The direct and indirect effect of brand trust and social media marketing on repurchase intention

Authors

  • Nur Laili Fikriah Fakultas Ekonomi, Universitas Islam Negeri Maulana Malik Ibrahim Malang
  • Achmad Muzakki Mahendra Fakultas Ekonomi, Universitas Islam Negeri Maulana Malik Ibrahim Malang

DOI:

https://doi.org/10.53088/jmdb.v4i3.1017

Keywords:

Social media marketing, Brand trust, Repurchase intentions

Abstract

Social media marketing is a platform that makes it easier for companies to achieve their goals, namely, build brand trust at a limited cost. Social media marketing makes it easier for consumers to remember the company’s products and increases brand trust, thereby contributing to the indirect effect of repurchase intention. This research examines the role of brand trust as a mediating variable between social media marketing and repurchase intention. The method used in this research is descriptive quantitative and data collection techniques using surveys. The population in this research is Blitar City Jeensneakers consumers, with a sample of 150. Power analysis in this research uses SEM-PLS. The study results show that social media marketing influences brand trust and repurchase intention, brand trust influences repurchase intention, and brand trust can mediate the relationship between social media marketing and repurchase intention.

References

Admi, D., & Susanto, P. (2023). The Effect of Social Media Marketing (SMM) on Brand Loyalty with Brand Trust and Brand Equity as Mediation. Marketing Management Studies, 03 (01), 458-469. https://doi.org/10.24036/mms.v3i1.342.

Althuwaini, S. (2022). The Effect of Social Media Activities on Brand Loyalty for Banks : The Role of Brand Trust. Administrative Sciences, 12 (4), 148-163. https://doi.org/10.3390/admsci12040148.

Aprilia, Y., & Andarini, S. (2023). Pengaruh Product Quality dan Brand Trust terhadap Repurchase Intention Melalui Customer Satisfaction sebagai Variabel Intervening pada Produk Kecantikan Brand Somethinc. Jurnal Ekonomi Keuangan Dan Bisnis Syariah, 05 (06), 3193-3205. 10.47467/alkharaj.v5i6.3649.

As’ ad, H. A.-R., & Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan. Review of Integrative Business and Economics Research 3 (1), 334-345.

Basuki, R., Tarigan, Z., Siagian, H., Limanta, L., Setiawan, D., & Mochtar, J. (2022). The Effects of Perceived Ease of Use, Usefulness, Enjoyment, and Intention to Use Online Platforms on Behavioral Intention in Online Movie Watching During The Pandemic Era. International Journal of Data and Network Science, 6 (1), 253-262. https://doi.org/10.5267/J.IJDNS.2021.9.003.

Binwani, K. J., & Yin Ho, J. S. (2019). Effects of Social Media on Cosmetic Brands. Journal of Marketing Advances and Practices(JMAP), 1 (2), 1-10.

Cooley, D., & Parks-Yancy, R. (2019). The Effect of Social Media on Perceived Information Credibility and Decision Making. Journal of Internet Commerce, 18 (3), 249-269.

David, F. R.(2017). Strategic Management: A Competitive Advantage Approach, Concepts and Cases 16th ed. New Jersey: Pearson Education.

Dewi, N. K. M., & Wardana, I. M. (2023). The Role of Brand Trust in Mediating the Effect of Social Media Marketing on Brand Loyalty at Falala Chocolate Customers in Denpasar. Jurnal Ekonomi Dan Bisnis Jagaditha, 10 (02), 134-143. https://doi.org/10.22225/jj.10.2.2023.134-143

Ferrinadewi, E. (2018). Merek dan Psikologi Konsumen. Graha Ilmu.

Ghozali, I., & Latan, H. (2014). Partial Least Squares Konsep, Metode dan Aplikasi Menggunakan Program WARPPLS 4.0. Semarang: Badan Penerbit Universitas Diponegoro.

Hafez, M. (2021). The Impact of Social Media Marketing Activities on Brand Equity in The Banking Sector in Bangladesh: The Mediating Role of Brand Love and Brand Trust. International Journal of Bank Marketing, 39(7), 1353-1376. https://doi.org/10.1108/IJBM-02-2021-0067.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. United States of America: SAGE Publications, Inc

Hidayah, F. N. (2023). Merek Fesyen Lokal yang Jadi Favorit Masyarakat Indonesia Versi Goodstats. https://data.goodstats.id/statistic/Fitrinurhdyh/merek-fesyen-lokal-yang-jadifavorit-masyarakat-indonesia-versi-goodstats-mavFg

Hutama, D. (2023). 5 Rekomendasi Brand Lokal Blitar yang Wajib Punya untuk Lebaran. IDN Times. https://www.idntimes.com/men/style/dimashutama/rekomendasi-brand-lokal-blitar-yang-wajib-punya-untuk-lebaranc1c2

Jalil, M. I. A., Lada, S., Bakri, M. A., & Hassan, Z. (2021). Halal Cosmetics Repurchase Intention: the Role of Marketing in Social Media. Journal of Islamic Monetary Economics and Finance, 7(4), 629–650.

