The Influence of Implementing Digital Marketing and Experiential Marketing on Brand Loyalty Mediated by Brand Trust
Israk Fabian Hasan
Department of Magister Management, Faculty of Business and Economics, University of Islam Indonesia, Yogyakarta, Indonesia.
Budi Astuti
Department of Magister Management, Faculty of Business and Economics, University of Islam Indonesia, Yogyakarta, Indonesia.
Anas Hidayat *
Department of Magister Management, Faculty of Business and Economics, University of Islam Indonesia, Yogyakarta, Indonesia.
*Author to whom correspondence should be addressed.
Abstract
This research aims to examine the effect of implementing digital marketing and experiential marketing on brand loyalty through brand trust in coffee shops in the city of Yogyakarta, Indonesia. In this research, the population used was coffee shop customers in the city of Yogyakarta, Indonesia. The number of samples taken was 266 respondents. This research data was obtained using an online survey questionnaire via Google Form with a measurement scale using a 5-point Likert scale. This research is descriptive research using quantitative methods. The analytical tool used is Structural Equation Modeling (SEM), with data analysis techniques using the AMOS application version 23.0 and Sobel Test. The results of the analysis show that the influence of digital marketing implementation has a significant effect on brand loyalty, brand trust has a significant effect on brand loyalty and experiential marketing has no significant effect on brand trust and brand loyalty and digital marketing have no significant effect on brand trust. The results of this research can help the coffee shop industry, especially in the Indonesian context, in understanding consumer behavior and the factors that contribute to customer trust in a brand.
Keywords: Digital marketing, experiental marketing, brand trust, brand loyalty