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The Role of Brand Trust in Mediating Social Media Marketing Effects on Orlenalycious Brand Loyalty Made Dwika Cahya Putri; I Gusti Ayu Ketut Giantari
International Journal of Management, Accounting & Finance (KBIJMAF) Vol. 2 No. 3 (2025): July: International Journal of Management, Accounting & Finance (KBIJMAF)
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/kbijmaf.v2i3.330

Abstract

This study aims to analyze the role of brand trust in mediating the influence of social media marketing on brand loyalty in Orlenalycious, an MSME brand known for its brownie products. In an increasingly competitive industry, building strong relationships with customers has become essential, and social media marketing is becoming one of the effective ways to achieve this. This research was conducted in Denpasar City using questionnaires distributed to 120 respondents online and offline. The sampling technique used is non-probability sampling with the purposive sampling method. The results of the study showed that all the hypotheses put forward were accepted. Social media marketing has been proven to have a positive and significant effect on brand loyalty, as well as on brand trust. In addition, brand trust also has a positive and significant influence on brand loyalty. Interestingly, brand trust can mediate the influence of social media marketing on brand loyalty in part. These findings support the Stimulus-Organism-Response (S-O-R) model, which emphasizes the importance of social media marketing in influencing consumer attitudes and behaviors through accurate information and in accordance with the promises of the products offered. The implications of this study show that in order to increase brand loyalty, Orlenalycious needs to continue to provide up-to-date information and fulfill product promises through social media marketing, so as to strengthen consumer trust and increase brand loyalty. These results are expected to be a guide for MSME managers in designing more effective marketing strategies, especially in utilizing social media to build long-term relationships with customers.
Co-Authors A.A.S. Kartika Dewi Ade Ruly Sumartini Albertino Persadanta Ginting Almez Krisopras Angga Cahya Qurananda Ariasih, Ni Made Putri Ayu Stia Rini Ayudhia, Ni Putu Amrita Devi Azyyati Umi Hariyanti Chrisna Riane Opod Christa, Usup Riassy cynthia saisaria mandasari Daniel Pereira Desak Ketut Sintaasih Desak Made Putriasih Desak Made Ramya Pranihita Sukma Desak Made Ramya Pranihita Sukma Dewa Nyoman Wiesdya Danabrata Parsana Dharmanatha, I Gede Bagus Dwijaya Embara, Cecilia Triana Dewi Lestari Erri Nugraha Deri G B Suryakusuma Ksatriadiningrat Gunananda Gede Andika Krisna Gede Bayu Rahanatha Gede Gangga Wiweka Sunu Gusti Ayu Winda Ryantari H. Rahyuda Henny Rahyuda I Dewa Gde Agung Ekaprana I Gede Adi Sucitha I Gede Gilang Permana I Gst. Ngurah Jaya Agung Widagda K. I Gusti Ayu Astarina I Gusti Ayu Tirtayani I Gusti Bagus Krisna Saputra I Gusti Ngurah Jaya Agung Widagda I Gusti Ngurah Jaya Agung Widagda I Kadek Dwi Prasmana I Ketut Rahyuda I Made Bagas Adi Suputra I Made Dana I Made Dwi Putra Arimbawa I Made Dwiki Agustama I Made Jatra I Made Nugraha Santosa I Made Satya Mardhiastina Putra I Made Surya Prayoga I Made Wardana I Nyoman Nurcaya I Putu Agus Purnama Adi Putra I Putu Gde Sukaatmadja I Putu Hari Budi Utama I Putu Hari Budi Utama I Putu Hari Budi Utama I Putu Satya Wijaya I Wayan Dode Sudiartana I Wayan Pandit Praschita I Wayan Pide Aditra Salinas I Wayan Santika I.B.K. Surya Ida Ayu Chandra Surya Novita Devi Ida Bagus Sudiksa Ida Bgs Hendra Prawira Kusuma Jasmine Maharani Novriari Kadek Agus Yoga Andreana Kadek Aria Satriawan Kadek Trisna Dewi Kartika, Yulia Elsa Komang Agus Satria Pramudana Komang Prasetya Wahyu Nugraha Krismawintari, N.P.D. Made Amilia Laksmi Putri Made Dani Suryadewi Made Dwi Utari Made Dwika Cahya Putri Made Kembar Sri Budhi Made Pradnyan Permana Usadi Made Wara Sastra Mahayanti Fitriandari Marini, Ni Putu Lidya Mario Barreto Muhammad Nasihin N.N.K. Yasa N.W Ekawati Ni Ketut Gustini Ni Ketut Seminari Ni Luh Ade Purnami Swari Ni Luh Ayu Yuliantari Ni Luh Diah Ayu Wardani Ni Luh Diah Ayu Wardani Ni Luh Dona Astriyanti Ni Luh Gede Kintan Pratiwi Ni Luh Indiani Ni Luh Putu Erma Mertaningrum Ni Luh Widya Uttari Ni Made Asti Aksari Ni Made Dwi Ratna Cahyanti Ni Made Sinta Erisma Dewi Ni Made Sri Rastini . Ni Made Vera Pramesti Ni Made Wahyuni Ni Made Wulandari Kusumadewi Ni Nyoman Kerti Yasa Ni Nyoman Santi Irayani Putri Ni Nyoman Suaryani Linda Novita Ni Nyoman Triana Prima Dewi Ni Putu Amrita Devi Ayudhia Ni Putu Anggun Udayani Ni Putu Ayu Aditya Wedayanti Ni Putu Dessy Ari Apriliani Ni Putu Dila Pradnyani Ni Putu Eka Aprilisya Ni Putu Siska Deviana D Ni Wayan Ekawati Ni Wayan Ekawati Ni Wayan Sri Suprapti Nyoman Cendana Putra Nyoman Gede Aditya Jay Medhika Pande Ketut Ribek Pande Maha Kharisma Paramananda, Komang Agus Sathya Putra, I Putu Ogi Sayoga Putu Aryanti Putri Kencana Putu Dian Sintya Dewi Putu Kintan Maharani Putu Mertayasa Putu Ratih Argita Dewi Putu Yudi Setiawan Qolbina Ulfah Rahmayanti, Putu Laksmita Dewi Srianggareni, Ni Made Tita Lattifia Tjok Gde Raka Sukawati Udayani, Ni Putu Anggun Viona Fenella Wayan Ardani Widagda, I Gusti Ngurah Jaya Agung Widiantari, Dewa Ayu Made Dwi Hendri