The Effect of Social Media Marketing on Brand Loyalty through Brand Trust as a Mediating Variable: Evidence from Consumers of Citra Hand and Body Lotion in Cimahi City
Keywords:
social media marketing, brand trust, brand loyalty, relationship marketing theory.Abstract
This study aims to analyze the effect of social media marketing on brand loyalty through brand trust as a mediating variable among consumers of Citra hand and body lotion in Cimahi City. This study is based on relationship marketing theory (RMT), which explains that ongoing communication between companies and consumers contributes to the development of trust and ultimately strengthens customer loyalty. A quantitative approach with a descriptive-verificative design was used. Data were collected from 120 respondents who had purchased and used Citra hand and body lotion products and had been exposed to the brand’s social media content. The data were analyzed using simple regression, multiple regression, and the Sobel mediation test with the aid of SPSS version 26 software.
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