Impact of social media marketing activity on brand loyalty

https://doi.org/10.35912/jomabs.v2i3.2899
Published: May 16, 2025

Abstract:

Purpose: This study examines the effectiveness of Social Media Marketing Activities (SMMA) in enhancing brand loyalty at PT. Mumpuni Inti Mandiri. It evaluates customer perceptions of SMMA, self-brand connection, brand equity, brand trust, and their influence on brand loyalty.

Method: A quantitative positivist approach was applied. Data were gathered through online surveys targeting PT customers. Mumpuni Inti Mandiri. Structural equation Modelling (SEM) using Partial Least Squares (PLS) via SmartPLS 3.2.6 was employed to analyze the data. Validity and reliability tests ensured the accuracy of the instruments. The hypotheses were tested using one-tailed T-statistics.

Results: The results show that Customer perceptions of SMMA, self-brand connection, brand equity, brand trust, and brand loyalty were in the high category. SMMA significantly influences self-brand connection, brand equity, and brand trust. Moreover, brand loyalty is affected both directly and indirectly by these mediators. This implies that PT. Mumpuni Inti Mandiri’s social media strategies are effective in fostering emotional connection, consumer trust, and long-term loyalty.

Conclusions: SMMA plays a vital role in building brand loyalty by enhancing brand-related psychological factors. Integrated social media marketing efforts have proven to be valuable in creating strong brand-consumer relationships.

Limitations: The study’s scope was limited to one company and used self-reported survey data, which may affect generalizability.

Contribution and Novelty: This study introduces an integrated model that connects SMMA with brand loyalty through emotional and cognitive pathways, offering insights into effective digital branding strategies in emerging markets.

Keywords:
1. SMMA
2. Self Brand Connection
3. Brand Equity
4. Brand Trust
5. Brand loyalty
Authors:
1 . Wahyu Yunanto
Telkom University, Indonesia
2 . Maria Apsari Sugiat
Telkom University, Indonesia
3 . Maya Ariyanti
Telkom University, Indonesia
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How to Cite
Yunanto, W., Apsari Sugiat, M. ., & Ariyanti, M. (2025). Impact of social media marketing activity on brand loyalty. Journal of Multidisciplinary Academic Business Studies, 2(3), 273–285. https://doi.org/10.35912/jomabs.v2i3.2899
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Issue & Section
Vol. 2 No. 3 (2025): May
Articles
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References

