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All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Manajemen Pelayanan Publik JURNAL MANAJEMEN MOTIVASI Aptisi Transactions on Technopreneurship (ATT) Amalee: Indonesian Journal of Community Research & Engagement Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Asian Management and Business Review Jurnal Ekonomi, Teknologi dan Bisnis Jurnal Pemberdayaan Ekonomi dan Masyarakat
Wahyudi, Lilik
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Humanities Astronomy Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Mechanical Engineering Public Health Social Sciences Transportation Other

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The Influence of Social Media Marketing on Brand Loyalty through Brand Trust and Brand Equity: A Study on Consumers of PT Blue Bird Tbk Airlangga, Muhammad Yusuf; Wahyudi, Lilik
JURNAL MANAJEMEN MOTIVASI Vol 21 No 2 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i2.8095

Abstract

This study examines the impact of Social Media Marketing (SMM) on Brand Loyalty, mediated by Brand Trust and Brand Equity, across two different social media platforms: TikTok (video-based) and Instagram (photo-based). A total of 450 respondents who had interacted with PT Bluebird's social media were surveyed using a structured questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the relationships among variables. The findings indicate that SMM significantly influences Brand Trust and Brand Equity, which in turn positively affect Brand Loyalty. Mediation analysis reveals that both Brand Trust and Brand Equity partially mediate the relationship between SMM and Brand Loyalty, with Brand Trust playing a more dominant role. Furthermore, TikTok demonstrates stronger path coefficients compared to Instagram, suggesting that video-based content fosters greater emotional engagement and trust. The study contributes both theoretically and practically by highlighting the importance of emotionally resonant content and platform-specific strategies in fostering long-term consumer loyalty.
Co-Authors Ahmad Ikhwan Setiawan, Ahmad Ikhwan Ahmad, Ana Shohibul Manshur Al Airlangga, Muhammad Yusuf Ana Shohibul Manshur Al Ahmad, Ana Shohibul Atmaji Brand, Human Endang Hariningsih, Endang Ma'Arif, Miftachul Munandar, Shella Stefani Murti, Chyntia Dyahayu Wisnu Penny Rahmawaty Ramadhan, Fahrizal Risgiyanti, Risgiyanti Sarjiyanto Sarwoto Sarwoto Sarwoto, Sarwoto Suyono, Joko Tulus Haryono, Tulus