THE EFFECT OF SOCIAL MEDIA MARKETING, PERCEIVED QUALITY
ON BRAND LOYALTY, WITH BRAND TRUST AS INTERVENING
VARIABLES
( Study on Tokopedia E-commerce in Yogayakarta)

THE EFFECT OF SOCIAL MEDIA MARKETING, PERCEIVED QUALITY
ON BRAND LOYALTY, WITH BRAND TRUST AS INTERVENING
VARIABLES
( Study on Tokopedia E-commerce in Yogayakarta)

Social Media Marketing, Perceived Quality, Brand Trust, Brand Loyalty

Loyalty brand or faithfulness customer is draft important for many companies that can
bring many benefits for companies, such as purchase repeat and recommendation
brand the to others, who then could reduce cost marketing. Brand trust is important
and is a factor main in the development of a loyal brand. The purpose of this study is to
analyze the influence of media marketing social, perceived quality, on-brand loyalty
with brand trust as an intervening variable. The research was conducted using
quantitative methods with 145 respondents. The population used in this study are
consumers who have accessed the Tokopedia application in the Yogyakarta area. This
study uses the Non - Probability Sampling technique with a purposive sampling
approach with the criteria of respondents who have used the Tokopedia application.
Results of the study this showing that Social Media Marketing (SMM) own a significant
influence on Brand Trust (BT). Brand Trust (BT) is influential positive and significant
to Brand Loyalty (BL). Perceived Quality (PQ) is not influential and not significant to
Brand Loyalty (BL). Influence Social Media Marketing (SMM) to Brand Loyalty (BL)
through Brand Trust (BT) as an intervening variable accepted.

Putri Dwi Cahyani, Henny Welsa, Ganang Kristanto Aji

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2022

peri irawan

pdf

english

text