Peran Brand Image Memediasi Pengaruh Social Media Marketing dan Experiential Marketing terhadap Brand Loyalty (Studi pada Pelanggan Mie Gacoan di Kabupaten Tangerang)

Dede Osamah Perkasa Putra; Febri Sari Siahaan; Ahmad Rasyiddin

doi:10.69693/ijmst.v4i3.14422

Authors

Dede Osamah Perkasa Putra Universitas Tangerang Raya
Febri Sari Siahaan Universitas Tangerang Raya
Ahmad Rasyiddin Universitas Tangerang Raya

DOI:

https://doi.org/10.69693/ijmst.v4i3.14422

Keywords:

Social Media Marketing, Experiential Marketing, Brand Image, Brand Loyalty

Abstract

Persaingan yang semakin ketat pada sektor kuliner cepat saji mendorong pentingnya pemahaman yang lebih mendalam mengenai mekanisme pembentukan loyalitas pelanggan. Penelitian ini bertujuan menguji pengaruh Social Media Marketing dan Experiential Marketing terhadap Brand Loyalty, dengan Brand Image sebagai variabel intervening, pada pelanggan Mie Gacoan di Kabupaten Tangerang. Sebanyak 150 responden dilibatkan melalui teknik purposive sampling dan dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) berbantuan SmartPLS 4. Evaluasi outer model menunjukkan bahwa seluruh indikator memenuhi syarat convergent validity, reliabilitas konstruk, dan discriminant validity, sementara inner model menghasilkan nilai SRMR sebesar 0,072 yang mengindikasikan kesesuaian model yang baik. Temuan menunjukkan bahwa Social Media Marketing (β = 0,344) dan Experiential Marketing (β = 0,415) berpengaruh positif dan signifikan terhadap Brand Image, yang selanjutnya berpengaruh positif dan signifikan terhadap Brand Loyalty (β = 0,558). Experiential Marketing juga terbukti berpengaruh langsung terhadap Brand Loyalty (β = 0,286), sedangkan pengaruh langsung Social Media Marketing tidak signifikan. Brand Image berperan sebagai mediator penuh pada hubungan Social Media Marketing (β = 0,192) maupun Experiential Marketing (β = 0,231) terhadap Brand Loyalty. Temuan ini menegaskan bahwa penguatan Brand Image merupakan jalur paling menentukan bagi terbentuknya loyalitas pelanggan yang berkelanjutan di industri kuliner cepat saji yang kompetitif.

References

[1] G. Damaschi, A. Aboueldahab, and M. D’Addario, “Decomposing brand loyalty: an examination of loyalty subcomponents, product price range, consumer personality, and willingness to pay,” Behavioral Sciences, vol. 15, no. 2, Art. no. 189, 2025.

[2] T. L. Tuten, Social media marketing. SAGE Publications Ltd, 2023.

[3] Y. K. Dwivedi et al., “Setting the future of digital and social media marketing research: Perspectives and research propositions,” International Journal of Information Management, vol. 59, p. 102168, 2021.

[4] R. A. Rather, “Customer experience and engagement in tourism destinations: The experiential marketing perspective,” Journal of Travel & Tourism Marketing, vol. 37, no. 1, pp. 15–32, 2020.

[5] F. S. Siahaan, C. Rismanto, L. Purnawan, D. Restika, and A. Syamsul, “Influencing Buying Decisions Through Guerilla And Experiential Marketing: Mediating And Moderating Effects,” Jurnal Manajemen dan Bisnis, vol. 4, no. 1, pp. 298–319, 2025.

[6] K. L. Keller, Building, Measuring, and Managing Brand Equity. 2013.

[7] F. M. Tenorio Alanya, N. Jaimes, O. Hernan, W. Sebastian Flores-Sotelo, and J. Tang, “The evolution of social media marketing and its impact on the circular economy: business decisions in digital culture,” Lex Localis: Journal of Local Self-Government, vol. 23, 2025.

[8] Tech in Asia Indonesia, “10 merek F&B dengan penjualan terbesar di Indonesia,” 2025. [Online]. Available: https://id.techinasia.com/merek-fb-penjualan-terbesar-indonesia. Accessed: .

[9] N. A. Christakis and J. H. Fowler, Connected: The surprising power of our social networks and how they shape our lives. Hachette UK, 2009.

[10] P. Singh, “Beyond the basics: Exploring the impact of social media marketing enablers on business success,” Heliyon, vol. 10, 2024. [Online]. Available: https://www.cell.com/heliyon/fulltext/S2405-8440(24)02466-6

[11] R. A. Kakar, S. Shahzad, and L. Khoso, “The impact of social media marketing dimensions: interaction, entertainment, customization, trendiness, and word of mouth on purchase intention with the mediating role of brand image and brand trust for smartphone users in Quetta city,” International Journal of Contemporary Issues in Social Sciences, vol. 2, no. 4, pp. 1249–1261, 2023.

