Linking Social Media Marketing and Brand Loyalty: The Mediating Role of Brand Gestalt
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Abstract
This study investigates the relationship between social media marketing (SMM), brand gestalt, and brand loyalty. Using a quantitative survey, this research focuses on customers of the online store VictoriaThings. A convenience sampling method was employed, resulting in 265 participants in the survey. After confirming validity and reliability, structural equation modeling (SEM) was used to analyze the hypotheses. The findings reveal a significant relationship between SMM and the four dimensions of brand gestalt (Story, Sensescape, Servicescape, and Stakeholder). Additionally, the dimensions of Sensescape, Servicescape, and Story within the brand gestalt framework emerged as significant predictors of Customer Loyalty. This study offers valuable insights for businesses aiming to develop effective social media marketing strategies that leverage brand gestalt to enhance brand loyalty and achieve strategic goals.
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References
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Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261–271.
Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57–71. https://doi.org/10.1177/002224299205600205.
Diamond, N., Sherry Jr, J. F., Muñiz Jr, A. M., McGrath, M. A., Kozinets, R. V., & Borghini, S. (2009). American Girl and the brand Gestalt: Closing the loop on sociocultural branding research. Journal of Marketing, 73(3), 118–134.
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Erdoğmuş, İ. E., & Çiçek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia-Social and Behavioral Sciences, 58, 1353–1360. https://doi.org/https://doi.org/10.1016/j.sbspro.2012.09.1119
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Gräve, J. F. (2019). What KPIs are key? Evaluating performance metrics for social media influencers. Social Media+ Society, 5(3), 2056305119865475.
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review. 26(2). 106-121. https://doi.org/10.1108/EBR-10-2013-0128
Kainde, S. J., & Mandagi, D. W. (2023). From likes to loyalty: the interplay of social media marketing in shaping education institution brand attitude and loyalty. Jurnal Ekonomi, 12(02), 465-475.
Kaplan, A. M., & Haenlein, M. (2009). The fairyland of Second Life: Virtual social worlds and how to use them. Business Horizons, 52(6), 563-572.
Khalifa, M., & Liu, V. (2007). Online consumer retention: contingent effects of online shopping habit and shopping experience. European Journal of Information Systems, 16(6), 780–792.
Khoa, B. T. (2020). The antecedents of relationship marketing and customer loyalty: A case of the designed fashion product. Journal of Asian Finance, Economics and Business, 7(2), 195–204. https://doi.org/10.13106/jafeb.2020.vol7.no2.195
Lebo, T. C., & Mandagi, D. W. (2023). It is integrating service quality, customer satisfaction, and brand gestalt in the context of multi-level marketing (MLM) companies. Jurnal Mantik, 7(1), 100-111.
Lin, C., & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114(4), 361–380.
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Mandagi, D. W., & Aseng, A. C. (2021). Millennials and Gen Z's Perception of Social Media Marketing Effectiveness on the Festival's Branding: The Mediating Effect of Brand Gestalt. Asia-Pacific Social Science Review, 21(3).
Mandagi, D. W., & Sondakh, D. K. (2022). Exploring the Multi-Dimensionality of Tourism Destination Brand Story. African Journal of Hospitality, Tourism and Leisure, 11(6), 2128-2142.
Mandagi, D. W., & Wuryaningrat, N. F. (2023). Peran mediasi kepuasan pelanggan pada pengaruh gestalt merek terhadap niat membeli kembali: Studi empiris pada UMKM di Manokwari. In Prosiding Seminar Nasional Forum Manajemen Indonesia, 15, 117-130.
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Mandagi, D. W., Centeno, D. D., & Indrajit. (2022). Destination brand gestalt and its effects on brand attachment and brand loyalty. Philippine Management Review, 29(1), 1-24.
Mandagi, D. W., Rampen, D. C., Soewignyo, T. I., & Walean, R. H. (2023). Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention. International Journal of Pharmaceutical and Healthcare Marketing.
Manggopa, S., Sumenda, C., Kainde A, L. L., & Mandagi, D. (2023). Efektivitas sosial media marketing dalam membangun brand institusi pendidikan: Perspektif generasi Z. EDUKASIA: Jurnal Pendidikan Dan Pembelajaran, 4(2), 2517-2526.
Marhareita, C., Kila, I. W., & Mandagi, D. (2022). Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 14(1), 257-256. https://doi.org/10.37680/qalamuna.v14i1.4081
Maulana, A., Satrio, D., Hasibuan, A., Nasution, S. P., Munte, R. N., Hutabarat, M. L. P., ... & Syukriah, E. A. (2023). Manajemen Bisnis Digital dan E-Commerce. Yayasan Kita Menulis.
