Bisnis.
Moslehpour, M., Ismail, T., Purba, B. I., & Lin, P.-K. C. O. R. (2020). The Effects of Social Media Marketing, Trust, and Brand Image on Consumers’ Purchase Intention of GO-JEK in Indonesia. Proceedings of the 2020 The 6th International Conference on E-Business and Applications, 5–10.
Nangoy, R., Hamsal, M., Setiadi, N. J., & Pradipto, Y. D. (2019). The roles of employee work well-being on innovative work behaviour mediated by organisational commitment. International Journal of Economics and Business Research, 18(3), 314–327. https://doi.org/10.1504/IJEBR.2019.102731
Ngabiso, F., Radji, D. L., & Kango, U. (2021). Pengaruh citra merek (brand image) dan kepercayaan merek (brand trust) terhadap loyalitas merek (brand loyalty) pada produk air minum dalam kemasan merek aqua (studi pada konsumen amdk merek Aqua di Kota Gorontalo). JAMBURA: Jurnal Ilmiah Manajemen Dan Bisnis, 4(1), 1–12.
Pambayu, A. D., & Trianasari, N. (2023). Pengaruh Social Media Marketing Terhadap Purchase Intention Melalui Brand Passion Sebagai Variabel Mediasi Pada Samsung Indonesia. YUME: Journal of Management, 6(2), 538–581.
Purnomo, S. M., & Isharina, I. K. (2013). Pengaruh Twitter Account@ inibaruhidup sebagai social media terhadap loyalitas merek Nescafe Indonesia. Jurnal Ilmiah Mahasiswa FEB, 1(2), 1–9.
Renu, B. (n.d.). S., & Gupta, V.(2020). The influence of social media on consumer purchase intention. International Journal of Scientific and Technology Research, 9(3), 3136–3142.
Riyanto, G. P., dan Wahyudi, R. (2024). Counterpoint: Pasar Smartphone Tumbuh pada Kuartal III-2024, Samsung Teratas. Diakses pada tanggal 22 Januari 2025. https://tekno.kompas.com/read/2024/10/21/07080057/counterpoint-pasar-smartphone-tumbuh-pada-kuartal-iii-2024-samsung-teratas.
Siriwardana, A. (2020). Social media marketing: A literature review on consumer products. Proceedings of the International Conference on Business & Information (ICBI).
Sohail, M. S., Hasan, M., & Sohail, A. F. (2020). The impact of social media marketing on brand trust and brand loyalty: An Arab perspective. International Journal of Online Marketing (IJOM), 10(1), 15–31.
Srivastava, P., Gupta, S. L., Mishra, N., Srivastava, S., & Mangla, S. K. (2022). Social media marketing and brand loyalty: Analyzing the mediating role of brand trust. Thailand and The World Economy, 40(3), 55–68.
Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif dan R&D (Alfabeta).
Utami, G. R., & Saputri, M. E. (2020). Pengaruh social media marketing terhadap customer engagement dan loyalitas merek pada akun instagram Tokopedia. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2), 185–198.
Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), 189.
Widianingsih, S. F., Ramdan, A. M., & Saori, S. (2022). Analisis Social Media Marketing Terhadap Brand Loyalty Pada Produk Operator Seluler Dengan Customer Relationship Management Sebagai Variabel Mediasi. Management Studies and Entrepreneurship Journal (MSEJ), 3(3), 1611–1621.
Widodo, H. P., Rinata, A. R., & Ghofur, M. A. (2023). Implementasi media digital marketing communications pada pedagang ikan Cupang hias. Jurnal Komunikasi Nusantara, 5(2), 273–283.
Willem, A., Tumbel, A. L., & Samadi, R. L. (2020). Analisis Efektivitas Marketing Media Sosial Facebook Terhadap Keputusan Pelanggan D’Brothers Laundry. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 8(1).
Yoo, B., Donthu, N., & Lee, S. (2000). Pemeriksaan elemen bauran pemasaran terpilih dan ekuitas merek. Jurnal Akademi Ilmu Pemasaran, 28, 195–211.