The Effect of Social Media Marketing on Brand Trust and Customer Loyalty of S Coffee Shop in Indonesia during Pandemic

Marketing Communication Program, Communication Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara University, Jakarta, Indonesia 11480

^* Corresponding author: lidiaevelina@binus.ac.id

Abstract

Consumers’ attitude toward brand has changed since pandemic COVID-19. On the other hand, brands need to adapt so that they can obtain trust and keep the customers loyal to them. The purpose of this study is to determine whether social media marketing using Instagram platform and brand trust can influence S Coffee Indonesia customer loyalty during COVID-19 pandemic, either partially or simultaneously. The research used quantitative approach through the survey method. The respondents for this study were the followers of S Coffee Indonesia Instagram account who have purchased S Coffee products more than three times during the pandemic. The questionnaires were distributed online via google form. The data were analyzed using IBM SPSS program. The result of showed that social media marketing and brand trust have significant and positive influence on consumer loyalty at S Coffee Indonesia during the pandemic, either partially or simultaneously.