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.References
Annisa, R., & Auliya, N. (2020). Efektivitas Instagram sebagai media promosi hotel: Studi pada Hotel Indonesia Group. Jurnal Komunikasi Bisnis, 7(1), 45–56.
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Armutcu, B., Tan, A., Amponsah, M., Parida, S., & Ramkissoon, H. (2023). Tourist behaviour: The role of digital marketing and social media. Acta Psychologica, 240, Article 104025. https://doi.org/10.1016/j.actpsy.2023.104025
Ashraf, M. F., Akhtar, N., & Saeed, M. (2021). Determinants of repurchase intention in the retail sector: The mediating role of customer satisfaction. Journal of Retailing and Consumer Services, 62, Article 102615. https://doi.org/10.1016/j.jretconser.2021.102615
Delgado-Ballester, E., & Munuera-Alemán, J. L. (2020). Brand trust in the context of consumer loyalty. European Journal of Marketing, 54(8), 1895–1916. https://doi.org/10.1108/EJM-07-2019-0592
Foroudi, P., Jin, Z., Gupta, S., Melewar, T. C., & Foroudi, M. M. (2019). Influence of innovation capability and customer experience on reputation and loyalty. Journal of Business Research, 69(11), 4882–4889. https://doi.org/10.1016/j.jbusres.2016.04.047
Foroudi, P., Nazarian, A., Ziyadin, S., Kitchen, P., Hafeez, K., Priporas, C., & Pantano, E. (2020). Co-creating brand image and reputation through stakeholder’s social network. Journal of Business Research, 114, 42–59. https://doi.org/10.1016/j.jbusres.2020.03.035
France, S. L., Davcik, N. S., & Kazandjian, B. J. (2025). Digital brand equity: The concept, antecedents, measurement, and future development. Journal of Business Research, 192, Article 115273. https://doi.org/10.1016/j.jbusres.2025.115273
Galang, A., Putra, R., & Sari, D. (2020). Pengaruh social media marketing terhadap keputusan pembelian pelanggan Simpati. Jurnal Ekonomi dan Bisnis, 12(1), 56–67.
Ghozali, I. (2018). Aplikasi analisis multivariat dengan program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Hair, J. F., Jr., Page, M., Brunsveld, N., Merkle, A., & Cleton, N. (2023). Essentials of business research methods (5th ed.). Routledge.
Hair, J., & Alamer, A. (2022). Partial least squares structural equation modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), Article 100027. https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Jr., Page, M., & Brunsveld, N. (2019). Essentials of business research methods (4th ed.). Routledge. https://doi.org/10.4324/9780429203374
Hair, J. F., Sarstedt, M., Ringle, C. M., Sharma, P. N., & Liengaard, B. D. (2024). Going beyond the untold facts in PLS-SEM and moving forward. European Journal of Marketing, 58(13), 81–106. https://doi.org/10.1108/EJM-08-2023-0645
Hwang, J., & Lee, J. (2021). The impact of brand image on brand trust and customer loyalty in the hospitality industry. International Journal of Hospitality Management, 95, Article 102914. https://doi.org/10.1016/j.ijhm.2021.102914
Ibrahim, B., Aljarah, A., & Sawaftah, D. (2022). Social media marketing and brand trust: A study in the digital era. International Journal of Information Management, 62, Article 102442. https://doi.org/10.1016/j.ijinfomgt.2021.102442
Keller, K. L. (2021). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson Education.
Kim, J., Lee, J., & Han, H. (2020). Determinants of repurchase intention in the hospitality industry: The role of service quality and trust. International Journal of Hospitality Management, 89, Article 102554. https://doi.org/10.1016/j.ijhm.2020.102554
Kline, R. B. (2023). Principles and practice of structural equation modeling (5th ed.). Guilford Press.
Konuk, F. A. (2019). The role of brand trust in determining repurchase intention: Evidence from the retailing sector. Journal of Retailing and Consumer Services, 50, 234–242. https://doi.org/10.1016/j.jretconser.2019.05.013
Laoli, M. R., & Farida, N. (2021). Pengaruh brand image terhadap repurchase intention pada konsumen sepatu Bata. Jurnal Ilmu Manajemen, 9(1), 123–134.
Ling, T. S., & Pratomo, A. W. (2020). Pengaruh brand image, persepsi harga dan word of mouth terhadap keputusan pembelian konsumen The Highland Park Resort Hotel Bogor. Jurnal Ilmiah Pariwisata Kesatuan, 1(1). https://doi.org/10.37641/jipkes.v1i1.325
Liu, Y., Zhang, R., & Li, J. (2023). The mediating role of trust in the relationship between service quality and repurchase intention. Tourism Management, 94, Article 104621. https://doi.org/10.1016/j.tourman.2022.104621
Loureiro, S. M. C., Bilro, R. G., & Japutra, A. (2020). The effect of brand trust on repurchase intention in hospitality settings. International Journal of Hospitality Management, 87, Article 102489. https://doi.org/10.1016/j.ijhm.2020.102489
Nikhashemi, S. R., Jebarajakirthy, C., & Nusair, K. (2021). The impact of brand image on brand trust and customer loyalty. Journal of Business Research, 126, 456–467. https://doi.org/10.1016/j.jbusres.2020.12.034
Nurhadi, M., Santoso, S., & Widodo, T. (2024). Peran mediasi brand trust dalam hubungan brand image dan repurchase intention. Jurnal Manajemen Indonesia, 24(1), 56–67.
Pratap, R., Kaurav, S., Gursoy, D., & Chowdhary, N. (2020). An SPSS guide for tourism, hospitality and events researchers. Routledge. https://doi.org/10.4324/9780429281068
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
