Customer Engagement in Building Brand Loyalty with Consumer Trust as a Mediator

Abstract

Abstract. The business and marketing world has been greatly influenced by digital transformation, which has opened up many opportunities to increase customer engagement. This includes active interaction between customers and brands through social media, mobile applications, and websites. With the advent of digital platforms, businesses can now interact with their audiences in real time, offering personalized experiences that match individual preferences and behaviors. Based on the results of research on Customer Engagement in Building Brand Loyalty through Consumer Trust as a Mediator, it can be concluded that consumer engagement plays an important role in increasing brand loyalty. Consumers who interact more often with a brand tend to have an emotional bond that ultimately impacts their loyalty to the brand. In addition, consumer trust in a brand also acts as an intermediary factor that strengthens the relationship between customer engagement and brand loyalty. Consumers who feel confident in the quality, transparency, and commitment of a brand are more likely to remain loyal and recommend the brand to others. This study uses a quantitative approach with a survey method to test the relationship between research variables based on empirical data that is processed statistically. Quantitative research aims to explain phenomena by collecting numerical data which is then analyzed using statistical methods to obtain objective conclusions. In this context, a quantitative approach is used to identify and measure the causal relationship between independent and dependent variables. Quantitative research is a research method based on the philosophy of positivism. The philosophy of positivism emphasizes objective measurement of reality through data that can be observed, measured, and analyzed systematically.