The Influence of Social Media

Marketing, Customer Engagement

and Digital Advertising on Brand
Trust
(GO-JEK User as Research
Objects)
Agung Prayitno, Ade Putriani, Andi Wibowo &
Vicky F, Sanjaya
IJCBM
Innovation and Vol. 1 No. 2 (2021):
Creativity 38-43
Kelompok 12
Alferd Donald Pasalbessy

Michael Wisnu Wardana

Hari Yunan Prihatinto

Wawan Darmawan

Wiwit Sukendri
 01
Introduction
 Introduction

High Mobility Innovation Promotion

Research Gap

Brand Trust
 Main Purpose

Brand Image

Social Media Customer Brand Trust

Marketing Engagement
 02
Literatur review
Social Media ● Social Media Marketing (SMM) playing a
fairly large role in influencing consumer
Marketing perceptions of brands (Kotler et al., 2018)

● social media marketing has a significant

influence on customer engagement, loyalty
and brand trust (Utami et al, 2020)

● Allow social media marketing, interaction

occur which can produce positive
engagement between consumers and brands
(Chaffey, 2016)

● social media marketing has a significant

effect on customer engagement (Muchardie,
Yudiana, and Gunawan 2016)
 ● Consumer Engagement can be defined as the

Customer level of physical, cognitive, and emotional

presence of customers in their relationship
Engagement with a service or organization (Arora et al.,
2020)

● Customer Engagement can be formed

through 7 stages: Connection, Interaction,
Satisfaction, Retention, Commitment,
Advocacy, & Engagement (Sashi, 2012)

● Customer engagement has a positive

effect on brand trust, but has no effect on
brand loyalty on cellular Tele. (Rahmawati &
Aji, 2015)

● Customer engagement is having a significant

impact on brand trust (Mahandy &
Sanawiry, 2018)
Digital ● Trust in a brand can be grown from a
Advertising reciprocal relationship in engagement
interactions. Customer engagement through
social media is a company’s effort to keep in
touch with its customers through social
media facilities (Mahayani, et al, 2019)

● online advertising has a positive effect on

consumers because it displays animations
and attractive appearance
(Sutedjo, 2011)

● Online advertising has a positive and

significant relationship to brand image
(Ekonomi dan Padang 2019).
Brand Trust
● brand trust is an added value given by a
brand to a product that is reflected in
consumer behaviour, such as the way
consumer feel & think about a particular
brand ( Kotler & Keller, 2016)

● Brand trust is based on the perception that

the company represented by the brand is
reliable and responsible for the interest and
welfare of the user (Delgado, 2003)
 Hypothesize

Social Media Marketing has a significant positive

H1 effect on Customer Engagement

Customer Engagement has a significant positive

H2 effect on Brand Trust

Digital Advertising has a significant positive effect on

H3 Brand Trustworthiness
 03
Research
Method
 Research Model Research Method
Quantitative Research Surveys Method with Online
Questionnaire

Population &
Sampling Data Analysis
Population: This Research uses SEM with
People who used & had used smart PLS to process and
Gojek’s online transportation analyze research data
service
Sampel:
55 Respondents
rch
Resea
d
Metho
 04
Findings
Validity Test
3 Fail 3 Fail 1 Fail 4 Fail

(Loading Factor >

0.60)
Reliability Test

(C’s Alpha > 0.6)

or
(Co Rel > 0.6)
Statistic Test
Brand Trust

t hitung > t table p Value < 0,05

(1,985)
 05
Conclusion
Social Media Marketing Have a
Positive and Significant effect
on Brand Trust

Customer Engagement Have a

Positive and Significant effect
on Brand Trust

Digital Advertising does not

have positif and Significant
effect on Brand Trust
 06
Discussion
1. Bias Sampling

2. Relevant or Not Relevant indicator??

3. Number of Samples
 07
Future Research
Research Objek on tiktok

Social Purchase
Media Brand Trust Intention
Marketing
Customer Social
Media
Marketing

Brand
Trust
Mitra
Customer
Bussiness Engagement
THANK YOU 