The Influence of Social Media Marketing Activities through Commitment, Trust, and Satisfaction on Customer Loyalty

Authors

  • Mohammad Farrel Uthman Sekolah Tinggi Ilmu Ekonomi (STIE) Trisakti Jakarta
  • Andhalia Liza Marie Sekolah Tinggi Ilmu Ekonomi (STIE) Trisakti Jakarta

DOI:

https://doi.org/10.26905/jmdk.v13i1.15521

Keywords:

social media marketing activities, commitment, trust, satisfaction, loyalty

Abstract

In today’s digital era, social media has become a powerful platform for businesses to engage with their customers and build long-term relationships. Understanding how social media marketing activities influence user behavior is crucial for e-commerce platforms to maintain customer loyalty. The purpose of this study is to examine the influence of social media marketing activities on Tokopedia user loyalty through commitment, trust, and satisfaction, using both primary and secondary data collected through questionnaires with a 5-point Likert scale. The sampling method employed is non-probability sampling with a purposive sampling technique. The data were analyzed using the SmartPLS software, which is part of the Structural Equation Model (SEM), with a total of 257 respondents. The results of the study indicate that: (1) Social media marketing activities have a significant effect on commitment, trust, satisfaction, and customer loyalty; (2) Social media marketing activities have a significant effect on customer loyalty; and (3) Social media marketing activities have a significant effect on customer loyalty through commitment, trust, and satisfaction.

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Published

2025-05-27

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Vol. 13 No. 1 (2025): June (2025)

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