Khoirunnisa, A., & Astini, R. (2021). The Effects of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust as Variable Mediation for Wearing Klamby Hijab Fashion Products. European Journal of Business and Management Research, 6(6), 35–41.

Kotler, P., & Amstrong, G. (2020). Principles of Marketing (18th). Harlow: Pearson Education Limited.

Kotler, P., & Keller, K. L. (2018). Marketing Management Global Edition (15th). Harlow: Pearson Education Limited.

Leksono, H. B., & Prasetyaningtyas, S. (2021). Influence Social Media Marketing Activity on Repurchase Intention in The E-Commerce Industry. Journal of Research in Business, Economics, and Education, 5.

Lim, J.-S., Phuoc Pham, & Heinrichs., J. (2020). Impact of social media activity outcomes on brand equity. Journal of Product & Brand Management, 29 (7), 927-937. 10.1108/JPBM-03-2019-2298.

Lupiyoadi, R. (2014). Manajemen Pemasaran Jasa Berbasis Kompetensi. Edisi ke-3. Jakarta: Salemba Empat.

May, A. Y. C., Hong, L. W., & Tiong, J. L. B. (2023). The Effects of Social Media Marketing Functionalities on Consumer Decision-Making: the Moderating Role of Trust and Emotional Intelligence. International Journal of Application on Economics and Business, 1(2), 627–641.

Nimo, A., & Ravishankar, K. (2023). Examining The Mediating Effect of Brand Trust on Social Media Marketing and Electronic Word of Mouth. Journal of Informatics Education and Research, 3(2). 152-167. https://doi.org/10.52783/jier.v3i2.152

Pham, Q., T., Tran, X., P., Misra, S., Maskeliunas, R., & Damasevicius, R. (2018). Relationship between Convenience, Perceived Value and Repurchase Intention in Online Shopping in Vietnam. Sustainability, 10, 156–169.

Porter, M. E. (2007). Strategi Bersaing (Competitive Strategy): Teknik Menganalisis Industri dan Pesaing. Tanggerang: Karisma Publisher.

Prayitno, A., Putriani, A., Wibowo, A., & Sanjaya, V. F. (2021). The Influence of Social Media Marketing, Customer Engagement and Digital Advertising on Brand Trust (Go-Jek Users as Research Objects). International Journal of Creative Business and Management, 01(02), 38-43. https://doi.org/10.31098/ijcbm.v1i2.4193.

Rizky, M., Yuliati, L. N., & Hasanah, N. (2023). Pengaruh Social Media Marketing Instagram Terhadap Repurchase Intention Melalui Experiential Marketing dan Brand Trust. Jurnal Aplikasi Bisnis Dan Manajemen, 9(2), 658–670.

Seo, E. J., & Park, J. W. (2018). A Study on The Effects of Social Media Marketing Activities on Brand Equity and Customer Response in The Airline Industry. Journal of Air Transport Management. 66, 36-41.

Soediono, W., Wedanaji Prastyo, K., & Adeline, M. (2020). Pengaruh Brand Experience, Brand Image-Congruence, Brand Affect dan Brandtrust Terhadap Repurchase Intention Pada Produk Fashion Berrybenka Secara Online Di Jakarta. Media Bisnis, 12(1), 57–66.

Subawa, N. S. (2020). The Effect of Experiential Marketing, Social Media Marketing, and Brand Trust on Repurchase Intention in Ovo Applications. International Research Journal of Management, IT and Social Sciences, 7(3), 11–21.

Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.

Thaib, E. J. (2021). Problematika Dakwah Di Media Sosia. Sumatra Barat: Insan Cendekia Mandiri.

Tjiptono, F. (2014). Pemasaran Jasa: Prinsip, Penerapan, Penelitian. Yogyakarta: Andi Offset.

Tong, T. K. P. B., & Subagio, H. (2020). Analisa Pengaruh Social Media Marketing terhadap Repurchase Intention melalui Brand Trust sebagai Variabel Mediasi pada Instagram Adidas Indonesia di Surabaya. Jurnal Strategi Pemasaran, 7(1), 10-21.

Voorveld, H. A. M., van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47(1), 38–54.

Yuliantoro, N., Goeltom, V., Juliana, I. B., Pramono, R., & Purwanto, A. (2019). Repurchase Intention and Word of Mouth Factors in the Millennial Generation Against Various Brands of Boba Drinks During the Covid-19 Pandemic. African Journal of Hospitality, Tourism and Leisure, 8 (1), 1-11.

Downloads

Published

2024-10-16

How to Cite

Fikriah, N. L., & Mahendra, A. M. (2024). The direct and indirect effect of brand trust and social media marketing on repurchase intention. Journal of Management and Digital Business, 4(3), 476–489. https://doi.org/10.53088/jmdb.v4i3.1017