Impact of social media marketing activity on brand loyalty

https://doi.org/10.35912/jdbm.v1i2.3353
Published: Aug 22, 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, and brand trust and their influence on brand loyalty.

Method: A quantitative positivist approach was used. Data were gathered through online surveys targeting PT customers in Jakarta. 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 instruments’ accuracy. 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 high. SMMA significantly influences self-brand connection, brand equity, and brand trust. Moreover, brand loyalty is directly and indirectly affected 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: The SMMA plays a vital role in building brand loyalty by enhancing brand-related psychological factors. Integrated social media marketing efforts have proven 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 have affected 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 for emerging markets.

Keywords:
1. Brand Equity
2. Brand Loyalty
3. Brand Trust
4. Self-Brand Connection
5. SMMA
Authors:
1 . Wahyu Yunanto
Telkom University, Bandung, West Java, Indonesia
2 . Maria Apsari Sugiat
Telkom University, Bandung, West Java, Indonesia
3 . Maya Ariyanti
Telkom University, Bandung, West Java, Indonesia
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Yunanto, W., Sugiat, M. A. ., & Ariyanti, M. (2025). Impact of social media marketing activity on brand loyalty. Journal of Digital Business and Marketing, 1(2), 117–129. https://doi.org/10.35912/jdbm.v1i2.3353
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Issue & Section
Vol. 1 No. 2 (2025): August
Articles
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References

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    Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308. doi:https://doi.org/10.1080/15332667.2019.1705742

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    Razali, G., Nikmah, M., Sutaguna, I. N. T., Putri, P. A. N., & Yusuf, M. (2023). The Influence of Viral Marketing and Social Media Marketing on Instagram Adds Purchase Decisions. CEMERLANG: Jurnal Manajemen dan Ekonomi Bisnis, 3(2), 75-86. doi:https://doi.org/10.55606/cemerlang.v3i2.1096

    Richter, A., & Koch, M. (2007). Social software: Status quo und Zukunft: Fak. für Informatik, Univ. der Bundeswehr München Munich.

    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.

    Sohail, M. S., Hasan, M., & Sohail, A. F. (2020). The impact of social media marketing on brand trust and brand loyalty: An Arab perspective. International Journal of Online Marketing (IJOM), 10(1), 15-31. doi:https://doi.org/10.4018/IJOM.2020010102

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    Wang, H., Mokhtar, S. S. b. M., & binti Ahmad, A. (2024). The influence of social media marketing on brand loyalty through brand image, brand awareness and perceived value of sports brand consumers in China. Journal of System and Management Sciences, 14(10), 222-242.

