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Research Article Open access CC BY 4.0

The Influence of Implementing Digital Marketing and Experiential Marketing on Brand Loyalty Mediated by Brand Trust

Israk Fabian Hasan, Budi Astuti, Anas Hidayat

Asian Journal of Economics, Business and Accounting · pp. 263–272 · Published 16 May 2024

10.9734/ajeba/2024/v24i61359

Abstract

This research aims to examine the effect of implementing digital marketing and experiential marketing on brand loyalty through brand trust in coffee shops in the city of Yogyakarta, Indonesia. In this research, the population used was coffee shop customers in the city of Yogyakarta, Indonesia. The number of samples taken was 266 respondents. This research data was obtained using an online survey questionnaire via Google Form with a measurement scale using a 5-point Likert scale. This research is descriptive research using quantitative methods. The analytical tool used is Structural Equation Modeling (SEM), with data analysis techniques using the AMOS application version 23.0 and Sobel Test. The results of the analysis show that the influence of digital marketing implementation has a significant effect on brand loyalty, brand trust has a significant effect on brand loyalty and experiential marketing has no significant effect on brand trust and brand loyalty and digital marketing have no significant effect on brand trust. The results of this research can help the coffee shop industry, especially in the Indonesian context, in understanding consumer behavior and the factors that contribute to customer trust in a brand.

Digital marketing experiental marketing brand trust brand loyalty

References (7)

  1. 1 The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty [DOI]
  2. 2 Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator [DOI]
  3. 3 Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers [DOI]
  4. 4 Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity [DOI]
  5. 5 The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists [DOI]
  6. 6 The Effect of Ewom, Digital Marketing, Customer Satisfaction on Customer Loyalty (Shopee Customer Survey in Pangkalan Brandan) [DOI]
  7. 7 PERSONAL SELLING AND DIGITAL MARKETING AS CRUCIAL FACTORS IN MAXIMIZING CUSTOMER SATISFACTION THROUGH PERCEIVED VALUE IN THE USAGE OF M-BANKING APPLICATION [DOI]

Cited by 6

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Cahyani Pratisti, Anggraini Anggraini, Yusminar Wahyuningsih · Jurnal Manajemen & Bisnis Jayakarta · 2024

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