Social Media Marketing and Brand Loyalty: The Role of Brand Trust

Abstract

This study examines the relationship between social media marketing and brand loyalty through brand trust. Respondents were drawn from customers of McDonald's, Malang City, East Java Province, Indonesia. For this study, 130 questionnaires were distributed and data were analyzed using the Structure Equation Model (SEM) version 22 of the AMOS (Analysis of Moment Structure) application. The results showed that social media marketing had an impact on increasing McDonald's brand trust and brand loyalty. Brand trust influences brand loyalty and brand trust can mediate the influence of social media marketing on McDonald's brand loyalty. The findings prove that brand trust can mediate the effect of social media marketing on customer loyalty to McDonald's brand. These results can be explained by the fact that marketing strategies through social media marketing, such as making it easy for customers to get information related to McDonald's on social media, can contribute to customer trust and that trust is formed because McDonald's always pays attention to the quality of the products offered. Brand trust can mediate the influence of social media marketing on customer loyalty to McDonald's brand. This means that information related to McDonald's on social media is proportional to the quality of the product offered.

Service Quality, Brand Trust, and Brand Loyalty

“…The agreement response for the brand trust-related items is between 84.86% and 87.65%. By this positive relationship fact, this study is in line with Zehir et al (2011), Etemadifard et al (2016, Ahmed et al (2014), Başer et al (2015), Ukaj and Mullatahir (2019), Shin et al (2019), Atulkar (2020), Puspaningrum (2020), andCuong (2020).…”

“…Likewise, Puspaningrum (2020) exhibits this positive relationship between brand trust and loyalty after studying the behavior of McDonald's customers in Malang, Indonesia. Besides, Cuong (2020) finds similar proof when investigating laptop customers in Ho Chi Minh, Vietnam.…”

“…Based on the previous research facts, brand loyalty exists because of brand trust, as displayed by Zehir, Kitapçı, and Öz (2011), Kabadayi & Alan (2012), Laroche, Habibi, Richard, and Sankaranarayanan (2012), Ahmed, Rizwan, Ahmad, and Haq (2014), Başer, Cintamür, and Arslan (2015), Etemadifard, Kafashpoor, and Zendehdel, (2016), Shin et al (2019), Ukaj and Mullatahir (2019), Atulkar (2020), Puspaningrum (2020), Cuong (2020), andBudi, Hidayat andMani (2021). Unfortunately, these related studies are still contrary, like Liao, Chung, Hung, and Widowati (2010) and Bennur and Jin (2016), showing no relationship.…”

Public Relations Strategy of Hotel Budget in Surabaya in Building Brand Loyalty

“…Loyalitas merek dapat dibentuk ketika konsumen merasa puas atau tidak puas pada suatu merek tersebut, yang kemudian terakumulasi dengan adanya persepsi terkait dengan kualitas suatu produk yang ditawarkan. Dalam hal ini merek menjadi perhatian utama dalam menyusun strategi produk (Firmansyah, 2019;Puspaningrum, 2020). Ketatnya persaingan bisnis menjadikan sebuah merek sebagai peran inti dari pemasaran.…”

COVID-19 Pandemic Challenges for MSMEs: Strategic Options for Surviving in the New Normal Era

“…Because SMEs have limited resources, such as cash and technological competence, this platform is ideal for them (Rana, Barnard, Baabdullah, & Rees, 2019). Social media marketing increases a company's credibility and brand loyalty, making it easy for customers to learn about its items (Puspaningrum, 2020).…”