The effect of social media marketing activities on revisit intention at parewa coffee shop padang with brand trust and brand loyalty as mediating variables

Abstract

This study aims to analyze the effect of social media marketing activities on revisit intention with brand trust and brand loyalty as a mediation variable at Parewa Coffee Shop Padang. The population in this study are people who have visited Parewa Coffee, followed Parewa Coffee's Instagram, and have seen Parewa Coffee's Instagram content. The number of samples in this study were 230 respondents. Data collection was carried out by distributing questionnaires online via Google Forms and data is processed using SmartPLS software. The study found that (1) Social media marketing activities has a positive and significant effect on revisit intention, (2) Social media marketing activities has a positive and significant effect on brand trust, (3) Social media marketing activities has a positive and significant effect on brand loyalty, (4) Brand trust has a positive and significant effect on revisit intention, (5) Brand loyalty has a positive and significant effect on revisit intention, (6) Social media marketing activities has a positive and significant effect on revisit intention with brand trust as a mediation, (7) Social media marketing activities has a positive and significant effect on revisit intention with brand loyalty as a mediation.