The Effects of Digital Marketing, Social Media Engagement, and Customer Trust on Customer Loyalty in an E-Commerce Contex

Hotmaria Pasaribu, Dwi Fany Fransiska Dewi Butar Butar and Hafni Cholida Nasution
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Hotmaria Pasaribu: STIE International Business Management Indonesia, Medan, Indonesia.
Dwi Fany Fransiska Dewi Butar Butar: STIE International Business Management Indonesia.
Hafni Cholida Nasution: STIE International Business Management Indonesia.

Global Insights in Management and Economic Research, 2025, vol. 1, issue 04, 241-248

Abstract: Purpose of the study: In the highly competitive e-commerce landscape, customer loyalty has become a critical factor for long-term business success. This study examines the influence of digital marketing, social media engagement, and customer trust on e-commerce customer loyalty at PT. Kopi Bintang Indonesia (Tomoro Coffee). Materials and methods: The research aims to determine the individual and collective effects of digital marketing, social media engagement, and customer trust on e-commerce customer loyalty at PT. Kopi Bintang Indonesia. Results: The multiple linear regression analysis yielded the equation Y = 35.540 + 0.130X1 + 0.202X2 + 0.284X3 + e. Partial t-tests revealed that digital marketing (t = 3.310, p

Keywords: digital marketing; social media engagement; customer trust; customer loyalty; e-commerce (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eof:igimer:v:1:y:2025:i:04:id:91

DOI: 10.53905/Gimer.v1i04.37

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