The Interplay of Social Media Marketing, Brand Trust, Customer Satisfaction and Loyalty

https://doi.org/10.35912/jakman.v6i4.4519
Published: Sep 2, 2025

Abstract:

Purpose: This study aims to understand how social media marketing (SMM) affects customer satisfaction and loyalty in the context of emerging e-commerce markets, with a particular focus on the mediating role of brand tr

Purpose: This study aimed to understand how social media marketing (SMM) affects customer satisfaction and loyalty in emerging e-commerce markets, with a particular focus on the mediating role of brand trust.

Methodology/approach: This study used a quantitative correlational research design. Data were collected through an online survey of 182 active users of a leading Indonesian e-commerce platform. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS software to examine the relationships between SMM, brand trust, customer satisfaction, and loyalty.

Results: The study found that SMM had a significant positive impact on brand trust. In turn, brand trust positively influences customer satisfaction and loyalty. Furthermore, brand trust is a critical mediating variable that strengthens the relationship between SMM and customer outcomes.

Conclusions: Building brand trust through effective social media engagement is essential for enhancing customer satisfaction and loyalty in e-commerce brands. SMM strategies that foster trust can serve as powerful tools for achieving long-term consumer retention in competitive digital marketplaces.

Limitations: This study focused solely on Indonesian users of a single e-commerce platform, which may limit the generalizability of the findings to other markets or platforms.

Contribution: This study provides practical insights for marketers, digital strategists, and e-commerce businesses aiming to strengthen consumer relationships. This study contributes to a broader understanding of how social media engagement can be leveraged to build trust and drive loyalty in rapidly growing online markets.

ust.

Methodology/approach: A quantitative correlational research design was used. Data were collected through an online survey of 182 active users of a leading e-commerce platform in Indonesia. The data were analyzed using Structural Equation Modeling (SEM) with the SmartPLS software to examine the relationships between SMM, brand trust, customer satisfaction, and loyalty.

Results/findings: The study found that SMM has a significant positive impact on brand trust. In turn, brand trust positively influences both customer satisfaction and customer loyalty. Furthermore, brand trust acts as a critical mediating variable that strengthens the relationship between SMM and customer outcomes.

Conclusions: Building brand trust through effective social media engagement is essential for enhancing customer satisfaction and loyalty in e-commerce. SMM strategies that foster trust can serve as powerful tools for achieving long-term consumer retention in competitive digital markets.

Limitations: The study focused solely on Indonesian users of a single e-commerce platform, which may limit the generalizability of the findings to other markets or platforms.

Contribution: This study provides practical insights for marketers, digital strategists, and e-commerce businesses aiming to deepen consumer relationships. It contributes to the broader understanding of how social media engagement can be leveraged to build trust and drive loyalty in rapidly growing online markets.

Keywords:
1. Brand Trust
2. Customer Loyalty
3. Customer Satisfaction
4. E-Commerce
5. Social Media Marketing
Authors:
1 . Ronny H. Walean
2 . Nancy Margaretha Rantung
3 . Deske W. Mandagi
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How to Cite
Walean, R. H. ., Rantung, N. M. ., & Mandagi, D. W. (2025). The Interplay of Social Media Marketing, Brand Trust, Customer Satisfaction and Loyalty. Jurnal Akuntansi, Keuangan, Dan Manajemen, 6(4), 881–897. https://doi.org/10.35912/jakman.v6i4.4519
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Issue & Section
Vol. 6 No. 4 (2025): September
Articles
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References

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    Alam, M. M. D., Karim, R. A., & Habiba, W. (2021). The relationship between CRM and customer loyalty: The moderating role of customer trust. International Journal of Bank Marketing, 39(7), 1248-1272. doi:https://doi.org/10.1108/IJBM-12-2020-0607

    Ali, F., Suveatwatanakul, C., Nanu, L., Ali, M., & Terrah, A. (2025). Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling. Spanish Journal of Marketing-ESIC, 29(1), 114-135. doi:https://doi.org/10.1108/SJME-08-2023-0219

    Arslan, I. K. (2020). The importance of creating customer loyalty in achieving sustainable competitive advantage. Eurasian Journal of Business and Management, 8(1), 11-20. doi:https://doi.org/10.15604/ejbm.2020.08.01.002

    Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559-572. doi:https://doi.org/10.1108/MIP-02-2019-0095

    Azhar, M., Husain, R., Hamid, S., & Rahman, M. N. (2023). Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty. Future Business Journal, 9(1), 13.

    Azizan, N. S., & Yusr, M. M. (2019). The influence of customer satisfaction, brand trust, and brand image towards customer loyalty. International Journal of Entrepreneurship and Management Practices, 2(7), 93-108.

