Peran Brand Trust Memediasi Pengaruh Social Media Marketing dan Service Quality terhadap Brand Loyalty pada Pelanggan Kopi Kenangan di Denpasar

Desak Putu Della Susmita Wulandari; I Gst Ngurah Jaya Agung Widagda K

doi:10.30640/digital.v5i1.6580

Authors

Desak Putu Della Susmita Wulandari Universitas Udayana
I Gst Ngurah Jaya Agung Widagda K Universitas Udayana

DOI:

https://doi.org/10.30640/digital.v5i1.6580

Keywords:

Brand Loyalty, Brand Trust, Customer Satisfaction, Service Quality, Social Media Marketing

Abstract

This study aims to examine the role of brand trust as a mediating variable in the relationship between social media marketing and service quality on brand loyalty among Kopi Kenangan customers in Denpasar City. Data were collected through a quantitative survey involving 130 respondents who had purchased Kopi Kenangan products at least three times within the last three months. The analysis was conducted using Partial Least Squares Structural Equation Modeling (SEM-PLS) with SmartPLS 4. The results indicate that social media marketing and service quality have a positive and significant effect on brand trust, social media marketing and service quality have a positive and significant effect on brand loyalty, and brand trust has a positive and significant effect on brand loyalty. Furthermore, brand trust partially mediates the effect of social media marketing and service quality on brand loyalty. These findings support the Stimulus-Organism-Response (S-O-R) theory in explaining the formation of brand loyalty. From a practical perspective, the results highlight the importance of optimizing social media marketing and maintaining consistent service quality to build customer trust and enhance customer loyalty.

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