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All Journal Jurnal Bisnis dan Manajemen Journal of Economics, Business, & Accountancy Ventura Jurnal Ilmiah Mahasiswa FEB JAM : Jurnal Aplikasi Manajemen Journal of Innovation and Applied Technology Islam Futura Jurnal Ilmiah Peuradeun Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Jurnal Penelitian Pendidikan IPA (JPPIPA) International Research Journal of Business Studies (E-Journal) AFEBI Economic and Finance Review Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) AGROMIX International Journal of Supply Chain Management Journal of Public Administration Studies Jurnal MEBIS (Manajemen dan Bisnis) Jurnal Ilmiah Manajemen Kesatuan Jurnal Pengabdian kepada Masyarakat Nusantara International Journal of Social Service and Research Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Ekonomi, Teknologi dan Bisnis Pangripta Jurnal Ilmiah Kajian Perencanaan Pembangunan Jurnal Kewirausahaan dan Inovasi International Research Journal of Business Studies Jurnal Pendidikan Progresif
Sri Palupi Prabandari
Fakultas Ekonomi Dan Bisnis, Universitas Brawijaya, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mechanical Engineering Physics Social Sciences Transportation Other

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The Effect of Social Media Marketing Activities on Brand Loyalty Mediated by Brand Trust and Perceived Value Ahmada, Anindita Salasa; Prabandari, Sri Palupi; Ismail, Taufiq
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.4638

Abstract

In the era of digital marketing, social media has become a crucial platform for companies to engage with customers and influence their purchasing behavior. This study uses the Stimulus-Organism-Response theory to examine the direct effect of social media marketing activities, brand trust, and perceived value on brand loyalty and the mediating roles of brand trust and perceived value. This study used a quantitative explanatory method with 250 samples through purposive sampling, analyzed using SEM-PLS 4.0. The testing covers the outer model, inner model, as well as hypothesis and mediation tests. The results show that social media marketing activities do not directly affect brand loyalty, but they do affect brand trust and perceived value. Brand trust and perceived value have been proven to influence brand loyalty. In addition, both also mediate the relationship between social media marketing activities and brand loyalty. These findings imply that companies should prioritize building trust and enhancing perceived value when designing social media campaigns. Strengthening these factors can lead to higher brand loyalty among customers.
Co-Authors Adyuta, Hafizh Rakha Agung Murti Nugroho Agung Murti Nugroho Ahmada, Anindita Salasa Ainul Rizkiyah Akmal, Zetia Azzahra Ananda Sabil Hussein Anisyah, Layin Qorin Annora, Gea Cinta Endy Aprilianti Catur Putri Arasy, Fajar Hafidh Ardian, Faril Areta Widya Kusumadewi Areta Widya Kusumadewi Arief Faladia Mukti Astrid Puspaningrum Barinta, Dunga Dwi Cahaya, Devi Nur Chabsy Al Riezal Mutaqien Claudia Gadizza Perdani Damanik, Jordy Roy Armando Devi Nur Cahaya Diasafira, Elza Dunga Dwi Barinta Dwi Maulidatuz Fabian, Muhammad Rauf Fajar Hafidh Arasy Fatchur Rohman Franciska Yuniati Ida Yulianti Ida Yulianti Irma Kurniasari Isar Prayoga Karimatun Nisa’ Khusnul Ashar Kurniasari, Irma Kyswantoro, Aditya Firdaus Luh Ayu Surya Eka Putri Marpaung, Frans Yuda Yonathan Mintarti Rahayu Misbahuddin Azzuhri Mulyono Wibisono Nadiyah Hirfiyana Rosita Nisa’, Karimatun Octadila Laily Anggraeni Octadila Laily Anggraeni, Octadila Laily Pratama, Ahmad Zaki Pratama, Muhammad Rizky Andhika Pratono, Febrina Kinanti Puput Ichwatus Sholihah Puput Ichwatus Sholihah Putri, Salsabila Rihardi Adali Rizkiyah, Ainul Savitri, Arie Andani Silvi, Diana Kristia Siti Aisjah Sri Suhartini, PhD Supraptha, I Gede Chaitanya Indra Surachman Surachman Taufiq Ismail Tazqiyatur Rofiah Thaib, Ahmad Baariq Thaib, Irwan Tiara Khoerunisa Wibisono, Mulyono Wicaksono, M. Yugi Yeney Widya Prihatiningtias Yuniati, Franciska Zakiyah, 3Dwi Maulidatuz