McKee, S. (2010). Creative B2b Branding (No, Really): Building a Creative Brand in a Business World. Goodfellow Publishers Ltd.
Mehrabi, A., Islami, H., & Aghajani, M. (2014). The Effect of Social Media Marketing on Customers’ Brand Loyalty. International Journal of Academic Research in Business and Social Sciences, 4(8). https://doi.org/10.6007/ijarbss/v4-i8/1124
Metta R. (2018). The Effect of Social Media Marketing on Brand Equity. Jurnal Studi Komunikasi dan Media, 22(1), 13 – 28.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33-44.
Pasuhuk, L. S., & Mandagi, D. W. (2023). Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions. EDUKASIA: Jurnal Pendidikan Dan Pembelajaran, 4(2), 2795-2804.
Poluan, M. S., Pasuhuk, L. S., & Mandagi, D. W. (2022). The role of social media marketing in local government institutions is to enhance public attitude and satisfaction. Jurnal Ekonomi, 11(03), 1268-1279.
Puspaningrum, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand Trust. Journal of Asian Finance, Economics and Business, 7(12), 951–958. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951
Rondonuwu, B. F., & Mandagi, D. W. (2023). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of super-priority destination Likupang. Jurnal Ekonomi, 12(02), 452-464.
Rantung, D. I., Mandagi, D. W., Wuryaningrat, N. F., & Lelengboto, A. L. P. (2023). Small Medium Enterprises brand gestalt: A key driver of customer satisfaction and repurchase intention. International Journal of Professional Business Review, 8(6), e01463-e01463.
Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31–53. https://doi.org/10.1108/JRIM-02-2014-0007.
Sijabat, L., Rantung, D. I., & Mandagi, D. W. (2022). The role of social media influencers in shaping customer brand engagement and perception. Jurnal Manajemen Bisnis, 9(2), 280-288.
Siddik, A. S., Mandagi, D. W., & Lelengboto, A. L. (2022). Pemasaran sosial media dan gestalt merek pada perusahaan Indoor Theme Park. SEIKO: Journal of Management & Business, 4(3), 462-479.
Sudaryana, B., & Agusiady, H. R. R. (2022). Metodologi penelitian kuantitatif. Deepublish.
Toding, J. S., & Mandagi, D. W. (2022). Dimensi brand gestalt sebagai prediktor kepuasan pelanggan dan niat membeli ulang pelanggan UMKM. Jurnal Ilmiah Manajemen Bisnis dan Inovasi (JMBI), 9(3), 1167-1185.
Vazifehdoost, H., Rahnama, A., & Mousavian, S. J. (2014). Evaluation of the impact of brand purchase involvement, satisfaction, experience, and trust on brand loyalty. Mediterranean Journal of Social Sciences, 5(20), 3054.
Walean, R. H., Wullur, L., & Mandagi, D. W. (2023). Constructing a Destination Gestalt Model: Brand Gestalt, Brand Attitude, and Revisit Intention. Asia-Pacific Social Science Review, 23(1).
Warbung, C. J. E., Wowor, M. C., Walean, R. H., & Mandagi, D. W. (2023). The impact of social media marketing on beauty clinic brand equity: the Case of Zap Manado. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(4), 8.
Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). 'I see it, I want it, I buy it': The role of social media marketing in shaping brand image and Gen Z's intention to purchase local products. Society, 10(2), 351-369.
William, R. L., & Cottrell, J. (2000). Four Smart Ways to Run Online Communities. Sloan Management Review, 41(3), 81–91.
Wowor, M. C., Mandagi, D. W., Lule, B., & Ambalao, S. S. (2022). The role of social media in employee recruitment: A systematic literature review. Jurnal Multidisiplin Madani, 2(12), 4118-4125.
Wulyatiningsih, T., & Mandagi, D. W. (2023). The power of perception: how brand gestalt influences revisit intention. SEIKO: Journal of Management & Business, 6(1), 359-371.
Wulus, V. G., Mandagi, D. W., Lule, B., & Ambalao, S. S. (2022). Determinan efektivitas social media marketing pada Insitusi Pemerintah Daerah. SEIKO: Journal of Management & Business, 4(3), 522-538.
Yolanda R. & Gede B. R. (2018). Peran Brand Trust Memediasi Hubungan Brand Image Dengan Brand Loyalty (Studi Pada Konsumen Iphone di Kota Denpasar). E-Jurnal Manajemen Unud. Vol. 7 No. 3, 2018: 1310-1338. ISSN: 2302-8912.
Zenker, S., Braun, E., & Petersen, S. (2017). Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors. Tourism management, 58, 15-27.
Bagaturia, G., & Johnson, M. (2014). The Impact of Social Media in Marketing Management. In The Impact of Social Media in Marketing Management Journal of Business, 3(1), 5-13.
