The effect of social media marketing on brand trust, brand equity and brand loyalty
This study aims to determine the effect of social media marketing activities on brand trust, brand equity and brand loyalty in social media. The study uses the Structural Equation Modeling (SEM) method with SPSS 3.3.3 software with a sample of 450 respondents determined by the simple random...
| Main Authors: | , , , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2022-01-01
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| Series: | International Journal of Data and Network Science |
| Online Access: | http://www.growingscience.com/ijds/Vol6/ijdns_2022_15.pdf |
| _version_ | 1818018771618496512 |
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| author | Haudi Haudi Wiwik Handayani Musnaini, Yohanes Totok Suyoto Teguh Praseti Endang Pitaloka Hadion Wijoyo Hendrian Yonata Intan Rachmina Koho Yoyok Cahyono |
| author_facet | Haudi Haudi Wiwik Handayani Musnaini, Yohanes Totok Suyoto Teguh Praseti Endang Pitaloka Hadion Wijoyo Hendrian Yonata Intan Rachmina Koho Yoyok Cahyono |
| author_sort | Haudi Haudi |
| collection | DOAJ |
| description | This study aims to determine the effect of social media marketing activities on brand trust, brand equity and brand loyalty in social media. The study uses the Structural Equation Modeling (SEM) method with SPSS 3.3.3 software with a sample of 450 respondents determined by the simple random sampling method who had experience of using social media for at least six months. Data was obtained by distributing online questionnaires using google form. The results show that social media marketing has a positive effect on brand trust, social media marketing has a positive influence on brand equity, and social media marketing has a positive influence on brand loyalty. Brand trust has a positive influence on SMEs Performance, Brand equity has a positive influence on SMEs Performance and finally brand loyalty has a positive influence on SMEs Performance. |
| first_indexed | 2024-04-14T07:43:19Z |
| format | Article |
| id | doaj.art-576deea8850b4060bc83e115a1dafbc5 |
| institution | Directory Open Access Journal |
| issn | 2561-8148 2561-8156 |
| language | English |
| last_indexed | 2024-04-14T07:43:19Z |
| publishDate | 2022-01-01 |
| publisher | Growing Science |
| record_format | Article |
| series | International Journal of Data and Network Science |
| spelling | doaj.art-576deea8850b4060bc83e115a1dafbc52022-12-22T02:05:25ZengGrowing ScienceInternational Journal of Data and Network Science2561-81482561-81562022-01-016396197210.5267/j.ijdns.2022.1.015The effect of social media marketing on brand trust, brand equity and brand loyaltyHaudi HaudiWiwik HandayaniMusnaini, Yohanes Totok SuyotoTeguh Praseti Endang PitalokaHadion WijoyoHendrian YonataIntan Rachmina Koho Yoyok Cahyono This study aims to determine the effect of social media marketing activities on brand trust, brand equity and brand loyalty in social media. The study uses the Structural Equation Modeling (SEM) method with SPSS 3.3.3 software with a sample of 450 respondents determined by the simple random sampling method who had experience of using social media for at least six months. Data was obtained by distributing online questionnaires using google form. The results show that social media marketing has a positive effect on brand trust, social media marketing has a positive influence on brand equity, and social media marketing has a positive influence on brand loyalty. Brand trust has a positive influence on SMEs Performance, Brand equity has a positive influence on SMEs Performance and finally brand loyalty has a positive influence on SMEs Performance.http://www.growingscience.com/ijds/Vol6/ijdns_2022_15.pdf |
| spellingShingle | Haudi Haudi Wiwik Handayani Musnaini, Yohanes Totok Suyoto Teguh Praseti Endang Pitaloka Hadion Wijoyo Hendrian Yonata Intan Rachmina Koho Yoyok Cahyono The effect of social media marketing on brand trust, brand equity and brand loyalty International Journal of Data and Network Science |
| title | The effect of social media marketing on brand trust, brand equity and brand loyalty |
| title_full | The effect of social media marketing on brand trust, brand equity and brand loyalty |
| title_fullStr | The effect of social media marketing on brand trust, brand equity and brand loyalty |
| title_full_unstemmed | The effect of social media marketing on brand trust, brand equity and brand loyalty |
| title_short | The effect of social media marketing on brand trust, brand equity and brand loyalty |
| title_sort | effect of social media marketing on brand trust brand equity and brand loyalty |
| url | http://www.growingscience.com/ijds/Vol6/ijdns_2022_15.pdf |
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