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  1. Abdullah, M. H. S., & Faisal, A. (2023). The role of social media marketing activities in increasing brand loyalty. Journal of Social Media Marketing, 5(2), 112–125.
  2. Adrianto, A. F., Yuliana, A. O., and Jaolis, F. (2023). Shoppers’ loyalty in online marketplace: The impact of interface quality, application incentives, and security/privacy through flow experience. Journal of Distribution Science, 21(1), 25–35. https://doi.org/10.15722/jds.21.01.202301.25
  3. Ali, F., Suveatwatanakul, C., Nanu, L., Ali, M., and 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.
  4. Almestarihi, R., & Al-Gasawneh, J. A. (2022). The impact of social media marketing on brand equity: A systematic review. [Unpublished manuscript or source not fully specified].
  5. Aziz, S. A., Khan, M., Wasim, U., & Khan, M. F. (2025). Social media impact on business communication strategy: Analysis of internal communication process. The Critical Review of Social Sciences Studies, 3(2), 502–508.
  6. Chaffey, D. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson Education.
  7. Ebrahim, R. (2019). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 18(1), 1–20.
  8. Ghorbani, M., Karampela, M., & Tonner, A. (2023). Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda. Journal of Business Research, 161, 113860. https://doi.org/10.1016/j.jbusres.2023.113860
  9. Ha, C. L. (1998). The Theory of Reasoned Action Applied to Brand Loyalty. Journal of Product and Brand Management, 7(1), 51–61.
  10. Hafez, M. (2021). Impact of social media marketing on brand trust and brand loyalty: An empirical study. International Journal of Marketing Research, 63(1), 93–108. https://doi.org/10.1177/1470785320977593
  11. Haudia, W., Handayani, W., Musnaini, M., Suyoto, Y. T., & Prasetio, T. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(1), 1–15. https://doi.org/10.5267/j.ijdns.2022.1.015
  12. Ivanka, C. N., Ardhanari, M., & Kristyanto, V. S. (2023). Pengaruh social media marketing terhadap purchase intention dengan brand equity, brand engagement, dan customer bonding sebagai mediator pada media sosial Instagram SOMETHINC. Jurnal Bisnis dan Manajemen, 20(1), 45–58.
  13. Kothari, H., Choudhary, A., Jain, A., Singh, S., Prasad, K. D. V., & Vani, U. K. (2025). Impact of social media advertising on consumer behavior: Role of credibility, perceived authenticity, and sustainability. Frontiers in Communication. https://doi.org/10.3389/fcomm.2025.1595796Frontiers
  14. Kumar, A., Rayne, D., Salo, J., & Yiu, C. S. (2025). Battle of influence: Analysing the impact of brand-directed and influencer-directed social media marketing on customer engagement and purchase behaviour. Australasian Marketing Journal, 33(1), 45–60. https://doi.org/10.1016/j.ausmj.2024.10.005
  15. Kumar, B. R., Madhuri, A., Shireesha, M., & Reddy, S. M. (2024). Exploring the impact of social media influencers on consumer behavior and brand loyalty in the digital age. Community Practitioner, 21(6), 2656–2676. https://doi.org/10.5281/zenodo.12592520
  16. Linh, N. T. M., Hang, N. T., Binh, L. Q., Chien, N. T. M., & Khoa, B. T. (2023). The impact of social media marketing on brand loyalty in the fashion industry: The mediator role of brand love. International Journal of Fashion Marketing and Management, 27(2), 211–229. https://doi.org/10.1108/IJFMM-01-2023-0012
  17. Lita, R. P., and Meuthia. (2023). Mediating role of consumer trust in local food restaurants on the relationship between social media marketing and consumer purchase intention in Indonesia. Jurnal Manajemen dan Pemasaran Jasa, 16(1), 13–28. https://doi.org/10.25105/jmpj.v16i1.15513
  18. Minerals Council of Australia. (2022). The Digital Mine: A review of Australia's mining innovation ecosystem. Retrieved from https://minerals.org.au/wp-content/uploads/2022/12/The-Digital-Mine_2022.pdf
  19. Pinto, P. A., and Paramita, E. L. (2021). Social media influencer and brand loyalty on Generation Z: The mediating effect of purchase intention. Diponegoro International Journal of Business, 4(2), 105–115. https://doi.org/10.14710/dijb.4.2.2021.105-115
  20. Pratama, M. A., Siregar, R. P. S., & Sihombing, S. O. (2023). The effect of consumer-based brand equity and satisfaction on loyalty: An empirical study. Journal of Consumer-Based Brand Equity, 2(1), 55–67.
  21. Qazi, M. A., Qazi, A., Hussain, I., and Ahmed, S. (2019). Impact of Social Media Marketing on Brand Loyalty: The Mediating Role of Brand Consciousness. Journal of Managerial Sciences, 13(2), 1–20.
  22. Ramadhan, M. A., & Rusmaningsih, P. N. (2023). Brand loyalty: Pengaruh self-brand connection melalui brand experience Burberry di Indonesia. Jurnal Ilmu Manajemen dan Pemasaran, 15(2), 123–137.
  23. Ramadhani, R., & Ruswanti, E. (2022). The influence of brand communication, brand image, and brand trust on brand loyalty at universities in Jakarta. International Journal of Business and Society, 23(3), 295–308.
  24. Richter, A., & Koch, M. (2007). Social software—Status quo und Zukunft. Technischer Bericht, Fakultät für Informatik, Universität der Bundeswehr München.
  25. Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014
  26. Sohail, M. S., Hasan, M., and Sohail, A. F. (2020). The Impact of Social Media Marketing on Brand Trust and Brand Loyalty: An Arab Perspective. International Journal of Online Marketing, 10(1), 1–18.
  27. Sugiyono. (2020). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.