Banjarnahor, A. R., Taruna, M. S., Faried, A. I., Suryani, W., Hutama, N. A., Sondakh, D. E., ... & Simarmata, J. (2023). Ekonomi Digital: Transformasi Bisnis di Era Digital. Yayasan Kita Menulis.
Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261–271.
Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57–71. https://doi.org/10.1177/002224299205600205.
Diamond, N., Sherry Jr, J. F., Muñiz Jr, A. M., McGrath, M. A., Kozinets, R. V., & Borghini, S. (2009). American Girl and the brand Gestalt: Closing the loop on sociocultural branding research. Journal of Marketing, 73(3), 118–134.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22, 99-113.
Erdoğmuş, İ. E., & Çiçek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia-Social and Behavioral Sciences, 58, 1353–1360. https://doi.org/https://doi.org/10.1016/j.sbspro.2012.09.1119
Fornell, C., & Bookstein, F. L. (1982). Two structural equation models, LISREL and PLS, were applied to consumer exit-voice theory. Journal of Marketing Research, 19(4), 440–452. https://doi.org/10.1177/0022243782019004
Gräve, J. F. (2019). What KPIs are key? Evaluating performance metrics for social media influencers. Social Media+ Society, 5(3), 2056305119865475.
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review. 26(2). 106-121. https://doi.org/10.1108/EBR-10-2013-0128
Kainde, S. J., & Mandagi, D. W. (2023). From likes to loyalty: the interplay of social media marketing in shaping education institution brand attitude and loyalty. Jurnal Ekonomi, 12(02), 465-475.
Kaplan, A. M., & Haenlein, M. (2009). The fairyland of Second Life: Virtual social worlds and how to use them. Business Horizons, 52(6), 563-572.
Khalifa, M., & Liu, V. (2007). Online consumer retention: contingent effects of online shopping habit and shopping experience. European Journal of Information Systems, 16(6), 780–792.
Khoa, B. T. (2020). The antecedents of relationship marketing and customer loyalty: A case of the designed fashion product. Journal of Asian Finance, Economics and Business, 7(2), 195–204. https://doi.org/10.13106/jafeb.2020.vol7.no2.195
Lebo, T. C., & Mandagi, D. W. (2023). It is integrating service quality, customer satisfaction, and brand gestalt in the context of multi-level marketing (MLM) companies. Jurnal Mantik, 7(1), 100-111.
Lin, C., & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114(4), 361–380.
Mandagi, D. W. (2023). Pemasaran media sosial, gestalt merek dan loyalitas pelangan: studi empiris pada Tomohon International Flower Festival. Manajemen Dewantara, 7(1), 32-45.
Mandagi, D. W., & Aseng, A. C. (2021). Millennials and Gen Z's Perception of Social Media Marketing Effectiveness on the Festival's Branding: The Mediating Effect of Brand Gestalt. Asia-Pacific Social Science Review, 21(3).
Mandagi, D. W., & Sondakh, D. K. (2022). Exploring the Multi-Dimensionality of Tourism Destination Brand Story. African Journal of Hospitality, Tourism and Leisure, 11(6), 2128-2142.
Mandagi, D. W., & Wuryaningrat, N. F. (2023). Peran mediasi kepuasan pelanggan pada pengaruh gestalt merek terhadap niat membeli kembali: Studi empiris pada UMKM di Manokwari. In Prosiding Seminar Nasional Forum Manajemen Indonesia, 15, 117-130.
Mandagi, D. W., Centeno, D. D. G., & Indrajit. (2021). Brand gestalt scale development and validation: A takeoff from tourism destination branding. Journal of Destination Marketing & Management, 19.
Mandagi, D. W., Centeno, D. D., & Indrajit. (2022). Destination brand gestalt and its effects on brand attachment and brand loyalty. Philippine Management Review, 29(1), 1-24.
Mandagi, D. W., Rampen, D. C., Soewignyo, T. I., & Walean, R. H. (2023). Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention. International Journal of Pharmaceutical and Healthcare Marketing.
Manggopa, S., Sumenda, C., Kainde A, L. L., & Mandagi, D. (2023). Efektivitas sosial media marketing dalam membangun brand institusi pendidikan: Perspektif generasi Z. EDUKASIA: Jurnal Pendidikan Dan Pembelajaran, 4(2), 2517-2526.
Marhareita, C., Kila, I. W., & Mandagi, D. (2022). Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 14(1), 257-256. https://doi.org/10.37680/qalamuna.v14i1.4081
Maulana, A., Satrio, D., Hasibuan, A., Nasution, S. P., Munte, R. N., Hutabarat, M. L. P., ... & Syukriah, E. A. (2023). Manajemen Bisnis Digital dan E-Commerce. Yayasan Kita Menulis.
