BRAND INTERACTIVITY AND INVOLVEMENT IN DRIVING SOCIAL MEDIA CUSTOMER BRAND ENGAGEMENT AND BRAND LOYALTY: BRAND TRUST AS THE MEDIATOR IN SOMETHINC INSTAGRAM PAGE

Andjani, Josephina Kayla Indra (2024) BRAND INTERACTIVITY AND INVOLVEMENT IN DRIVING SOCIAL MEDIA CUSTOMER BRAND ENGAGEMENT AND BRAND LOYALTY: BRAND TRUST AS THE MEDIATOR IN SOMETHINC INSTAGRAM PAGE. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

The study aims to analyze the influence of brand interactivity and brand involvement towards social media customer brand engagement while considering brand trust as a mediating factor of social media customer brand engagement influences brand loyalty of Somethinc Instagram page. The research was conducted through online questionnaire using a 5-point Likert Scale and collected 233 respondents. The data analysis was performed using SmartPLS 3 with a partial least squares structural equation modeling (PLS-SEM). The study's findings show that brand interactivity and involvement positively influence social media brand engagement. Brand interactivity positively influence brand trust. Social media customer brand engagement positively influence brand trust but does not influence brand loyalty. Furthermore, brand trust positively influences brand loyalty and is the mediator variable between social media brand engagement and brand loyalty.

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