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All Journal Jurnal Manajemen Teknologi Journal of Consumer Science E-Dimas: Jurnal Pengabdian kepada Masyarakat Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Manajemen Indonesia Journal of Consumer Sciences Kinetik: Game Technology, Information System, Computer Network, Computing, Electronics, and Control Jurnal Mitra Manajemen JURNAL TEKNIK INFORMATIKA DAN SISTEM INFORMASI SEIKO : Journal of Management & Business EQIEN - JURNAL EKONOMI DAN BISNIS Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan Jurnal Ilmiah Manajemen Kesatuan BUDGETING : Journal of Business, Management and Accounting International Journal Of Science, Technology & Management (IJSTM) Economics and Digital Business Review Journal of Economics and Business UBS Charity : Jurnal Pengabdian Masyarakat International Journal of Educational Research and Social Sciences (IJERSC) Jurnal Abdi Masyarakat Indonesia Indonesian Journal of Multidisciplinary Science Society: Jurnal Pengabdian Masyarakat Jurnal Inovasi Masyarakat Jurnal Pengabdian Masyarakat Akademisi Utsaha: Journal of Entrepreneurship Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) ASEAN Marketing Journal International Journal of Entrepreneurship and Business Management Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Engineering Economics Professional in Action (E-Profit) Jurnal Ekonomi, Teknologi dan Bisnis eProceedings of Management Community Service Seminar and Community Engagement (COSECANT) Journal of Computer Engineering: Progress, Application and Technology Enrichment: Journal of Multidisciplinary Research and Development INTERNATIONAL JOURNAL OF ECONOMICS AND MANAGEMENT REVIEW Journal Integration of Social Studies and Business Development KISA INSTITUE : Journal of Economics, Accounting, Business, Management, Engineering and Society Jesocin : Journal of Jabar Economic Society Networking Forum Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jesocin : Journal of Economics, Accounting, Business, Management, Engineering and Society International Journal of Management and Business Applied International Journal of Economics, Business and Innovation Research Journal of Multidisciplinary Academic Business Studies International Journal of Accounting and Management Information Systems Global Academy of Business Studies
Maya Ariyanti
Universitas Telkom
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Journal : INTERNATIONAL JOURNAL OF ECONOMICS AND MANAGEMENT REVIEW

 1 
The Effect of Social Media Marketing Activities on Brand Loyalty by Examining the Mediating Roles of Brand Trust and Brand Equity at Bank Syariah Indonesia Amri, Gatot; Ariyanti, Maya
INTERNATIONAL JOURNAL OF ECONOMICS AND MANAGEMENT REVIEW Vol 3 No 2 (2025): Current issue 8
Publisher : SMARTINDO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58765/ijemr.v3i2.271

