The Effect of Social Media Marketing on Brand Trust and Customer Loyalty of S Coffee Shop in Indonesia during Pandemic
Consumers’ attitude toward brand has changed since pandemic COVID-19. On the other hand, brands need to adapt so that they can obtain trust and keep the customers loyal to them. The purpose of this study is to determine whether social media marketing using Instagram platform and brand trust can infl...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2023-01-01
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| Series: | E3S Web of Conferences |
| Online Access: | https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/63/e3sconf_icobar23_02098.pdf |
| _version_ | 1797673573120212992 |
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| author | Evelina Lidya Wati Handayani Fitrie Audreyla Shierine |
| author_facet | Evelina Lidya Wati Handayani Fitrie Audreyla Shierine |
| author_sort | Evelina Lidya Wati |
| collection | DOAJ |
| description | Consumers’ attitude toward brand has changed since pandemic COVID-19. On the other hand, brands need to adapt so that they can obtain trust and keep the customers loyal to them. The purpose of this study is to determine whether social media marketing using Instagram platform and brand trust can influence S Coffee Indonesia customer loyalty during COVID-19 pandemic, either partially or simultaneously. The research used quantitative approach through the survey method. The respondents for this study were the followers of S Coffee Indonesia Instagram account who have purchased S Coffee products more than three times during the pandemic. The questionnaires were distributed online via google form. The data were analyzed using IBM SPSS program. The result of showed that social media marketing and brand trust have significant and positive influence on consumer loyalty at S Coffee Indonesia during the pandemic, either partially or simultaneously. |
| first_indexed | 2024-03-11T21:47:25Z |
| format | Article |
| id | doaj.art-35c863ac50c547a599dd4328197a6c77 |
| institution | Directory Open Access Journal |
| issn | 2267-1242 |
| language | English |
| last_indexed | 2024-03-11T21:47:25Z |
| publishDate | 2023-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | E3S Web of Conferences |
| spelling | doaj.art-35c863ac50c547a599dd4328197a6c772023-09-26T10:11:35ZengEDP SciencesE3S Web of Conferences2267-12422023-01-014260209810.1051/e3sconf/202342602098e3sconf_icobar23_02098The Effect of Social Media Marketing on Brand Trust and Customer Loyalty of S Coffee Shop in Indonesia during PandemicEvelina Lidya Wati0Handayani Fitrie1Audreyla Shierine2Marketing Communication Program, Communication Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara UniversityMarketing Communication Program, Communication Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara UniversityMarketing Communication Program, Communication Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara UniversityConsumers’ attitude toward brand has changed since pandemic COVID-19. On the other hand, brands need to adapt so that they can obtain trust and keep the customers loyal to them. The purpose of this study is to determine whether social media marketing using Instagram platform and brand trust can influence S Coffee Indonesia customer loyalty during COVID-19 pandemic, either partially or simultaneously. The research used quantitative approach through the survey method. The respondents for this study were the followers of S Coffee Indonesia Instagram account who have purchased S Coffee products more than three times during the pandemic. The questionnaires were distributed online via google form. The data were analyzed using IBM SPSS program. The result of showed that social media marketing and brand trust have significant and positive influence on consumer loyalty at S Coffee Indonesia during the pandemic, either partially or simultaneously.https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/63/e3sconf_icobar23_02098.pdf |
| spellingShingle | Evelina Lidya Wati Handayani Fitrie Audreyla Shierine The Effect of Social Media Marketing on Brand Trust and Customer Loyalty of S Coffee Shop in Indonesia during Pandemic E3S Web of Conferences |
| title | The Effect of Social Media Marketing on Brand Trust and Customer Loyalty of S Coffee Shop in Indonesia during Pandemic |
| title_full | The Effect of Social Media Marketing on Brand Trust and Customer Loyalty of S Coffee Shop in Indonesia during Pandemic |
| title_fullStr | The Effect of Social Media Marketing on Brand Trust and Customer Loyalty of S Coffee Shop in Indonesia during Pandemic |
| title_full_unstemmed | The Effect of Social Media Marketing on Brand Trust and Customer Loyalty of S Coffee Shop in Indonesia during Pandemic |
| title_short | The Effect of Social Media Marketing on Brand Trust and Customer Loyalty of S Coffee Shop in Indonesia during Pandemic |
| title_sort | effect of social media marketing on brand trust and customer loyalty of s coffee shop in indonesia during pandemic |
| url | https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/63/e3sconf_icobar23_02098.pdf |
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