Unraveling Brand Trust's Mediation Between Content Marketing, Website Quality, and Brand Loyalty: A Case Study of Detikcom
DOI:
https://doi.org/10.35145/k1v2ke44Keywords:
Content Marketing, Website Quality, Loyalty, TrustAbstract
The shift in societal lifestyles toward internet-based information consumption must contend with the proliferation of hoax content. Consequently, digital media companies must implement strategies to cultivate public trust, thereby enhancing brand loyalty. This study aims to examine the influence of content marketing and website quality on brand loyalty, while also comparing these effects with the relationships among variables when mediated by brand trust. The research focuses on one of Indonesia's largest digital media platforms and a pioneer in online news, Detikcom. The analysis employs structural equation modeling partial least square (SEM-PLS), mediation testing, and hypothesis testing. The findings reveal that content marketing has no discernible impact on either brand loyalty or brand trust, nor does it indirectly influence brand loyalty by influencing brand trust. Conversely, brand trust significantly influences brand loyalty, and website quality demonstrates a significant impact on brand loyalty, brand trust, as well as an indirect effect on brand loyalty mediated by brand trust. Moreover, brand trust serves as a partial mediator in the relationships among the observed variables.
References
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Aminsyah, I., & Yulianti, A. L. (2019). Pengaruh Website Quality, E-Trust, E-Satisfaction Dan Switching Barriers Terhadap E-Loyalty (Studi Pada Pengguna Itemku.Com) The Effect Of Quality Website, E-Trust, E-Satisfaction And Switching Barriers On E-Loyalty (Study In Itemku.Com Users). E-Proceeding of Management, 6(2).
Ashrafa, M. U., Nawaz Khanb, S., & Ansaric, A. A. (2022). Impact of Brand Awareness and Social Media Content Marketing on Brand Loyalty: The Mediating Role of Brand Trust. Journal of Organization & Business, 3(1). https://doi.org/10.52131/job.2022.0301.0011
Bayda?, A., Ata’, S., & Co?kuner, M. (2023). Effects Of Content Marketing On Customer Satisfaction And Brand Loyalty. Journal Of Social Sciences, 6(2), 37–45. https://doi.org/10.52326/jss.utm.2023.6(2).03
Briliana, V., & Sari, I. (2020). The Impact of Customer Trust on Brand Loyalty in Public Transportation. Atlantis Press, 115.
Chen, X., & Xu, J. (2022). Relationship between content marketing and brand loyalty of New-China-Chic brand based on nationalism. International Journal of Research in Business and Social Science (2147- 4478), 11(5), 556–578. https://doi.org/10.20525/ijrbs.v11i5.1908
Databoks. (2024). 10 Media Online yang Paling Banyak Digunakan Warga Indonesia 2024. https://databoks.katadata.co.id/media/statistik/4b024acf115a988/10-media-online-yang-paling-banyak-digunakan-warga-indonesia-2024
Dewan Pers. (2023). Laporan Dewan Pers.
du Plessis, C. (2022). A Scoping Review of the Effect of Content Marketing on Online Consumer Behavior. SAGE Open, 12(2). https://doi.org/10.1177/21582440221093042
Effendi, R., & Prasetio, A. (2020). Pengaruh Kualitas Website Detikcom terhadap Kepuasan Pengguna di Kota Bandung.
Gahlot, B., & Rani, P. (2023). A Study of Digital Marketing Strategies influencing buying behaviour of e-commerce consumers. RESEARCH REVIEW International Journal of Multidisciplinary, 8(6), 99–103.
Hai, L. T. D., & Nguyen, Q. N. (2022). The influence of website quality on brand trust and satisfaction of students: A case study of universities in Vietnam. International Journal of Data and Network Science, 6(4), 1403–1412. https://doi.org/10.5267/j.ijdns.2022.5.011
Hair, Joseph. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Third Edition (3rd ed.). Sage.
