Research Article
Brand Trust In Social Media Marketing: The Role Of Brand Engagement
@INPROCEEDINGS{10.4108/eai.22-9-2022.2337418, author={Beby Karina Fawzeea Sembiring and Beby Kendida Hasibuan and Sugiharto Sugiharto and Linda Trimurni Maas}, title={Brand Trust In Social Media Marketing: The Role Of Brand Engagement}, proceedings={Proceedings of the 3rd Economics and Business International Conference, EBIC 2022, 22 September 2022, Medan, North Sumatera, Indonesia}, publisher={EAI}, proceedings_a={EBIC}, year={2024}, month={4}, keywords={social media social media marketing brand brand engagement brand trust}, doi={10.4108/eai.22-9-2022.2337418} }- Beby Karina Fawzeea Sembiring
Beby Kendida Hasibuan
Sugiharto Sugiharto
Linda Trimurni Maas
Year: 2024
Brand Trust In Social Media Marketing: The Role Of Brand Engagement
EBIC
EAI
DOI: 10.4108/eai.22-9-2022.2337418
Abstract
The rapid development of technology has an impact that can be seen in changes in the lifestyle of people. Some MSMEs utilize the development of this technology by marketing their products through social media. For this reason, MSMEs must also be able to adjust marketing channels through social media so that users can easily access their customers is a very important marketing concept and the emergence of social media further strengthens the importance of this concept. brand engagement has been recognized as an important determinant of brand trust. However, the psychological mechanism of customer engagement rarely gets full studies, especially in the field of social media. This research targets all Medan City MSME actors who use social media as a means of marketing. The sample in this study was done by snowball sampling. To test the validity and compatibility of the model, use confirmation factor analysis (CFA). The data will be analyzed to whether it has outlier potential, missing value, and multicollinearity. Data analysis techniques use multiple linear analysis methods. The results of this study Social Media Marketing have a positive and significant effect on brand trust and brand engagement has a positive and significant effect on brand trust.