Open AccessThe effect of social media marketing on brand trust, brand equity and brand loyalty
Author(s) -
Haudi Haudi,
Wiwik Handayani,
Yohanes Totok Suyoto Musnaini,
Teguh Praseti,
Endang Pitaloka,
Hadion Wijoyo,
Hendrian Yonata,
Intan Rachmina Koho,
Yoyok Cahyono
Publication year - 2022
Publication title -
international journal of data and network science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.296
H-Index - 7
eISSN - 2561-8156
pISSN - 2561-8148
DOI - 10.5267/j.ijdns.2022.1.015
Subject(s) - brand equity , brand loyalty , business , brand awareness , social media , advertising , marketing , structural equation modeling , brand management , social media marketing , digital marketing , mathematics , computer science , statistics , world wide web
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.