The Influence of Social Media Marketing Activities and Influencer-Content Fit on Film Customer Satisfaction in Indonesia with Customer Trust as an Intervening Variable (Case Study at PT Ruang Visual in Jakarta)

Budi Irawan

Abstract


The rapid growth of digital marketing has encouraged companies to utilize social media and influencers as marketing communication tools to build relationships with customers. However, the effectiveness of these strategies in enhancing customer satisfaction still requires deeper understanding, particularly regarding the role of customer trust as a mediating variable. This study aims to analyze the effects of social media marketing activities and influencer–content fit on customer trust and customer satisfaction, as well as to examine the mediating role of customer trust in these relationships. This research employs a quantitative approach using a survey method. Data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The variables examined include social media marketing activities, influencer–content fit, customer trust, and customer satisfaction. The findings reveal that both social media marketing activities and influencer–content fit positively influence customer trust. Influencer–content fit and customer trust also significantly affect customer satisfaction, while social media marketing activities do not directly affect satisfaction. Customer trust fully mediates the relationship between social media marketing activities and customer satisfaction and partially mediates the relationship between influencer–content fit and customer satisfaction. These results highlight that customer trust plays a crucial role in improving the effectiveness of digital marketing strategies. Therefore, companies should prioritize trust-building efforts to achieve sustainable customer satisfaction.


Keywords


Customer; Influencer; Marketing; Media; Satisfaction.

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References


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DOI: https://dx.doi.org/10.30659/jrbi.v23i2.52846

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