The Role of Brand Trust and Brand Image: The Impact of Social Media Marketing on Customer Loyalty (A Study of McDonald's Consumers)
Peran Brand Trust dan Brand Image: Dampak Sosial Media Marketing Terhadap Loyalitas Pelanggan (Studi Pada Konsumen McDonald’s)
DOI:
https://doi.org/10.21070/ups.9697Keywords:
Brand Trust, Brand Image, Social Media Marketing, Customer LoyaltyAbstract
This study examines the effect of social media marketing on McDonald’s customer loyalty by considering brand trust and brand image as mediating variables. The research addresses declining loyalty toward global brands influenced by geopolitical conditions and boycott movements that shape public perceptions. A quantitative approach was employed using a questionnaire distributed to 96 respondents who had purchased McDonald’s products and were active social media users. Data were analyzed using Partial Least Squares (PLS). The findings indicate that social media marketing has a positive and significant effect on both brand trust and brand image. Brand trust demonstrates a significant positive influence on customer loyalty. In contrast, brand image shows a negative effect on loyalty, attributed to external pressures such as negative public opinion from global issues. The study confirms that brand trust plays a crucial role in maintaining customer loyalty when brand image is challenged by unfavorable external factors conditions.
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