Hidayat, P. S., & Nasution, M. I. P. (2024). Pengaruh Kinerja Situs Web Terhadap Kepuasan Dan Loyalitas Pelanggan di E Commerce. Switch?: Jurnal Sains Dan Teknologi Informasi, 2(3), 14–25. https://doi.org/10.62951/switch.v2i3.82
Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45, 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
Jafarova, K., & Tolon, M. (2022). The Effect of Content Marketing in Social Media on Brand Loyalty and Purchase Intention. Journal of Business Management and Economic Research. https://doi.org/10.29226/tr1001.2022.318
Julaeha, L. S. (2024). The Role of Content Marketing in Brand Loyalty: An Empirical Analysis. MASMAN?: Master Manajemen, 2(2), 117–132. https://doi.org/10.59603/masman.v2i2.509
Kanodia, Y. (2020). The Impact of Product Diversification Strategy on Brand Loyalty: A Case Study. MERC Global’s International Journal of Management, 8(3), 89–93.
Khairunnisa, S., & Rachmawati, I. S. (2018). Pengaruh Website Quality, Switching Barriers, E-Satisfaction Dan E-Trust Terhadap E-Loyalty (Studi Pada Pengguna Lazada.Co.Id Kota Bandung). E-Proceeding of Management, 5(2).
Kotler, P., Keller, K. L., Tan, C. T., Ang, S. H., & Leong, S. M. (2018). Marketing management?: an Asian perspective. Pearson Education Limited.
Lova, T. K., & Raharjo, S. T. (n.d.). Pengaruh Social Media Marketing dan Brand Experience terhadap Purchase Decision Konsumen pada Produk Kosmetik dan Brand Trust sebagai Mediator (Studi pada Konsumen Somethinc). DIPONEGORO JOURNAL OF MANAGEMENT, 12(3). http://ejournal-s1.undip.ac.id/index.php/dbr
Mai, V. N., & Nguyen, Q. N. (2021). The importance of website quality to brand loyalty: The case study of beauty salons in Vietnam. International Journal of Data and Network Science, 5(4), 775–784. https://doi.org/10.5267/j.ijdns.2021.7.003
Mastel. (2019). Heboh Survey Wabah HOAX Nasional 2019.
Nihayah, Z., & Adila, I. (2020, April 2). Hoax: The Dispute among Information Disruption or Social Psychological Aggression. https://doi.org/10.4108/eai.18-9-2019.2293464
Nilowardono, S. (2022). The Role of Brand Love in the Influence of Online Shopping Website Quality and Brand Experience on Costumer Loyalty. International Journal of Social Science and Business, 6(4), 585–593. https://doi.org/10.23887/ijssb.v6i4.45787
Nugroho, Y., Putri, D. A., & Laksmi, S. (2012). Mapping the landscape of the media industry in contemporary Indonesia. www.fostrom.com
Parahita, Hasya, Maulidah, S., & Haryati, N. (2023). Pengaruh Content Marketing Terhadap Loyalitas Pelanggan Dimediasi Oleh Keterlibatan dan Kepercayaan Merek (Studi Pada Kedai Burger di Jakarta Selatan).
Purwandani, I., & Syamsiah, N. O. (2021). Analisis Kualitas Website Menggunakan Metode Webqual 4 . 0 Studi Kasus?: MyBest E-learning System UBSI. 9(3). https://doi.org/https://doi.org/10.26418/justin.v9i3.47129
Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1869363
Ramialis, A. F., & Besra, D. E. (2021). PENGARUH WEBSITE QUALITY DAN WEBSITE BRAND TERHADAP MINAT BELI ONLINE DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI (SURVEI PADA KONSUMEN SHOPEE KOTA PADANG). Jurnal Riset Bisnis, 4(2), 209–221.
Shin, S. K. S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective. Current Journal of Applied Science and Technology, 1–17. https://doi.org/10.9734/cjast/2019/v38i430376
Sinuraya, J. (2019). Pengukuran Kualitas Website dengan Metode WebQual 4.0 (Studi Kasus Website Politeknik Negeri Medan). Jurnal Teknovasi.
Strömbäck, J., Tsfati, Y., Boomgaarden, H., Damstra, A., