The Effect of Promotion, Consumer Engagement, and Social Networking Content on Brand Loyalty with Brand Trust as an Intervening Variable (Circles Bakery Case Study)

Abstrak

This study aims to determine (1) whether Promotion has a positive and significant effect on brand loyalty with brand trust as an intervening variable, (2) whether consumer engagement has a positive and significant effect on brand loyalty with brand trust as an intervening variable, (3) whether SNS Content has a positive and significant effect on brand loyalty with brand trust as an intervening variable, (4) whether brand trust has a positive and significant effect on brand loyalty. The sample in this study was 112 Circles Bakery customers. The data collection method used a questionnaire distributed using Google Forms. The research method used was a purposive sampling technique. The data obtained from the questionnaire were then processed and analyzed by Multiple Linear Regression with model accuracy (classical assumption test), hypothesis testing using a partial test (t) and a determination test (R2) using the SPSS 30 program. The results of this study indicate that the promotion variable has a positive and significant effect on brand trust, the consumer engagement variable has a positive and significant effect on brand trust, SNS content does not have a positive and significant effect on brand trust, the brand trust variable has a positive and significant effect on brand loyalty, and the promotion variable has a positive and significant effect on brand loyalty through brand trust as an intervening variable. Consumer engagement has a positive and significant effect on brand loyalty through brand trust as an intervening variable, and SNS content has a positive and significant effect on brand loyalty through brand trust as an intervening variable.