The Influence of Social Media Marketing and Influencer on Brand Trust with Customer Engagement as An Intervening Variable (Study of Wardah Cosmetic Users in Kudus Regency)

Arditha Afriani; Dina Lusianti; Faridhatun Faidah

doi:10.55927/mudima.v6i4.30

Authors

Arditha Afriani Universitas Muria Kudus
Dina Lusianti Universitas Muria Kudus
Faridhatun Faidah Universitas Muria Kudus

DOI:

https://doi.org/10.55927/mudima.v6i4.30

Keywords:

Corporate Social Responsibility, Brand Equity, Electronic Word of Mouth, Customer Loyalty

Abstract

The purpose of this study is to analyze the effect of social media marketing and influencer marketing on brand trust with customer engagement as an intervening variable (a study on Wardah cosmetic users in Kudus Regency). This study employs a quantitative approach using purposive sampling technique. The sample consists of 140 respondents who are users of Wardah lipstick. Data analysis is conducted using Structural Equation Modeling (SEM) with the assistance of AMOS 24. The results show that social media marketing and influencer marketing have a positive and significant effect on customer engagement. However, both variables do not have a significant effect on brand trust. Customer engagement has a positive and significant effect on brand trust. Furthermore, customer engagement fully mediates the effect of social media marketing and influencer marketing on brand trust.

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