The Impact of Micro Community Marketing and Brand Engagement on Consumer Loyalty: The Moderating Role of Brand Trust in Glad2Glow Skincare Products in Medan City
DOI:
https://doi.org/10.55927/ijems.v4i3.72Keywords:
Micro Community Marketing, Brand Engagement, Brand Trust, Consumer Loyalty, Glad2GlowAbstract
This study aims to analyze the effect of Micro Community Marketing and Brand Engagement on Consumer Loyalty through Brand Trust among Glad2Glow skincare consumers in Medan City. This research employed a quantitative approach with an explanatory design involving 160 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The measurement model met the requirements of validity and reliability, with all indicators demonstrating satisfactory psychometric properties. The results indicate that Micro Community Marketing and Brand Engagement have positive and significant effects on Brand Trust and Consumer Loyalty. Brand Trust also positively and significantly influences Consumer Loyalty. Furthermore, Brand Trust significantly mediates the relationship between Micro Community Marketing and Consumer Loyalty, as well as the relationship between Brand Engagement and Consumer Loyalty. The coefficient of determination shows that the model explains 35.6% of the variance in Brand Trust and 41.8% of the variance in Consumer Loyalty, both categorized as moderate. These findings suggest that strengthening community-based marketing activities, consumer engagement, and brand trust can effectively enhance consumer loyalty toward Glad2Glow skincare products in Medan City
References
Blau, P. M. (1964). *Exchange and Power in Social Life*. New York, NY: John Wiley & Sons.
Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. *Journal of Marketing Theory and Practice, 17*(1), 63–74. https://doi.org/10.2753/MTP1069-6679170105
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. *Journal of Marketing, 65*(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. *Journal of Product & Brand Management, 24*(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635
Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. *Journal of Retailing and Consumer Services, 24*, 100–109. https://doi.org/10.1016/j.jretconser.2015.02.007
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). *A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)* (3rd ed.). Thousand Oaks, CA: Sage Publications.
Hollebeek, L. D. (2011). Exploring customer brand engagement: Definition and themes. *Journal of Strategic Marketing, 19*(7), 555–573. https://doi.org/10.1080/0965254X.2011.599493
Islam, J. U., & Rahman, Z. (2016). The transpiring journey of customer engagement research in marketing. *Management Decision, 54*(8), 2008–2034. https://doi.org/10.1108/MD-01-2016-0028
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. *Journal of Marketing, 58*(3), 20–38. https://doi.org/10.1177/002224299405800302
Rather, R. A., & Hollebeek, L. D. (2021). Customers’ service-related engagement, experience, and behavioral intentions. *Journal of Retailing and Consumer Services, 58*, 102321. https://doi.org/10.1016/j.jretconser.2020.102321
Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel & W. G. Austin (Eds.), *Psychology of Intergroup Relations* (pp. 7–24). Chicago, IL: Nelson-Hall.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. *Journal of Marketing Theory and Practice, 20*(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201
