Pengaruh Social Media Marketing dan Brand Ambassador melalui Brand Trust terhadap Kepuasan Pelanggan pada Produk Glad2Glow di Kota Bekasi

Ririn Dwi Astuti
Hadita Hadita
Neng Siti Komariah

Jurnal Manajemen Kreatif dan Inovasi
Vol. 4 No. 3 (2026): Juli : Jurnal Manajemen Kreatif dan Inovasi

This study aims to examine and analyze the influence of Social Media Marketing and Brand Ambassador on Customer Satisfaction through Brand Trust among Glad2Glow product users in Bekasi City. This research employed a quantitative method with a purposive sampling technique. The sample consisted of 160 respondents who were Glad2Glow users residing in Bekasi City and had used the product at least once. Data were collected through the distribution of online questionnaires and analyzed using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method with the assistance of SmartPLS 4.0 software. The results indicate that Social Media Marketing and Brand Ambassador have a positive and significant effect on Brand Trust. In addition, Social Media Marketing and Brand Ambassador also have a positive and significant effect on Customer Satisfaction. Brand Trust is proven to have a positive and significant effect on Customer Satisfaction. Furthermore, Brand Trust is able to mediate the influence of Social Media Marketing on Customer Satisfaction and also mediate the influence of Brand Ambassador on Customer Satisfaction among Glad2Glow product users in Bekasi City.