The Mediating Role of Brand Trust in the Relationship Between Brand Image and Social Media Marketing with Repurchase Intention
Abstract
This study investigates the role of brand trust as a mediator in the relationship between brand image, social media marketing, and repurchase intention among customers of Hotel Maxone Loji Kridanggo Boyolali. The research aims to analyze how brand image and social media marketing influence brand trust and repurchase intention within the context of the hospitality industry in Boyolali, Central Java. A quantitative research design using an explanatory approach was employed, with data collected from 100 respondents who stayed at the hotel between January and May 2024, selected through purposive sampling. A structured questionnaire with a five-point Likert scale was utilized to measure the variables, which were analyzed using path analysis and the Sobel test to evaluate the mediating effects. The results indicate that both brand image (β=0.606,p<0.05) and social media marketing (β=0.309,p<0.05) have a positive and significant impact on brand trust, which in turn affects repurchase intention (β=0.569,p<0.05). Brand trust significantly mediates the relationship between brand image (β=0.344,p<0.05) and social media marketing (β=0.175,p<0.05) with repurchase intention. These findings underscore the importance of building a strong brand image and credible social media marketing strategies to strengthen brand trust and enhance customer loyalty in the hotel industry. This research provides insights for mid-tier hotel management to optimize digital marketing strategies to increase repeat visits.
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