McKee, S. (2010). Creative B2b Branding (No, Really): Building a Creative Brand in a Business World. Goodfellow Publishers Ltd.
Mehrabi, A., Islami, H., & Aghajani, M. (2014). The Effect of Social Media Marketing on Customers’ Brand Loyalty. International Journal of Academic Research in Business and Social Sciences, 4(8). https://doi.org/10.6007/ijarbss/v4-i8/1124
Metta R. (2018). The Effect of Social Media Marketing on Brand Equity. Jurnal Studi Komunikasi dan Media, 22(1), 13 – 28.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33-44.
Pasuhuk, L. S., & Mandagi, D. W. (2023). Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions. EDUKASIA: Jurnal Pendidikan Dan Pembelajaran, 4(2), 2795-2804.
Poluan, M. S., Pasuhuk, L. S., & Mandagi, D. W. (2022). The role of social media marketing in local government institutions is to enhance public attitude and satisfaction. Jurnal Ekonomi, 11(03), 1268-1279.
Puspaningrum, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand Trust. Journal of Asian Finance, Economics and Business, 7(12), 951–958. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951
Rondonuwu, B. F., & Mandagi, D. W. (2023). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of super-priority destination Likupang. Jurnal Ekonomi, 12(02), 452-464.
Rantung, D. I., Mandagi, D. W., Wuryaningrat, N. F., & Lelengboto, A. L. P. (2023). Small Medium Enterprises brand gestalt: A key driver of customer satisfaction and repurchase intention. International Journal of Professional Business Review, 8(6), e01463-e01463.
Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31–53. https://doi.org/10.1108/JRIM-02-2014-0007.
Sijabat, L., Rantung, D. I., & Mandagi, D. W. (2022). The role of social media influencers in shaping customer brand engagement and perception. Jurnal Manajemen Bisnis, 9(2), 280-288.
Siddik, A. S., Mandagi, D. W., & Lelengboto, A. L. (2022). Pemasaran sosial media dan gestalt merek pada perusahaan Indoor Theme Park. SEIKO: Journal of Management & Business, 4(3), 462-479.
Sudaryana, B., & Agusiady, H. R. R. (2022). Metodologi penelitian kuantitatif. Deepublish.
Toding, J. S., & Mandagi, D. W. (2022). Dimensi brand gestalt sebagai prediktor kepuasan pelanggan dan niat membeli ulang pelanggan UMKM. Jurnal Ilmiah Manajemen Bisnis dan Inovasi (JMBI), 9(3), 1167-1185.
Vazifehdoost, H., Rahnama, A., & Mousavian, S. J. (2014). Evaluation of the impact of brand purchase involvement, satisfaction, experience, and trust on brand loyalty. Mediterranean Journal of Social Sciences, 5(20), 3054.
Walean, R. H., Wullur, L., & Mandagi, D. W. (2023). Constructing a Destination Gestalt Model: Brand Gestalt, Brand Attitude, and Revisit Intention. Asia-Pacific Social Science Review, 23(1).
Warbung, C. J. E., Wowor, M. C., Walean, R. H., & Mandagi, D. W. (2023). The impact of social media marketing on beauty clinic brand equity: the Case of Zap Manado. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(4), 8.
Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). 'I see it, I want it, I buy it': The role of social media marketing in shaping brand image and Gen Z's intention to purchase local products. Society, 10(2), 351-369.
William, R. L., & Cottrell, J. (2000). Four Smart Ways to Run Online Communities. Sloan Management Review, 41(3), 81–91.
Wowor, M. C., Mandagi, D. W., Lule, B., & Ambalao, S. S. (2022). The role of social media in employee recruitment: A systematic literature review. Jurnal Multidisiplin Madani, 2(12), 4118-4125.
Wulyatiningsih, T., & Mandagi, D. W. (2023). The power of perception: how brand gestalt influences revisit intention. SEIKO: Journal of Management & Business, 6(1), 359-371.
Wulus, V. G., Mandagi, D. W., Lule, B., & Ambalao, S. S. (2022). Determinan efektivitas social media marketing pada Insitusi Pemerintah Daerah. SEIKO: Journal of Management & Business, 4(3), 522-538.
Yolanda R. & Gede B. R. (2018). Peran Brand Trust Memediasi Hubungan Brand Image Dengan Brand Loyalty (Studi Pada Konsumen Iphone di Kota Denpasar). E-Jurnal Manajemen Unud. Vol. 7 No. 3, 2018: 1310-1338. ISSN: 2302-8912.
Zenker, S., Braun, E., & Petersen, S. (2017). Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors. Tourism management, 58, 15-27.