BibTex Citation Data :
@article{JIAB45665, author = {Ririn Apriliani and Naili Farida and Reni Dewi}, title = {PENGARUH SOCIAL MEDIA MARKETING DAN BRAND EXPERIENCE TERHADAP BRAND LOYALTY MELALUI BRAND TRUST PADA PRODUK BATA (Studi pada Pengguna Alas Kaki Bata di Kota Semarang)}, journal = {Jurnal Ilmu Administrasi Bisnis}, volume = {14}, number = {2}, year = {2025}, keywords = {Social Media Marketing, Brand Experience, Brand Loyalty,Brand Trust,}, abstract = { The footwear industry has grown to be more than just as utility, such as accessories in the field of fashion. Bata products are one of the shoe products that have existed for a long time in Indonesia, but currently the existence of Bata footwear products is starting to dim along with the rising number of competitors. Given the current competition in the footwear industry which presents challenges with a variety of models and brands available, it encourages changes in consumer behaviour. Based on this, to win the competition in the footwear industry, brand loyalty is needed. Brand needs trust, memorable experiences and marketing through social media to build loyalty. Based on the existing problems, this study aims to determine the influence of social media marketing and brand experience on brand loyalty through brand trust in Bata products. The number of samples taken was 100 respondents using the non-probability sampling method with incidental sampling techniques. Data collection was carried out by distributing questionnaires directly. This type of research is explanatory research. This research uses SmartPLS 4.0 software. The results of this study show that there is a positive and significant influence on social media marketing and brand experience on brand trust. Then, brand experience has a positive and significant effect on brand loyalty, but social media marketing and brand loyalty are not significant. In the indirect effect, brand trust can fully mediate the influence of social media marketing on brand loyalty, and in the indirect effect, brand trust can partially mediate the brand experience of brand loyalty. The suggestion in this study is that Bata can improve social media marketing in order to attract new customers to use their footwear products on an even larger scale. Keywords : Social Media Marketing, Brand Experience, Brand Loyalty,Brand Trust. }, issn = {2746-1297}, pages = {517--530} doi = {10.14710/jiab.2025.45665}, url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/45665} }
Refworks Citation Data :
The footwear industry has grown to be more than just as utility, such as accessories in the field of fashion. Bata products are one of the shoe products that have existed for a long time in Indonesia, but currently the existence of Bata footwear products is starting to dim along with the rising number of competitors. Given the current competition in the footwear industry which presents challenges with a variety of models and brands available, it encourages changes in consumer behaviour. Based on this, to win the competition in the footwear industry, brand loyalty is needed. Brand needs trust, memorable experiences and marketing through social media to build loyalty. Based on the existing problems, this study aims to determine the influence of social media marketing and brand experience on brand loyalty through brand trust in Bata products.
The number of samples taken was 100 respondents using the non-probability sampling method with incidental sampling techniques. Data collection was carried out by distributing questionnaires directly. This type of research is explanatory research. This research uses SmartPLS 4.0 software.
The results of this study show that there is a positive and significant influence on social media marketing and brand experience on brand trust. Then, brand experience has a positive and significant effect on brand loyalty, but social media marketing and brand loyalty are not significant. In the indirect effect, brand trust can fully mediate the influence of social media marketing on brand loyalty, and in the indirect effect, brand trust can partially mediate the brand experience of brand loyalty.
The suggestion in this study is that Bata can improve social media marketing in order to attract new customers to use their footwear products on an even larger scale.
Keywords: Social Media Marketing, Brand Experience, Brand Loyalty,Brand Trust.
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