The Effect of Digital Marketing and Brand Image on Customer Trust and Its Implication for Customer Loyalty in the E-Commerce Industry

Authors

  • Sri Rezeki Universitas Negeri Medan, Medan, Indonesia
  • Petrus Loo Sekolah Tinggi Ilmu Ekonomi Eka Prasetya, Medan, Indonesia
  • Desma Erica Maryati Manik Sekolah Tinggi Ilmu Ekonomi Eka Prasetya, Medan, Indonesia
  • Elisabeth Nainggolan Sekolah Tinggi Ilmu Ekonomi Eka Prasetya, Medan, Indonesia
  • Herni Suryani Universitas Winaya Mukti, Bandung, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v7i6.6300

Keywords:

Digital Marketing, Brand Image, Customer Trust, Customer Loyalty, E-Commerce

Abstract

The rapid growth of e-commerce has intensified competition among digital businesses, making customer trust and loyalty critical determinants of long-term sustainability. In this context, digital marketing activities and brand image play an increasingly important role in shaping customers’ perceptions and behavioral intentions. This study aims to examine the effect of digital marketing and brand image on customer trust and its implications for customer loyalty in the e-commerce industry. This research employs a quantitative approach using a survey method. Data were collected from e-commerce customers who have prior experience in online transactions. The data were analyzed using Structural Equation Modeling (SEM) to test the proposed relationships and the mediating role of customer trust. Digital marketing is measured through indicators such as online content quality, interactivity, and personalization, while brand image reflects customers’ overall perceptions and associations with the brand. The results indicate that digital marketing has a positive and significant effect on customer trust. Brand image is also found to significantly influence customer trust. Furthermore, customer trust has a positive and significant effect on customer loyalty. The findings further reveal that customer trust mediates the relationship between digital marketing and customer loyalty, as well as between brand image and customer loyalty. These results suggest that customer trust serves as a key mechanism through which digital marketing efforts and brand image translate into loyal customer behavior. This study contributes to the marketing literature by providing empirical evidence on the role of customer trust in the e-commerce context. From a managerial perspective, the findings imply that e-commerce firms should focus on developing effective digital marketing strategies and maintaining a strong brand image to foster customer trust and enhance customer loyalty in a highly competitive digital marketplace.

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Published

2026-08-03

How to Cite

Rezeki, S., Loo, P., Manik, D. E. M., Nainggolan, E., & Suryani, H. (2026). The Effect of Digital Marketing and Brand Image on Customer Trust and Its Implication for Customer Loyalty in the E-Commerce Industry. Dinasti International Journal of Education Management and Social Science, 7(6), 4901–4911. https://doi.org/10.38035/dijemss.v7i6.6300

Issue

Vol. 7 No. 6 (2026): Dinasti International Journal of Education Management and Social Science (August - September 2026)

Section

Articles

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Copyright (c) 2026 Sri Rezeki, Petrus Loo, Desma Erica Maryati Manik, Elisabeth Nainggolan, Herni Suryani

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