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Analysis of the Influence of Instagram Social Media on Brand Loyalty Through Brand Trust and Brand Equity on Bilka Supermarket Product Salesin Surabaya

Year: 2025

Type: article

Abstract: This research aims to analyze the impact of Instagram on sales through brand loyalty, trust, and equity and examine the management strategies Bilka uses to maintain product purchases via social media. A quantitative approach with questionnaires was used involving active Instagram users. Descriptive statistical analysis and SEMPLS were applied. The results show a diverse consumer age range, with most respondents aged 18-35. Instagram significantly influences brand loyalty, trust, and equity, positively impacting sales. The management strategies include continuous promotions, active consumer interaction, and attractive offers. In conclusion, Instagram effectively strengthens consumer relationships and boosts sales with the right strategy. Contribution to Sustainable Development Goals (SDGs):SDG 3: Decent Work and Economic GrowthSDG 9: Industry, Innovation, and InfrastructureSDG 12: Responsible Consumption and Production

Source: AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment)

DOI: 10.29165/ajarcde.v9i1.569

Authors: Shania Badriyyah, Mubarokah, Taufik Setyadi

Institution: University of Pembangunan Nasional Veteran Jawa Timur

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4407107779

FWCI:

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