  1. Abdullah, M. H. S., & Faisal, A. (2022). The role of social media marketing activities in increasing brand loyalty. Jurnal Ekonomi, 27(3), 478-499. doi:https://doi.org/10.24912/je.v27i3.1227
  2. Adrianto, F. A., Yuliana, O. Y., & Jaolis, F. (2023). Shoppers’ loyalty in online marketplace: The impact of interface quality, application incentives, and security/privacy through flow experience. Petra Christian University.
  3. Ahmed, Q. M., Qazi, A., Hussain, I., & Ahmed, S. (2019). Impact of Social Media Marketing on Brand Loyalty: The Mediating Role of Brand Consciousness. Journal of Managerial Sciences, 13(2).
  4. Akramova, N. (2025). The importance of corporate culture in enhancing the governance of joint-stock companies. Journal of Multidisciplinary Academic Business Studies, 2(3), 397-406. doi:https://doi.org/10.35912/jomabs.v2i3.3027
  5. 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
  6. Almestarihi, R. d., Al-Gasawneh, J. A., Al-jabali, S., Gharaibeh, M. K., Enaizan, O., & Nusairat, N. M. (2021). The impact of social media marketing on brand equity: A systematic review. Turkish Journal of Computer and Mathematics Education, 12(6), 4073-4088.
  7. Aziz, S. A., Khan, M., Wasim, U., & Khan, E. M. F. (2025). Social Media Impact on Business Communication Strategy: Analysis of Internal Communication Process. The Critical Review of Social Sciences Studies, 3(2), 500-512. doi:https://doi.org/10.59075/nq2tgm27
  8. Barnewold, L., & Lottermoser, B. G. (2020). Identification of digital technologies and digitalisation trends in the mining industry. International journal of mining science and technology, 30(6), 747-757. doi:https://doi.org/10.1016/j.ijmst.2020.07.003
  9. Chipangamate, N., Nwaila, G., Bourdeau, J., & Zhang, S. (2023). Integration of stakeholder engagement practices in pursuit of social licence to operate in a modernising mining industry. Resources Policy, 85, 103851. doi:http://dx.doi.org/10.1016/j.resourpol.2023.103851
  10. Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308. doi:https://doi.org/10.1080/15332667.2019.1705742
  11. Ercis, A., Hos, B., & Deveci, F. G. (2020). Effect of social media marketing activities on brand loyalty: The mediator role of e-brand love and branding co-creation. Journal of Global Strategic Management, 14(1), 69-84. doi:https://doi.org/10.1108/IJFMM-01-2023-0012
  12. Ghorbani, M., Karampela, M., & Tonner, A. (2022). Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda. International Journal of Consumer Studies, 46(5), 1960-1991. doi:https://doi.org/10.1111/ijcs.12791
  13. Haudi, H., 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(3), 961-972.
  14. 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 Ilmiah Mahasiswa Manajemen, 12(1), 68-87. doi:https://doi.org/10.33508/jumma.v12i1.4720
  15. Kothari, H., Choudhary, A., Jain, A., Singh, S., Prasad, K., & Vani, U. (2025). Impact of social media advertising on consumer behavior: role of credibility, perceived authenticity, and sustainability. Frontiers in Communication, 10, 1595796. doi:https://doi.org/10.3389/fcomm.2025.1595796
  16. 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), 87-95. doi:https://doi.org/10.1177/14413582241247391
  17. Kumar, B., Madhuri, D., Manchem, S., & Reddy, S. (2024). Exploring the impact of social media influencers on consumer behavior and brand loyalty in the digital age. Digit Age, 21, 2656-2676. doi:https://doi.org/10.5281/zenodo.12592520
  18. Lita, R. P. (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. doi:https://doi.org/10.25105/jmpj.v16i1.15513
  19. Memon, A., & Joshi, K. (2024). Digital Marketing: A Boon for the Current Business Era. International Journal of Business and Management Practices (IJBMP), 2(1), 137-150. doi:https://doi.org/10.59890/ijbmp.v2i1.1229
  20. Pinto, P. A., & 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. doi:https://doi.org/10.14710/dijb.4.2.2021.105-115
  21. Ramadhani, R., & Ruswanti, E. (2020). The influence of brand communication, brand image, and brand trust on brand loyalty at university in Jakarta. IOSR Journal of Business and Management, 22(11), 14-19.
  22. Razali, G., Nikmah, M., Sutaguna, I. N. T., Putri, P. A. N., & Yusuf, M. (2023). The Influence of Viral Marketing and Social Media Marketing on Instagram Adds Purchase Decisions. CEMERLANG: Jurnal Manajemen dan Ekonomi Bisnis, 3(2), 75-86. doi:https://doi.org/10.55606/cemerlang.v3i2.1096
  23. Richter, A., & Koch, M. (2007). Social software: Status quo und Zukunft: Fak. für Informatik, Univ. der Bundeswehr München Munich.
  24. 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.
  25. Sohail, M. S., Hasan, M., & Sohail, A. F. (2020). The impact of social media marketing on brand trust and brand loyalty: An Arab perspective. International Journal of Online Marketing (IJOM), 10(1), 15-31. doi:https://doi.org/10.4018/IJOM.2020010102
  26. Sugiyono. (2013). Metode Penelitian Kuantitatif dan Kualitatif dan R&D. Bandung: CV Alfabeta.
  27. Wang, H., Mokhtar, S. S. b. M., & binti Ahmad, A. (2024). The influence of social media marketing on brand loyalty through brand image, brand awareness and perceived value of sports brand consumers in China. Journal of System and Management Sciences, 14(10), 222-242.