The Influence of Social Media Marketing on Brand Loyalty Mediated by Brand Trust: A Technology Acceptance Model Perspective in the Case of Bento Kopi Godean

Abstract

This study aims to analyze the influence of Social Media Marketing on Brand Loyalty with Brand Trust as a mediating variable, focusing on consumers of Bento Kopi in Godean, Yogyakarta. The research is motivated by the increasing competition in the coffee shop industry, which pushes businesses to optimize their digital marketing strategies. A descriptive quantitative method was employed with purposive sampling involving 150 respondents. Data were collected through questionnaires and analyzed using multiple linear regression and Sobel test. The results indicate that Social Media Marketing significantly and positively affects Brand Loyalty, both directly and indirectly through Brand Trust. The Sobel test confirms that Brand Trust significantly mediates the effect of Social Media Marketing on Brand Loyalty. These findings align with the Technology Acceptance Model (TAM), which posits that perceived ease of use and usefulness of technology can foster trust and consumer loyalty. The practical implication is that interactive and relevant social media content can enhance consumer trust and loyalty. Businesses like Bento Kopi are encouraged to continually improve their social media-based marketing strategies to build long-term customer relationships.