THE INTERPLAY OF ENGAGEMENT RATE, E-WOM, DIGITAL ADVERTISING AND CUSTOMER LOYALTY: MEDIATING ROLE OF BRAND TRUST

Authors

Ronny Hansje Walean Universitas Klabat
Feebe Lineke Lumawir Universitas Klabat
Deske W. Mandagi Universitas Klabat

DOI:

Keywords:

Engagement Rate, Electronic Word of Mouth, Digital Advertising, Brand Trust, Customer loyalty

Abstract

In the current digital era, online marketing has become a primary trend in meeting various consumer needs. This study aims to evaluate the influence of Engagement Rate, Electronic Word of Mouth (e-WoM), and Digital Advertising on Customer Loyalty, with Brand Trust serving as a mediating variable, in the context of Shopee customers. Data were collected through an online questionnaire distributed to 200 respondents using a purposive sampling method. Data analysis was conducted using SmartPLS version 3.9. The findings reveal that Brand Trust, Digital Advertising, and Engagement Rate significantly affect Customer Loyalty. While e-WoM has a significant impact on Brand Trust, its direct effect on Loyalty was not supported. Furthermore, Brand Trust mediates the effects of Digital Advertising and e-WoM on Loyalty. These results underscore the pivotal role of Brand Trust in strengthening the relationship between digital marketing strategies and customer loyalty.

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