    Bakri, Z. F. (2023). Analyzing the influence of digital marketing strategies on business performance in the beauty industry: a comprehensive analysis of social media engagement and influencer collaborations. Journal on Economics, Management and Business Technology, 2(1), 37-48. doi:https://doi.org/10.35335/jembut.v2i1.187

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    Carundeng, S. S., Rantung, D. I., & Mandagi, D. W. (2024). Insights into Generation Z's Perception of Social Media Marketing's Effectiveness on Faith-Based Private School Branding. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 16(1), 467-482. doi:https://doi.org/10.37680/qalamuna.v16i1.4953

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    Kainde, S. J. R., & Mandagi, D. W. (2023). FROM LIKES TO LOYALTY: THE INTERPLAY OF SOCIAL MEDIA MARKETING IN SHAPING EDUCATION INSTITUTION BRAND ATTITUDE AND LOYALTY. Jurnal Ekonomi, 12(02), 465-475.

    Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of service research, 13(3), 297-310. doi:https://doi.org/10.1177/1094670510375602

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    Mandagi, D. W., Rampen, D. C., Soewignyo, T. I., & Walean, R. H. (2024). Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention. International Journal of Pharmaceutical and Healthcare Marketing, 18(2), 215-236. doi:https://doi.org/10.1108/IJPHM-04-2023-0030

    Mandagi, D. W., Soewignyo, T., Kelejan, D. F., & Walone, D. C. (2024). From a hidden gem to a tourist spot: Examining brand gestalt, tourist attitude, satisfaction and loyalty in Bitung city. International Journal of Tourism Cities. doi:https://doi.org/10.1108/IJTC-10-2023-0217

