THE ROLE OF BRAND TRUST MEDIATES THE INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND PERSONALITY ON BRAND LOYALTY A STUDY ON CUSTOMERS OF EMINA COSMETIC PRODUCTS IN DENPASAR

ABSTRACT One of the revolutions in cosmetic shopping patterns in society is occurring with women who are starting to be aware of beauty trends. These women are becoming a new market sector that manufacturers are considering as a potential customer base. According to the findings of experts, the present phenomena in society have a tendency to look for businesses that are committed to following trends while also being environmentally responsible. The purpose of this research is to provide an explanation for the function that brand trust plays as a mediator between the effects of social media marketing and the personality of a brand on customer loyalty. The people who participated in this survey are Denpasar residents who had purchased cosmetics from the Emina brand. Purposive sampling, which is a non-probability sampling approach, was used to determine the sample size of 150 respondents. The sample was determined using this way. The approach of gathering information makes use of a questionnaire in the format of a Google Form, which is then disseminated across several social media platforms. In this investigation, we make use of a technique known as Structural Equation Modeling (SEM), which is founded on Partial Least Square (PLS). The findings of this study indicate that social media marketing and brand personality have a positive and significant effect on brand loyalty, that social media marketing and brand personality have a positive and significant effect on brand trust, that brand trust has a positive effect on brand loyalty, and that brand trust is able to partially mediate the influence of social media marketing and brand personality on brand loyalty. On the basis of the findings of this study, it is hoped that the findings of this study can enrich the development of marketing management science, particularly as it relates to consumer behavior, and be able to become a reference for policy makers to further improve social media marketing and brand personality in order to build brand trust and increase brand loyalty for Emina Cosmetics. Specifically, it is hoped that the findings of this study can enrich the development of marketing management science, especially as it relates to consumer behavior. KEY WORDS Social media marketing, brand personality, brand trust, brand loyalty.