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Jurusan Teknik Kimia, Fakultas Teknik, Universitas Wahid Hasyim Jl. Menoreh Tengah X/22, Sampangan, Semarang 50236
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Journal : JCRIM (Journal of Current Research In Multidisciplinary)

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The Influence of Social Media Marketing on Brand Loyalty with the Mediation of Brand Love and Brand Trust among Minimarket Consumers Susanti, Dewi; Panjaitan, Arop Ria Saulina
Journal of Current Research In Multidisciplinary Vol. 2 No. 4 (2024): JCRIM (Journal of Current Research In Multidisciplinary)
Publisher : Yayasan Gema Bina Nusantara

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Abstract

In the digital era, Social Media Marketing (SMM) has become a primary tool for businesses to convey information and build relationships with consumers. This study aims to explore the relationships among Social Media Marketing, Brand Love, Brand Trust, and Brand Loyalty within the retail industry context, focusing specifically on the minimarket sector. The sample consisted of 147 respondents who were customers of minimarkets in West Jakarta, followed the minimarkets’ Instagram accounts, and had made at least five purchases within the past three months. Data were analyzed using Path Analysis with PLS-SEM, including tests for validity, reliability, and hypothesis testing. Based on the literature review and proposed hypotheses, this study examined the direct and mediating effects of Brand Love and Brand Trust on the relationship between Social Media Marketing and Brand Loyalty. The findings indicate that Social Media Marketing has a positive effect on both Brand Love and Brand Trust, which in turn enhance Brand Loyalty. Furthermore, both Brand Love and Brand Trust were found to mediate the relationship between Social Media Marketing and Brand Loyalty. This research provides valuable insights for retail companies in leveraging social media to improve customer loyalty and strengthen brand-consumer relationships.
Co-Authors ', Zulirfan Abdul Rozaq Achmad, Himawan Adi Rahmat Adinugraha, Yudha Afrida Harahap, Dedek Afrida, Dede Alsri Windra Doni Amriani Amir Anggalia, Revikha Anjani, Fidha Merry Annurrahman, Annurrahman Anugrah Ayumaharani Ariesta, Ria Arnetty, Arnetty Arono Aslan Sari M.Si SP. Thesiwati Ayu, Yusmaini Dewi Mulyani Dinaryanti, Ratna Sari Dita Astriningrum Drs. H.Damanhuri Daud, Drs. H.Damanhuri Drs. Ridwan Ahmad Dwi Lantiani Elda Yusefni Elly Junalia, Elly Eni Nuraeni Erwani Erwani, Erwani Evi Hasnita Fahira, Alya Hanifa Faizah, Rahma Fakhruddin Z Fatiatun, Fatiatun Fitri Husni Mardiyah Gustimal Witri Hafizhurrahman, Muhammad Reza Handayani, Sri Harahap, Dedek Afrida Hardinto, Raden Kelik Hardisman Hariati Hariati Hasanah, Nadhatul Nurul Hasanah, Nursifa Hayat, Silvia Salsabila Hayati, Neni Fitra Hermanto, Andryan Maulana I Nyalung, Yanson Ifitri, Ika Ifriqia, Fartika Irwani Zawawi Khoerunnisa, Rani Siti Khofifah, Rosa Nur Kusumandari, Rahma Kusumawardani, Diny lantiany, dwi Lesmana, Belda Nurmultiefa Listiani, Cynthia Yoga Maimunah Maimunah Masniladevi, Masniladevi Masythah, Irma Maulana, Akmal Meilansari, Putri Indah Mudjiran Mudjiran Muhammad Faisal Muhammad Faizal Muhsinin, Siti Zuraida Murwantoko . Musa, Ahmad Musniati, Musniati Nani S. Rahayu Nastasya, Ricca Olivia Niken Titi Pratitis Nofasari, Erlinda Nofriani Fajrah, Nofriani novianto, hendri Nurlia, Restu Vivy Nursyamsiar Tirtowati Oemar, Fahmi Oktavia, Alfonsa Reni Otang Kurniaman Panjaitan, Arop Ria Saulina Patriantoro . Pitaloka, Mawar Diah Ponda, Aprizal Pratiwi, Esti Rizkiana Pujilestari, Mey Purba, Neni Marlina BR Putri, Rinta Twin Utami rahman, hafit Rahmat Kartolo Rahmi Andrita Yuda Rahmi, Nurfadhilah Ramadhan , Fikri Rini Setyowati, Rini Rizaldyaji, Aldinanda Rizanda Machmud Rohaetin, Sri Rois, Moh. Roosita Diana Rotua Sumihar Sitorus Rustam, Yefrida Sari, Wulan Mayang Sefna Rismen Sibarani, Asni Sinambela, Megawati Sirait , Reni Aprinawaty Sirait, Reni Aprinawaty Soebiantoro, Ugy Sri Hartati Sudarmiani Sudarmiani, Sudarmiani Sugiyono . Sulistio, Retno Suparman, S Suprapto, Wasis Supriyanti, Lily supriyanto, dedy irawan SUTIKNO Sutopo A. Wibowo Syarifah Nur Siregar Syarifah, Syifa Tri Suratno Triana, Heny TRIANINGSIH, DEVI Trisna, Eva Triyono Triyono Utomo, Muhamad Tridhal Dadi Verawati, Anisa Victor Trismanjaya Hulu Villia Anggraini Wahyudi, Agung Susilo Warman, Anses Widaningsih, Wiwin widuri, kinanti kusuma Wijaya, Ferry Winedar, Chusma Candra Yanti, Meyi Yantri Maputra Yundari, Yundari Yusrawati Yusrawati Zurianti, Renita Eka Zuryanty, Zuryanty