Peran Customer Trust dalam Memediasi Hubungan Antara Social Media Marketing dan Brand Loyalty dalam Brand Fashion AIJO

Ni Komang Ratu Ayu Mas Cahya Ningrum; Putu Ratna Juwita Sari; I Gst. Ayu Wirati; I.A. Oka Martini Adriati

doi:10.61132/lokawati.v4i6.2972

Authors

Ni Komang Ratu Ayu Mas Cahya Ningrum Universitas Pendidikan Nasional
Putu Ratna Juwita Sari Universitas Pendidikan Nasional
I Gst. Ayu Wirati Universitas Pendidikan Nasional
I.A. Oka Martini Adriati Universitas Pendidikan Nasional

DOI:

https://doi.org/10.61132/lokawati.v4i6.2972

Keywords:

AIJO, Brand Loyalty, Customer Trust, PLS-SEM, Social Media Marketing

Abstract

This study examines the effect of Social Media Marketing on Brand Loyalty, the effect of Customer Trust on Brand Loyalty, the effect of Social Media Marketing on Customer Trust, and the mediating role of Customer Trust in the relationship between Social Media Marketing and Brand Loyalty among AIJO fashion brand consumers in Bali. A quantitative approach was applied to 182 Generation Z respondents selected through purposive sampling. Data were collected using a four-point Likert-scale questionnaire and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4. The results show that Social Media Marketing has a positive and significant effect on Brand Loyalty (β = 0.219; p = 0.002), Customer Trust has a positive and significant effect on Brand Loyalty (β = 0.397; p < 0.001), and Social Media Marketing has a positive and significant effect on Customer Trust (β = 0.467; p < 0.001). The indirect effect of Social Media Marketing on Brand Loyalty through Customer Trust is also significant (β = 0.186; p < 0.001), while the direct effect remains significant, indicating complementary partial mediation. These findings indicate that AIJO’s social media marketing supports brand loyalty both directly and through the development of customer trust.

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