When Social Media Marketing Drives Loyalty: the Moderating Role of Platform Usage Intensity on Brand Trust and Brand Equity in Traveloka
DOI:
https://doi.org/10.55606/jupiman.v5i3.6659Keywords:
Brand Equity, Brand Loyalty, Brand Trust, Platform Usage Intensity, Social Media MarketingAbstract
This study examines the effects of social media marketing activities on brand trust, brand equity, and brand loyalty among Traveloka users, and tests whether platform usage intensity strengthens the relationships between social media marketing and brand trust and brand equity. A quantitative causal design was applied through an online survey using purposive sampling. Eligible respondents followed Traveloka’s official social media, had used the appication within the previous 12 months, completed at least three travel-related transactions during that period, and regarded Traveloka as their primary travel platform. A total of 401 valid responses were analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS 4 and a disjoint two-stage approach for the reflective-reflective higher-order construct. The results show that social media marketing positively and significantly affects brand trust, brand equity, and brand loyalty. Brand trust positively affects brand equity and brand loyalty, while brand equity also improves brand loyalty. Platform usage intensity significantly strengthens the effects of social media marketing on brand trust and brand equity. The findings extend the social media branding literature by identifying platform usage intensity as an important boundary condition and imply that Traveloka should combine high-quality social media content with sustained platform engagement to reinforce trust, brand value, and loyalty.
Downloads
References
Ahmed, S., Al Asheq, A., Ahmed, E., Chowdhury, U. Y., Sufi, T., & Mostofa, M. G. (2023). The intricate relationships of consumers' loyalty and their perceptions of service quality, price and satisfaction in restaurant service. The TQM Journal, 35(2), 519–539. https://doi.org/10.1108/TQM-06-2021-0158
Bondarenko, V. M. (2024). The present and future of technological development and the construction of the information society. Journal of Globalization Studies, 15(2), 53–64. https://doi.org/10.30884/jogs/2024.02.03
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. https://doi.org/10.1080/15332667.2019.1705742
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage. https://doi.org/10.1007/978-3-030-80519-7
Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., Pitaloka, E., Wijoyo, H., Yonata, H., Koho, I., & Cahyono, Y. (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. https://doi.org/10.5267/j.ijdns.2022.1.015
Ibrahim, B., Aljarah, A., & Ababneh, B. (2020). Do social media marketing activities enhance consumer perception of brands? A meta-analytic examination. Journal of Promotion Management, 26(4), 544–568. https://doi.org/10.1080/10496491.2020.1719956
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 227–261. https://doi.org/10.1111/isj.12131
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51–70. https://doi.org/10.1007/s11747-020-00733-3
Pajorska, Z. (2022). Digital transformation in the travel and tourism industry. Stratoflow.
Puspaningrum, A. (2020). Social media marketing and brand loyalty: The role of brand trust. Journal of Asian Finance, Economics and Business, 7(12), 951–958. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951
Safeer, A. A., He, Y., & Abrar, M. (2024). Social media marketing activities and online repurchase intention: An application of the stimulus-organism-response framework. Journal of Retailing and Consumer Services, 77, 103652. https://doi.org/10.1016/j.jretconser.2023.103652
Saunders, M., Lewis, P., & Thornhill, A. (2023). Research methods for business students (9th ed.). Pearson.
Sekaran, U., & Bougie, R. (2020). Research methods for business: A skill-building approach (8th ed.). Wiley.
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
Sohaib, M., Hui, P., Akram, U., Majeed, A., & Tariq, A. (2022). Understanding online repurchase intention through social media marketing activities and relationship quality. Information Development, 38(4), 620–634. https://doi.org/10.1177/02666669211022026
Tafesse, W., & Wood, B. P. (2021). How does consumer engagement evolve when brands post across multiple social media? Journal of the Academy of Marketing Science, 49, 864–881. https://doi.org/10.1007/s11747-021-00785-z
Vidyanata, D. (2022). Brand trust as a mediator between social media marketing activities and purchase decisions: Evidence from healthcare consumers. Innovative Marketing, 18(3), 130–142. https://doi.org/10.21511/im.18(3).2022.12
Wantini, E., & Yudiana, R. (2021). The impact of social media marketing on brand loyalty: Evidence from Indonesian consumers. Jurnal Manajemen dan Pemasaran Jasa, 14(2), 245–260.
Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers' benefits and experience. Journal of Business Research, 117, 256–267. https://doi.org/10.1016/j.jbusres.2020.05.001
Zubair, A., Baharun, R., & Kiran, F. (2022). Role of traditional and social media in developing consumer-based brand equity. Journal of Public Affairs, 22(S1), e2469. https://doi.org/10.1002/pa.2469
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Juniarty Juniarty, Rosni Rosni
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
