Proceedings of the 3rd Economics and Business International Conference, EBIC 2022, 22 September 2022, Medan, North Sumatera, Indonesia

Research Article

Brand Trust In Social Media Marketing: The Role Of Brand Engagement

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  • @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
Beby Karina Fawzeea Sembiring1,*, Beby Kendida Hasibuan1, Sugiharto Sugiharto1, Linda Trimurni Maas1
  • 1: Universitas Sumatera Utara
*Contact email: beby@usu.ac.id

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.