Building Brand Loyalty Through Trust: The Impact of Social Media Marketing and Service Quality at Toko Kopi Tuku
DOI:
https://doi.org/10.37385/ijedr.v6i4.8321Keywords:
soscialmediamarketing, servicequality, brandloyalty, brandtrustAbstract
This study aims to examine the role of brand trust in mediating the influence of social media marketing and service quality on brand loyalty in Toko Kopi Tuku consumers. A total of 225 respondents were selected using purposive sampling technique, with the criteria that individuals follow the @tokokopituku Instagram account and have made purchases more than twice in the last six months. Data was collected using a likert scale questionnaire with a range of 1 (strongly disagree) to 5 (strongly agree). The analysis was conducted using the SEM-PLS (Partial Least Squares) method to test the proposed structural model. The results showed that social media marketing has no significant effect on brand loyalty, while service quality has a significant effect. In addition, both social media marketing and service quality have a significant effect on brand trust, and brand trust has a significant effect on brand loyalty. Furthermore, brand trust is able to mediate the relationship between social media marketing and service quality on brand loyalty. These results highlight the importance of building consumer trust as a bridge in optimizing digital marketing strategies and service quality to increase brand loyalty.
References
Ali, F., Suveatwatanakul, C., Nanu, L., Ali, M., & Terrah, A. (2024). Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling. Spanish Journal of Marketing - ESIC, 29(1), 114–135. https://doi.org/10.1108/SJME-08-2023-0219
Awali, F P., & Astuti, R. T. (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(3), 1–15. http://ejournal-s1.undip.ac.id/index.php/dbr
Cahyani, P. D., Welsa, H., & Aji, G. K. (2022). The Effect Of Social media Marketing, Perceived Quality on Brand Loyalty, With Brand Trust as Intervening Variabeles (Study on Tokopedia E-commerce in Yogayakarta). International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 677–686. https://doi.org/10.29040/ijebar.v6i2.4555
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(July 2018), 22–32. https://doi.org/10.1016/j.techfore.2018.11.025
Diva Narwanda, A., & Prabowo, B. (2023). SEIKO?: Journal of Management & Business Pengaruh Social Media Marketing dan Brand Awareness Terhadap Brand Loyalty dengan Brand Trust Sebagai Variabel Intervening Pada Konsumen Produk Cimory Yogurt di Surabaya. SEIKO?: Journal of Management & Business, 6 (1), 2023-2706. https://doi.org/10.37531/sejaman.v6i1.3995
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59(October 2020), 102345. https://doi.org/10.1016/j.jretconser.2020.102345
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. https://doi.org/10.1080/15332667.2019.1705742
Firdaus, H.B., Liza, S.A., Al Masud, A., Hossain, M.A., (2024). Dampak pengetahuan manajemen terhadap produktivitas pekerja pengetahuan: keterlibatan manajemen pengetahuan individu sebagai mediator. Knowl. Manag. Res. Pract. 1-17. https://doi.org/10.1080/14778238.2024.2380728
Ghozali, I., & Latan, H. (2021). Partial Least Squares: Konsep, Teknik dan Aplikasi SmartPLS 3.0 untuk Penelitian Empiris. Semarang: Badan Penerbit Universitas Diponegoro
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & 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. https://doi.org/10.5267/j.ijdns.2022.1.015
Handayani, S. N. (2024). Customer service yang excellent: Kunci sukses di era digital. Swa.co.id. https://swa.co.id/read/451709/customer-service-yang-excellent-kunci-sukses-di-era-digital
Juhaidi, A., Syaifuddin, Salamah, Ma’ruf, H., Yuseran, M., Shapiah, Janah, R., Mudhiah, Saputri, R. A., Muharramah, N., Fuady, M. N., Ramadan, W., & Lisdariani, R. (2024). The effect of brand personality, brand-self congruity, and brand love on E-WOM in Islamic higher education in Indonesia: A mediating effect of brand trust. Social Sciences and Humanities Open, 10(March), 100955. https://doi.org/10.1016/j.ssaho.2024.100955