Abstract

Purpose - This study aims to analyze the influence of social media marketing activities on brand loyalty, by considering the mediating roles of brand trust and brand equity at Bank Syariah Indonesia. The research is motivated by the phenomenon of declining brand loyalty at BSI, as evidenced by fluctuations in customer loyalty and a downward trend, particularly in the collection of third-party funds under the Wadiah scheme. Design/methodology/approach - A quantitative approach was employed using a survey method, with questionnaires distributed to 342 active BSI customers. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM–PLS) to assess the relationships among the variables. Originality -  The results indicate that social media marketing activities do not have a significant direct effect on brand loyalty. However, they significantly influence brand trust and brand equity, which in turn enhance brand loyalty. Moreover, brand trust and brand equity were found to play strong mediating roles in strengthening the impact of social media activities on brand loyalty. Findings and Discussion - These findings indicate that effective social media management can be a key strategy in building long-term relationships with customers while enhancing trust and brand value for BSI in the Islamic banking market, both nationally and globally. Conclusion - This study also contributes theoretically to the field of digital marketing and provides practical recommendations for the development of communication strategies in Islamic banking specifically, as well as for businesses in general. Purpose - This study aims to analyze the influence of social media marketing activities on brand loyalty, by considering the mediating roles of brand trust and brand equity at Bank Syariah Indonesia. The research is motivated by the phenomenon of declining brand loyalty at BSI, as evidenced by fluctuations in customer loyalty and a downward trend, particularly in the collection of third-party funds under the Wadiah scheme. Design/methodology/approach - A quantitative approach was employed using a survey method, with questionnaires distributed to 342 active BSI customers. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM–PLS) to assess the relationships among the variables. Originality -  The results indicate that social media marketing activities do not have a significant direct effect on brand loyalty. However, they significantly influence brand trust and brand equity, which in turn enhance brand loyalty. Moreover, brand trust and brand equity were found to play strong mediating roles in strengthening the impact of social media activities on brand loyalty. Findings and Discussion - These findings indicate that effective social media management can be a key strategy in building long-term relationships with customers while enhancing trust and brand value for BSI in the Islamic banking market, both nationally and globally. Conclusion - This study also contributes theoretically to the field of digital marketing and provides practical recommendations for the development of communication strategies in Islamic banking specifically, as well as for businesses in general.
Co-Authors Adang Haryaman Adhi Prasetio Adhi Prasetyo, Adhi Ahmad Darajat Basallama Aina, Rizqi Amri, Gatot Anak Agung Gede Sugianthara Anna Tsamarah Yudiawati Astri Ghina Candiwan Christalia, Windy Davin, Hans Dede Kurniawan Dedi Iskamto Denta Rahmadani Dewi Purwati Dewi, Fianti Krisna Dezila, Raissa Dian Pertiwi Wulandari Dwi Fitrizal Salim Elly Suryani Elwitrisnasafitri, Virghina Dhia Eva Nurazizah Eva Nurhazizah Fadhilla, Muhammad Iqbal Farida, Ajeng Luthiyatul Fauzi, Adryan Fitra Ayu Larasati Gadang Ramantoko Gioliano Putra Goenandar, Billy Hadyningtyas, Ivy Anindhita Hanifah Aprillia, Wahyuning Hariwibowo, Fatnan Setyo Helni Mutiarsih Jumhur Heppy Millanyani Heris, Faradisya Hilman Fauzi, Hilman Ibrahim, Maulana Malik Ilham Majid Rabbani Ilma Aliya Sahal Januar, Rifat Kharisma, Mita Lili Adi Wibowo Lira Parahita Agni Putri Lubis, Reza Armanda M Farhan Ramadhan M Yudha Febrianta Mahayasa, I Made Prasetya Wiguna Majid Rabbani, Ilham Mardotillah, Aini Restu Maria Apsari Sugiat Matriadi, Faisal Mesayu Ana Hanifah Yahsallah Mita Kharisma Muhammad Saiful Arifin Nadia Putri Karenina Nafila, Tasya Navira Wirvani Nia Handayani Nur Lela sari Nurohman, Choirudin Alza Nurul Hafizah Pramono, Indro Pratiwi, Daulika Putri Fariska Sugestie Putri, Amelia Putri, Kartika Aulia Rachman, Mochamad Arif Rachmat Ramadhani, Muh. Rahmadani, Denta Raissa Dezila Ratih Hendayani Refi Rifaldi Windya Giri Reza Armanda Lubis Reza Azkia Rahmi Ricky Agusiady Rifki Hariadi, Maghfira Rinarika, Dewi Riski Taufik Hidayah Rizka Utami, Fany Rizqullah, Rafif Rudy Hermanto, Muchamad Ruli Kuniawati, Novia Safii, Ahmad Saleh, Rusdi Sari, Marisa Puspita Setiana, Gege Arum Siska P Yudowati Soeparwoto Dharmoputra Sri Widiyanesti Sunu Puguh Hayu Triono Supriatna, Ucu Taufik Hidayah, Riski Tazkia, Yumna Tiara Salsabila Fasya Trinadisha, Thalia Sabina Tyas Pawitra, Mohammad Veronita, Rika Vyanna Zuleika Wahyudi Wahyuningtyastuti, Indrajati Wibowo, Dimas Kartiko Yunanto, Wahyu Yusza Reditya Murti Zaenal Aripin Zahra Aqilla Putri Chandra Zahra Rahmi Hanifah Zaki Chandra Negara