The effect of social media marketing activities on customer loyalty as a mediating variable for brand trust and brand equity on Samsung brand smartphones

Abstract

This study aims to analyze the effect of Social Media Marketing Activities on Customer Loyalty as a Mediating Variable for Brand Trust & Brand Equity on Samsung brand Smartphones in Padang City.The population in this research are customers who have used Samsung brand smartphone products who live in Padang City. This research involved 193 respondents as samples. Data collection was carried out by distributing online questionnaires, and data was processed using SmartPLS software. The findings of this research indicate that (1) Social Media Marketing Activities have a positive and significant effect on Brand Trust (2) Social Media Marketing Activities have a positive and significant effect on Brand Equity (3) Social Media Marketing Activities have a positive and significant effect on Customer Loyalty (4) Brand Trust has a positive and significant effect on Brand Equity (5) Brand Trust has a positive and significant effect on Customer Loyalty (6) Brand Equity has a positive and significant effect on Customer Loyalty (7) Social Media Marketing Activities has a positive and significant effect on Customer Loyalty mediated by Brand Trust (8) Social Media Marketing Activities have a positive and significant effect on Customer Loyalty, mediated by Brand Equity.