Kemenprin.co.id. (2024). Kemenperin Jaring dan Kembangkan IKM Pangan Inovatif melalui Program Indonesia Food Innovation 2024. https://kemenperin.go.id/artikel/24752/Gelar-Indonesia-Food-Innovation-2024,--Kemenperin-Jaring-dan-Kembangkan-IKM-Pangan-Inovatif
Khoa, B. T., & Huynh, T. T. (2023). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. International Journal of Data and Network Science, 7(1), 175–184. https://doi.org/10.5267/j.ijdns.2022.11.005
Konuk, F. A. (2021). The moderating impact of taste award on the interplay between perceived taste, perceived quality and brand trust. Journal of Retailing and Consumer Services, 63(June), 102698. https://doi.org/10.1016/j.jretconser.2021.102698
Kristyanto, V. S., Yuanta, N., & Budiarsi, S. Y. (2022). Pengaruh Social Media Marketing TikTok terhadap Brand Loyalty J&T Express. Majalah Ekonomi, 27(1), 35–43. https://doi.org/10.36456/majeko.vol27.no1.a5532
Kwan Soo Shin, S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective. Current Journal of Applied Science and Technology, November, 1–17. https://doi.org/10.9734/cjast/2019/v38i430376
Luo, M. M., Chen, M. W., & Chea, S. (2020). Facebook Ewom Marketing Strategy: a Social Support Theory Perspective. PEOPLE: International Journal of Social Sciences, 6(1), 501–511. https://doi.org/10.20319/pijss.2020.61.501511
Masud, A. Al, Ahmed, S., Kaisar, M. T., Hossain, B., Shimu, M., & Islam, M. F. (2024). Unveiling brand loyalty in emerging markets: Analyzing smartphone user preferences: Robustness of structural equation modeling (SEM) and simultaneous equation modeling (SEMs). Journal of Open Innovation: Technology, Market, and Complexity, 10(3). https://doi.org/10.1016/j.joitmc.2024.100353
Muttaqien, Z., Sudarmiatin, & Wardhana, L. W. (2023). Investigating the Effect of Brand Experience and Service Quality on Brand Loyalty mediated by Brand Trust in Travel Umroh Al Madinah Mutiara Sunnah Kediri City. Asian Journal of Management Analytics, 2(4), 513–528. https://doi.org/10.55927/ajma.v2i4.6702
Oktavian, S., Suhud, U., & Febrilia, I. (2023). Pengaruh Service Quality, Brand Trust dan Customer Satisfaction terhadap Loyalty pada Pengguna Jasa Pembayaran Online. Jurnal Bisnis, Manajemen, Dan Keuangan, 4(2), 339–347. https://doi.org/10.21009/jbmk.0402.02
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Maltiple-hem Scale for Measuring Consumer Perceptions of Service quality. Journal of Retailing, 64(1), 12-40.
Purwanto, A. (2024). Mengapa kafe dan kedai kopi kian marak di Indonesia. Kompas.id. https://www.kompas.id/baca/riset/2024/08/15/mengapa-kafe-dan-kedai-kopi-kian-marak-di-indonesia
Shafiq, M. A., Ziaullah, M., Siddique, M., Bilal, A., & Ramzan, M. (2023). Unveiling the Sustainable Path: Exploring the Nexus of Green Marketing, Service Quality, Brand Reputation, and Their Impact on Brand Trust and Purchase Decisions. International Journal of Social Science and Entrepreneurship (IJSSE), 3(2), 2790–7724.
Shahzad, M. F., Xu, S., An, X., & Javed, I. (2024). Assessing the impact of AI-chatbot service quality on user e-brand loyalty through chatbot user trust, experience and electronic word of mouth. Journal of Retailing and Consumer Services, 79(March), 103867. https://doi.org/10.1016/j.jretconser.2024.103867
Soesana, A., Subakti, H., Karwanto, K., Fitri, A., Kuswandi, S., Sastri, L., Falani, I., Aswan, N., Hasibuan, FA, & Lestari, H. (2023). Metodologi Penelitian Kuantitatif .
Sohaib, M., & Han, H. (2023). Building value co-creation with social media marketing, brand trust, and brand loyalty. Journal of Retailing and Consumer Services, 74(June), 103442. https://doi.org/10.1016/j.jretconser.2023.103442
Tatar, S. B., & Eren-Erdogmus, I. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology and Tourism, 16(3), 249–263. https://doi.org/10.1007/s40558-015-0048-6
Vera, J., & Trujillo, A. (2017). Buscando las variables con mayor influencia en mediciones de lealtad: un estudio exploratorio. Contaduria y Administracion, 62(2), 600–624. https://doi.org/10.1016/j.cya.2016.04.007
