INTEGRATING SOCIAL MEDIA MARKETING, PURCHASE INTENTION, BRAND LOVE AND BRAND LOYALTY IN FAST FOOD RESTAURANTS

Authors

Veroncia Gratia Pratasis Universitas Klabat
Deske W. Mandagi Universitas Klabat

DOI:

Keywords:

Brand Love; Brand Loyalty; Purchase Intention; Social Media Marketing; Fast-Food Restaurant.

Abstract

In the rapidly evolving fast-food industry, leveraging social media marketing has become crucial for building strong consumer relationships. This study aims to examine the influence of social media marketing on brand love, purchase intention, and brand loyalty, as well as to investigate the mediating roles of brand love and purchase intention in the relationship between social media marketing and brand loyalty. A quantitative approach was employed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method. Data were collected from 203 respondents who are active social media users and fast-food restaurant consumers. The results reveal that social media marketing significantly enhances brand love and purchase intention, yet it does not have a direct effect on brand loyalty. Among the factors analyzed, brand love emerged as the most dominant predictor of brand loyalty, followed by purchase intention. Mediation analysis further confirms that both brand love and purchase intention effectively mediate the impact of social media marketing on brand loyalty. These findings underscore the importance of crafting social media strategies that foster emotional attachment and encourage purchase intentions, thereby establishing a foundation for long-term consumer loyalty. This research contributes to the advancement of digital marketing theory and offers practical guidance for companies seeking to optimize social media platforms to build sustainable consumer relationships.

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