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All Journal Al-Urban: Jurnal Ekonomi Syariah dan Filantropi Islam Jurnal Mantik Al-Kharaj: Journal of Islamic Economic and Business Jurnal Manajemen Bisnis Eka Prasetya Jurnal Orientasi Bisnis dan Entrepreneurship Amkop Management Accounting Review (AMAR) Majapahit Journal of Islamic Finance dan Management Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Majapahit Journal of Islamic Finance dan Management
Moechammad Nasir
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Impact of Social Media Marketing Elements on Brand Loyalty Mediated by Brand Trust and Brand Awareness on Two Instant Noodle Products in the Solo Raya TikTok Application Dhea Amelia Oktariana; Moechammad Nasir
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 1 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

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Abstract

This research examines how social media marketing influences brand loyalty among TikTok users in the Solo Raya region, with brand trust and brand awareness as mediating variables in the context of Indomie and Mie Sedaap products. Using an explanatory quantitative approach, primary data were collected from 200 respondents through structured online questionnaires and analyzed using the Partial Least Squares (PLS) method with SmartPLS 4.0. The results indicate that social media marketing has a significant positive effect on brand trust and brand awareness, which in turn strengthens brand loyalty. However, brand awareness consistently mediates this relationship, while brand trust only functions as a mediator under certain conditions. This study contributes by highlighting the differing mediating roles of brand trust and brand awareness in TikTok-based marketing and provides practical insights for FMCG brands in strengthening consumer loyalty through short-video platforms. Limitations include reliance on online survey data and a limited scope of variables.
Pengaruh E-WOM, Brand Image, dan Brand Love Terhadap Brand Loyalty dengan Brand Trust Sebagai Variabel Intervening pada dua Merek Air Minum Terpopuler di Soloraya Ardy Wijaya; Moechammad Nasir
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 4 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i4.7687

Abstract

This study aims to analyze and compare the influence of electronic word of mouth (e-WOM), Brand Image, and Brand Love on Brand Loyalty with Brand Trust as a mediating variable in AQUA and Lee Minerale brands in Solo Raya. This research is an explanatory research with a quantitative approach. Data were collected from 400 respondents, consisting of 200 AQUA consumers and 200 Lee Minerale consumers, selected using purposive sampling technique. The research instrument used a five-point Likert scale. Data were analyzed using Partial Least Squares (PLS) with SmartPLS software. The results show that for both brands, e-WOM, Brand Image, and Brand Love have a significant positive effect on Brand Trust and Brand Loyalty. In addition, Brand Trust is proven to fully mediate the influence of e-WOM, Brand Image, and Brand Love on Brand Loyalty for both AQUA and Lee Minerale. These findings indicate that building Brand Trust is an important strategy in increasing consumer loyalty in the bottled drinking water industry.
Co-Authors Aprilia, Natasya Eka Ardy Wijaya Bunga Agustina Perdani Delfiya Anggraini Dhea Amelia Oktariana Dilla Nur Rahma Ikka Wijayanti Muzakar Isa Nanda Meisya Putri RACHMAT RAMADHAN Rini Kuswati Windi Nur Azizah