August 16, 2025Jurnal Ilmiah Manajemen KesatuanOpen Access

The Role of Social Media and Online Reviews in Building Brand Loyalty Through Trust

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Online customer reviews significantly enhance brand loyalty in the local skincare market, supporting effective customer engagement.
Analysis using partial least squares modeled data from 170 consumers highlighted the important relationships between marketing and loyalty.
Social media marketing indirectly influences brand loyalty by enhancing brand trust, establishing valuable connections with consumers.
Effective management of online reviews and authentic content creation may help skincare brands succeed in a competitive digital landscape.

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Implication

Quantitative analysis reveals online reviews impact brand loyalty directly in consumers of local skincare brands, indicating social media's critical role in fostering trust.

Cite This Study

Fitriyana et al. (2025) studied this question.

synapsesocial.com/papers/68af3e49cf1dd9ea359eb669 https://doi.org/10.37641/jimkes.v13i5.3602

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Implication

Quantitative analysis reveals online reviews impact brand loyalty directly in consumers of local skincare brands, indicating social media's critical role in fostering trust.

The Role of Social Media and Online Reviews in Building Brand Loyalty Through Trust

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Discussion

Implication

Cite This Study

The Role of Social Media and Online Reviews in Building Brand Loyalty Through Trust

Key Points

Discussion

Implication

Cite This Study

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