Fikri, Raihan Lu’ay and , Soepatini , S.E., M.Si., Ph.D (2025) Factors Affecting Brand Trust And Loyalty: The Role Of Sales Promotion, And Social Network Service Content In Mie Gacoan. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study investigates the factors shaping brand trust and loyalty, with a focus on the roles of sales promotions and social network service (SNS) content in the context of Mie Gacoan, a leading Indonesian restaurant franchise. Using a quantitative research approach, data were collected from 134 respondents familiar with the brand and analyzed through structural equation modeling (SEM-PLS). The findings reveal that SNS content significantly strengthens brand trust, which, in turn, positively influences brand loyalty. However, sales promotions do not directly impact either brand trust or loyalty. Moreover, brand trust mediates the relationship between SNS content and brand loyalty, highlighting its critical role in customer retention. These insights underscore the importance of engaging and authentic SNS content in cultivating trust and long-term customer loyalty. The study offers practical recommendations for enhancing marketing strategies and customer relationships in the competitive food service industry.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Brand trust, brand loyalty, sales promotions, social network service content, customer behavior, Mie Gacoan, food service industry |
| Subjects: | H Social Sciences > HD Management, Business and Labor H Social Sciences > HD Management, Business and Labor > Management H Social Sciences > HD Management, Business and Labor > Management > Promosi |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | RAIHAN LU'AY FIKRI |
| Date Deposited: | 22 Feb 2025 07:33 |
| Last Modified: | 22 Feb 2025 07:33 |
| URI: | http://eprints.ums.ac.id/id/eprint/132969 |
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