The effect of social media marketing on brand trust, brand equity and brand loyalty

Haudi, Haudi and Handayani, Wiwik and Musnaini, Musnaini and Suyoto, Yohanes Totok and Prasetio, Teguh (2022) The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6 (3). pp. 961-972. ISSN 25618148, 25618156

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Abstract

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 Structural Equation Modeling (SEM) the method with SPSS 3.3.3 software with a sample of 450 respondents was determined by the simple ran- dom sampling method who had the experience of using social media for at least six months. Data was obtained by distributing online questionnaires using Google Forms. 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 SME's performance

Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Musnaini
Date Deposited:	05 May 2023 08:23
Last Modified:	05 May 2023 08:23
URI:	https://repository.unja.ac.id/id/eprint/47761

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