Optimizing Brand Loyalty: The Effectiveness of Influencer Marketing and Digital Content Campaigns Mediated By Consumer Trust
This study explores how influencer marketing and digital content campaigns affect brand loyalty, with consumer trust acting as a mediator, within Polewali Mandar Regency. Using a quantitative approach and Structural Equation Modeling (SEM), data were gathered from 100 local consumers who interacted...
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| Format: | Article |
| Language: | English |
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Universitas Teknologi Akba Makassar, Lembaga Penelitian dan Pengabdian Masyarakat
2024-06-01
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| Series: | Inspiration |
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| Online Access: | https://ojs.unitama.ac.id/index.php/inspiration/article/view/80 |
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| _version_ | 1832583817500557312 |
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| author | Muhammad Aldi Whisnu Adisaputra |
| author_facet | Muhammad Aldi Whisnu Adisaputra |
| author_sort | Muhammad Aldi |
| collection | DOAJ |
| description | This study explores how influencer marketing and digital content campaigns affect brand loyalty, with consumer trust acting as a mediator, within Polewali Mandar Regency. Using a quantitative approach and Structural Equation Modeling (SEM), data were gathered from 100 local consumers who interacted with these marketing tactics. The findings indicate that influencer marketing and digital content campaigns significantly boost consumer trust, which in turn, greatly impacts brand loyalty. The model accounts for 52% of the variance in consumer trust and 62% in brand loyalty, underscoring the success of these digital strategies. Direct effects show strong connections between influencer marketing, digital content campaigns, consumer trust, and brand loyalty, while indirect effects highlight the essential role of consumer trust as a mediator. These results support existing research that emphasizes the importance of trust in building lasting consumer relationships. The study suggests that businesses should focus on trust-building in their digital marketing strategies to enhance brand loyalty. By creating engaging and credible content, businesses can foster consumer trust, leading to higher customer retention and long-term business success. This research offers valuable insights for local businesses in Polewali Mandar Regency to optimize their digital marketing efforts, ensuring lasting customer engagement and loyalty. |
| format | Article |
| id | doaj-art-d81fa7566e1e4fbbaf2d54fa55734d9a |
| institution | Kabale University |
| issn | 2088-6705 2621-5608 |
| language | English |
| publishDate | 2024-06-01 |
| publisher | Universitas Teknologi Akba Makassar, Lembaga Penelitian dan Pengabdian Masyarakat |
| record_format | Article |
| series | Inspiration |
| spelling | doaj-art-d81fa7566e1e4fbbaf2d54fa55734d9a2025-01-28T05:47:58ZengUniversitas Teknologi Akba Makassar, Lembaga Penelitian dan Pengabdian MasyarakatInspiration2088-67052621-56082024-06-01141637310.35585/inspir.v14i1.8080Optimizing Brand Loyalty: The Effectiveness of Influencer Marketing and Digital Content Campaigns Mediated By Consumer TrustMuhammad Aldi0Whisnu Adisaputra1Institute of Technology and Business of Muhammadiyah Polewali MandarInstitute of Technology and Business of Muhammadiyah Polewali MandarThis study explores how influencer marketing and digital content campaigns affect brand loyalty, with consumer trust acting as a mediator, within Polewali Mandar Regency. Using a quantitative approach and Structural Equation Modeling (SEM), data were gathered from 100 local consumers who interacted with these marketing tactics. The findings indicate that influencer marketing and digital content campaigns significantly boost consumer trust, which in turn, greatly impacts brand loyalty. The model accounts for 52% of the variance in consumer trust and 62% in brand loyalty, underscoring the success of these digital strategies. Direct effects show strong connections between influencer marketing, digital content campaigns, consumer trust, and brand loyalty, while indirect effects highlight the essential role of consumer trust as a mediator. These results support existing research that emphasizes the importance of trust in building lasting consumer relationships. The study suggests that businesses should focus on trust-building in their digital marketing strategies to enhance brand loyalty. By creating engaging and credible content, businesses can foster consumer trust, leading to higher customer retention and long-term business success. This research offers valuable insights for local businesses in Polewali Mandar Regency to optimize their digital marketing efforts, ensuring lasting customer engagement and loyalty.https://ojs.unitama.ac.id/index.php/inspiration/article/view/80influencer marketingdigital content campaignsbrand loyaltyconsumer trustdigital marketing strategies |
| spellingShingle | Muhammad Aldi Whisnu Adisaputra Optimizing Brand Loyalty: The Effectiveness of Influencer Marketing and Digital Content Campaigns Mediated By Consumer Trust Inspiration influencer marketing digital content campaigns brand loyalty consumer trust digital marketing strategies |
| title | Optimizing Brand Loyalty: The Effectiveness of Influencer Marketing and Digital Content Campaigns Mediated By Consumer Trust |
| title_full | Optimizing Brand Loyalty: The Effectiveness of Influencer Marketing and Digital Content Campaigns Mediated By Consumer Trust |
| title_fullStr | Optimizing Brand Loyalty: The Effectiveness of Influencer Marketing and Digital Content Campaigns Mediated By Consumer Trust |
| title_full_unstemmed | Optimizing Brand Loyalty: The Effectiveness of Influencer Marketing and Digital Content Campaigns Mediated By Consumer Trust |
| title_short | Optimizing Brand Loyalty: The Effectiveness of Influencer Marketing and Digital Content Campaigns Mediated By Consumer Trust |
| title_sort | optimizing brand loyalty the effectiveness of influencer marketing and digital content campaigns mediated by consumer trust |
| topic | influencer marketing digital content campaigns brand loyalty consumer trust digital marketing strategies |
| url | https://ojs.unitama.ac.id/index.php/inspiration/article/view/80 |
| work_keys_str_mv | AT muhammadaldi optimizingbrandloyaltytheeffectivenessofinfluencermarketinganddigitalcontentcampaignsmediatedbyconsumertrust AT whisnuadisaputra optimizingbrandloyaltytheeffectivenessofinfluencermarketinganddigitalcontentcampaignsmediatedbyconsumertrust |