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  1. Abedi, E., & Jahed, A. (2020). Investigating the effect of customer experience affinity and brand on brand equity with the mediating role of customer satisfaction in Iran Insurance Company (Case Study: Tehran province branches customers). International Journal of Information, Business and Management, 12(1), 165-176.
  2. Alam, M. M. D., Karim, R. A., & Habiba, W. (2021). The relationship between CRM and customer loyalty: The moderating role of customer trust. International Journal of Bank Marketing, 39(7), 1248-1272. doi:https://doi.org/10.1108/IJBM-12-2020-0607
  3. Ali, F., Suveatwatanakul, C., Nanu, L., Ali, M., & Terrah, A. (2025). Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling. Spanish Journal of Marketing-ESIC, 29(1), 114-135. doi:https://doi.org/10.1108/SJME-08-2023-0219
  4. Arslan, I. K. (2020). The importance of creating customer loyalty in achieving sustainable competitive advantage. Eurasian Journal of Business and Management, 8(1), 11-20. doi:https://doi.org/10.15604/ejbm.2020.08.01.002
  5. Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559-572. doi:https://doi.org/10.1108/MIP-02-2019-0095
  6. Azhar, M., Husain, R., Hamid, S., & Rahman, M. N. (2023). Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty. Future Business Journal, 9(1), 13.
  7. Azizan, N. S., & Yusr, M. M. (2019). The influence of customer satisfaction, brand trust, and brand image towards customer loyalty. International Journal of Entrepreneurship and Management Practices, 2(7), 93-108.
  8. Bakri, Z. F. (2023). Analyzing the influence of digital marketing strategies on business performance in the beauty industry: a comprehensive analysis of social media engagement and influencer collaborations. Journal on Economics, Management and Business Technology, 2(1), 37-48. doi:https://doi.org/10.35335/jembut.v2i1.187
  9. Budur, T., & Poturak, M. (2021). Employee performance and customer loyalty: Mediation effect of customer satisfaction. Middle East Journal of Management, 8(5), 453-474. doi:https://doi.org/10.1504/MEJM.2021.117510
  10. Carundeng, S. S., Rantung, D. I., & Mandagi, D. W. (2024). Insights into Generation Z's Perception of Social Media Marketing's Effectiveness on Faith-Based Private School Branding. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 16(1), 467-482. doi:https://doi.org/10.37680/qalamuna.v16i1.4953
  11. Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia pacific journal of management, 41(2), 745-783.
  12. Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593. doi:https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
  13. Diputra, I., & Yasa, N. (2021). The influence of product quality, brand image, brand trust on customer satisfaction and loyalty. American International Journal of Business Management (AIJBM), 4(1), 25-34.
  14. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., . . . Krishen, A. S. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International journal of information management, 59, 102168. doi:https://doi.org/10.1016/j.ijinfomgt.2020.102168
  15. Hair, J., Hollingsworth, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial management & data systems, 117(3), 442-458. doi:https://doi.org/10.1108/IMDS-04-2016-0130
  16. Hilkenmeier, F., Bohndick, C., Bohndick, T., & Hilkenmeier, J. (2020). Assessing distinctiveness in multidimensional instruments without access to raw data–a manifest Fornell-Larcker criterion. Frontiers in psychology, 11, 223. doi:https://doi.org/10.3389/fpsyg.2020.00223
  17. Huddin, M. N., Kurnia, D., Deviyantoro, D., & Nafiudin, N. (2024). The relationship between customer experience, customer satisfaction, customer trust, and customer loyalty in tourism destination. 2024, 6(2), 13. doi:https://doi.org/10.14710/dijb.6.2.2023.142-154
  18. Ibrahim, B., Aljarah, A., & Sawaftah, D. (2021). Linking social media marketing activities to revisit intention through brand trust and brand loyalty on the coffee shop facebook pages: Exploring sequential mediation mechanism. Sustainability, 13(4), 2277. doi:https://doi.org/10.3390/su13042277
  19. Jeswani, R. (2023). The Role and Importance of Social Media Marketing in Brand Building. Irish Interdisciplinary Journal of Science & Research, 07, 01-09. doi:https://doi.org/10.46759/IIJSR.2023.7401
  20. Kainde, S. J. R., & Mandagi, D. W. (2023). FROM LIKES TO LOYALTY: THE INTERPLAY OF SOCIAL MEDIA MARKETING IN SHAPING EDUCATION INSTITUTION BRAND ATTITUDE AND LOYALTY. Jurnal Ekonomi, 12(02), 465-475.
  21. Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of service research, 13(3), 297-310. doi:https://doi.org/10.1177/1094670510375602
  22. Lebo, T. C., & Mandagi, D. W. (2023). Integrating service quality, customer satisfaction, and brand gestalt in the context of multi-level marketing (MLM) companies. Jurnal Mantik, 7(1), 100-111.
  23. Mandagi, D. W. (2023). Pemasaran media sosial, gestalt merek dan loyalitas pelangan: studi empiris pada Tomohon International Flower Festival. Manajemen Dewantara, 7(1), 32-45.
  24. Mandagi, D. W., & Aseng, A. C. (2021). Millennials and Gen Z’s perception of social media marketing effectiveness on the festival’s branding: The mediating effect of brand gestalt. Asia-Pacific Social Science Review, 21(3), 9. doi:https://doi.org/10.59588/2350-8329.1389
  25. Mandagi, D. W., & Centeno, D. (2024). Destination brand gestalt: dimensionalizing co-created tourism destination branding. International Journal of Tourism Cities.
  26. Mandagi, D. W., & Centeno, D. D. (2021). Brand gestalt scale development and validation: A takeoff from tourism destination branding. Journal of Destination Marketing & Management, 19, 100539. doi:https://doi.org/10.1016/j.jdmm.2020.100539
  27. Mandagi, D. W., Rampen, D. C., Soewignyo, T. I., & Walean, R. H. (2024). Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention. International Journal of Pharmaceutical and Healthcare Marketing, 18(2), 215-236. doi:https://doi.org/10.1108/IJPHM-04-2023-0030
  28. Mandagi, D. W., Soewignyo, T., Kelejan, D. F., & Walone, D. C. (2024). From a hidden gem to a tourist spot: Examining brand gestalt, tourist attitude, satisfaction and loyalty in Bitung city. International Journal of Tourism Cities. doi:https://doi.org/10.1108/IJTC-10-2023-0217
  29. Mandagi, D. W., & Sondakh, D. K. (2022). Exploring the multi-dimensionality of tourism destination brand story. African Journal of Hospitality, Tourism and Leisure, 11(6), 2128-2142.
  30. Marcos, A. M. B. d. F., & Coelho, A. F. d. M. (2022). Service quality, customer satisfaction and customer value: holistic determinants of loyalty and word-of-mouth in services. The TQM Journal, 34(5), 957-978. doi:https://doi.org/10.1108/TQM-10-2020-0236
  31. Marhareita, C., Kila, I. W., & Mandagi, D. W. (2022). Social media marketing and educational institution brand awareness, image, and attitude. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 14(1), 257-256. doi:https://doi.org/10.37680/qalamuna.v14i1.4081
  32. Miykel, S. P., Lefrand, S. P., & Mandagi, D. W. (2022). THE ROLE OF SOCIAL MEDIA MARKETING IN LOCAL GOVERNMENT INSTITUTION TO ENHANCE PUBLIC ATITUDE AND SATISFACTION. Jurnal Ekonomi, 11(03), 1268-1279.
  33. Osly, U., & Wijaya, C. N. S. (2025). The Influence of Social Proof and User-Generated Content (UGC) on Brand Perception through Consumer Trust among Digital Consumers. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 3(1), 2654-2673. doi:https://doi.org/10.21009/ISC-BEAM.013.191
  34. Pongoh, H. M., & Mandagi, D. W. (2025). Linking destination brand gestalt and brand equity: insights from Bali. Anatolia, 1-15. doi:https://doi.org/10.1080/13032917.2025.2452405
  35. Rantung, D. I., Mandagi, D. W., Wuryaningrat, N. F., & Lelengboto, A. L. P. (2023). Small Medium Enterprises brand gestalt: A key driver of customer satisfaction and repurchase intention. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(6), 4.
  36. Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10). doi:https://doi.org/10.1016/j.heliyon.2019.e02690
  37. Rondonuwu, B. F., & Mandagi, D. W. (2023). BRAND GESTALT AS A KEY DETERMINANT OF TOURIST SATISFACTION AND LOYALTY: EMPIRICAL STUDY OF SUPER-PRIORITY DESTINATION LIKUPANG. Jurnal Ekonomi, 12(02), 452-464.
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