Pengaruh Engagement di Sosial Media, Kepercayaan Merek, dan Kepuasan Pelanggan Terhadap Loyalitas Merek Nescafé

Salsabila Tiara Maharani; Cristiawan Hendratmoko

doi:10.55606/jumia.v4i3.4399

Authors

Salsabila Tiara Maharani Sekolah Tinggi Ilmu Ekonomi Surakarta
Cristiawan Hendratmoko Sekolah Tinggi Ilmu Ekonomi Surakarta

DOI:

https://doi.org/10.55606/jumia.v4i3.4399

Keywords:

Brand Loyalty, Brand Trust, Customer Satisfaction, Instant Coffee, Social Media

Abstract

This study aims to examine the effect of Social Media Brand Engagement, Brand Trust, and Customer Satisfaction on Nescafé Brand Loyalty. A quantitative approach was employed using a explanatory research. Data were collected through questionnaires distributed to Nescafé consumers and analyzed using multiple linear regression with SPSS. The results indicate that Social Media Brand Engagement has a positive and significant effect on Nescafé Brand Loyalty, with a significance value of 0.001 (< 0.05). Customer Satisfaction also has a positive and significant effect on Nescafé Brand Loyalty, with a significance value of 0.001 (< 0.05). In contrast, Brand Trust does not have a significant effect on Nescafé Brand Loyalty, as indicated by a significance value of 0.506 (> 0.05). The coefficient of determination (R²) shows that Social Media Brand Engagement, Brand Trust, and Customer Satisfaction explain 61.2% of the variation in Nescafé Brand Loyalty, while the remaining 38.8% is influenced by other factors not included in this study. The findings suggest that consumer engagement on social media and customer satisfaction play important roles in strengthening brand loyalty toward Nescafé. Therefore, companies should focus on improving social media engagement strategies and maintaining customer satisfaction to enhance consumer loyalty.

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