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

Author

Listed:
  • Hotmaria Pasaribu

    (STIE International Business Management Indonesia, Medan, Indonesia.)

  • Dwi Fany Fransiska Dewi Butar Butar

    (STIE International Business Management Indonesia, Medan, Indonesia.)

  • Hafni Cholida Nasution

    (STIE International Business Management Indonesia, Medan, Indonesia.)

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

Suggested Citation

  • Hotmaria Pasaribu & Dwi Fany Fransiska Dewi Butar Butar & Hafni Cholida Nasution, 2025. "The Effects of Digital Marketing, Social Media Engagement, and Customer Trust on Customer Loyalty in an E-Commerce Contex," Global Insights in Management and Economic Research, INSPIRETECH GLOBAL INSIGHT, vol. 1(04), pages 241-248, October.
    • Handle: RePEc:eof:igimer:v:1:y:2025:i:04:id:91
    DOI: 10.53905/Gimer.v1i04.37
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    References listed on IDEAS

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    1. Fernando Santini & Wagner Junior Ladeira & Diego Costa Pinto & Márcia Maurer Herter & Claudio Hoffmann Sampaio & Barry J. Babin, 2020. "Customer engagement in social media: a framework and meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1211-1228, November.
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