Open AccessBrand Trust between Social Networking and Brand Loyalty: SEM-PLS Approach
Author(s) -
Achmad Yanu Alif Fianto,
Raissa Abitha Daniswara,
Retnosari Retnosari
Publication year - 2021
Publication title -
procedia business and financial technology
Language(s) - English
Resource type - Journals
ISSN - 2807-131X
DOI - 10.47494/pbft.2021.1.14
Subject(s) - brand loyalty , mediation , structural equation modeling , advertising , loyalty , beauty , business , brand awareness , brand image , brand management , psychology , brand relationship , marketing , sociology , mathematics , political science , statistics , law , social science
This research examines the effect of social networking on brand trust and brand loyalty while simultaneously examining the role of brand trust mediation on the relationship between social networking and brand loyalty. Respondents in this study consisted of 100 consumers who use social networks and do beauty treatments at beauty clinics in Surabaya. Students in private universities and employees dominate the number of respondents in this research. To test the research hypothesis, this research adopted the Structural Equation Model-Partial Least Square (SEM-PLS) technique using SmartPLS. This research proves that brand trust has a significant influence on brand loyalty and a significant effect of social networking on brand trust. This research also found that social networking does not have a significant effect on brand loyalty. Therefore, this research also proves that brand trust has a full mediating role in the relationship between social networking and brand loyalty