The Effect of Promotion, Consumer Engagement, and Social Networking Content on Brand Loyalty with Brand Trust as an Intervening Variable (Circles Bakery Case Study)

Authors

  • Cornelia Ical Dhega Management Study Program, Sarjanawiyata Tamansiswa University, Indonesia
  • Nonik Kusuma Ningrum Management Study Program, Sarjanawiyata Tamansiswa University, Indonesia
  • Bernadetta Diansepti Maharani Management Study Program, Sarjanawiyata Tamansiswa University, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v7i2.5807

Keywords:

Promotion, Consumer Engagement, SNS Content, Brand Trust, Brand Loyalty

Abstract

This study aims to determine (1) whether Promotion has a positive and significant effect on brand loyalty with brand trust as an intervening variable, (2) whether consumer engagement has a positive and significant effect on brand loyalty with brand trust as an intervening variable, (3) whether SNS Content has a positive and significant effect on brand loyalty with brand trust as an intervening variable, (4) whether brand trust has a positive and significant effect on brand loyalty. The sample in this study was 112 Circles Bakery customers. The data collection method used a questionnaire distributed using Google Forms. The research method used was a purposive sampling technique. The data obtained from the questionnaire were then processed and analyzed by Multiple Linear Regression with model accuracy (classical assumption test), hypothesis testing using a partial test (t) and a determination test (R2) using the SPSS 30 program. The results of this study indicate that the promotion variable has a positive and significant effect on brand trust, the consumer engagement variable has a positive and significant effect on brand trust, SNS content does not have a positive and significant effect on brand trust, the brand trust variable has a positive and significant effect on brand loyalty, and the promotion variable has a positive and significant effect on brand loyalty through brand trust as an intervening variable. Consumer engagement has a positive and significant effect on brand loyalty through brand trust as an intervening variable, and SNS content has a positive and significant effect on brand loyalty through brand trust as an intervening variable.

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Published

2026-01-04

How to Cite

Dhega, C. I., Ningrum, N. K., & Maharani, B. D. (2026). The Effect of Promotion, Consumer Engagement, and Social Networking Content on Brand Loyalty with Brand Trust as an Intervening Variable (Circles Bakery Case Study). Dinasti International Journal of Education Management and Social Science, 7(2), 2172–2185. https://doi.org/10.38035/dijemss.v7i2.5807

Issue

Vol. 7 No. 2 (2025): Dinasti International Journal of Education Management And Social Science (December 2025 - January 2026)

Section

Articles

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Copyright (c) 2026 Cornelia Ical Dhega, Nonik Kusuma Ningrum, Bernadetta Diansepti Maharani

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