[12] H. Haudi, W. Handayani, M. Musnaini, Y. T. Suyoto, and T. Prasetio, “The effect of social media marketing on brand trust, brand equity and brand loyalty,” International Journal of Data and Network Science, vol. 6, no. 3, pp. 961–972, 2022.

[13] Z. Wasik, N. S. Primasari, and D. Setiawan, “Social Media Marketing Activities' Impact On Brand Image, Brand Loyalty, And Awareness,” Journal of Managerial Sciences and Studies, vol. 3, no. 1, pp. 969–985, 2025.

[14] G. C. Kandati, S. L. Mandey, and F. Roring, “The effect of social media marketing and experiential marketing on brand image of Geprek Maji Manado,” , vol. 12, 2024.

[15] E. Runtulalo, I. W. J. Ogi, and M. C. Raintung, “Pengaruh Experiential Marketing Dan Advertising Terhadap Brand Image (Studi Kasus Pada Cafe Wawi Kadio Tonsewer Kabupaten Minahasa),” Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, vol. 11, no. 3, pp. 609–620, 2023.

[16] K. L. Nafiah and M. Trihudiyatmanto, “Membangun Loyalitas Pelanggan Melalui Kepuasan Yang Dipengaruhi Oleh Kualitas Produk, Brand Image Dan Experiential Marketing,” Ekobis: Jurnal Ilmu Manajemen dan Akuntansi, vol. 9, no. 1, pp. 61–73, 2021.

[17] H. Heskiano, T. Y. R. Syah, and M. R. Hilmy, “Social media marketing relations, brand awareness to brand loyalty through the brand image,” Journal of Multidisciplinary Academic, vol. 4, no. 4, pp. 208–214, 2020.

[18] A. Ercis, B. Hos, and F. G. Deveci, “Effect of social media marketing activities on brand loyalty: the mediator role of e-brand love and branding co-creation,” Journal of Global Strategic Management, vol. 14, no. 1, pp. 69–84, 2020.

[19] N. F. Mandasari, M. Ashdaq, E. Radjab, M. Nadir, and L. S. Mulatsih, “Influence of brand image on brand loyalty using brand trust and social media engagement,” Jurnal Aplikasi Manajemen, vol. 22, no. 3, pp. 839–850, 2024.

[20] N. D. S. Ayu and M. Nasir, “The Influence of Brand Image, Brand Satisfaction, and Brand Experience on Brand Loyalty Mediated by Brand Trust,” Jurnal Orientasi Bisnis dan Entrepreneurship (JOBS), vol. 5, no. 2, pp. 189–202, 2024.

[21] Sugiyono, Metode penelitian kuantitatif, kualitatif, dan R&D. , 2023.

[22] I. Ghozali, Partial least squares: konsep, teknik, dan aplikasi menggunakan program SmartPLS 3.2.9 untuk penelitian empiris. Badan Penerbit Universitas Diponegoro, 2021.

[23] L. Purwianti and F. Fionna, “Analisa pengaruh social media marketing activity terhadap brand loyalty dengan mediasi brand awareness, brand trust, dan brand love,” Jurnal Manajemen Strategi Dan Aplikasi Bisnis, vol. 6, no. 2, pp. 373–384, 2023.

[24] B. Sukidy and H. Achmadi, “The effect of social media marketing activities on brand loyalty with brand image and brand awareness as mediation variables at XYZ beauty clinic in Jakarta,” The International Journal of Medical Science and Health Research, vol. 5, no. 7, pp. 1–19, 2024.

[25] I. H. Karuniatama, D. D. Barata, and Y. T. Suyoto, “Pengaruh experiential marketing terhadap loyalitas pelanggan ritel di Indonesia,” Widyakala: Journal of Pembangunan Jaya University, vol. 7, no. 1, p. 28, 2020.

[26] M. R. Ramadhani and M. Ariyanti, “Exploring the influence of social media marketing on brand trust, brand image, and brand loyalty for Fore Coffee,” International Journal of Science, Technology & Management, vol. 5, no. 4, pp. 935–946, 2024.

[27] F. A. Riyanto, “Pengaruh Brand Experience dan Brand Image terhadap Brand Loyalty dengan Brand Trust sebagai Variabel Intervening,” Jurnal Ilmiah Poli Bisnis, vol. 15, no. 1, pp. 65–84, 2023.