PENGARUH SOCIAL MEDIA MARKETING, KEPERCAYAAN MEREK, DAN CITRA MEREK TERHADAP LOYALITAS MEREK PADA KONSUMEN PSTORE BATAM

Abstract

This study aim to analyze the effect of Social Media Marketing, Brand Trust, and Brand Image on Brand Loyalty among PStore Batam consumers. Brand loyalty is an important issue for gadget retail companies amid intense competition and changes in consumer behavior in the digital era. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 100 PStore Batam consumers. Data analysis techniques include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination using SPSS version 27. The results show that Social Media Marketing, Brand Trust, and Brand Image partially and simultaneously have a positive and significant effect on Brand Loyalty. These findings indicate that effective social media marketing strategies supported by strong brand trust and brand image can enhance consumer loyalty.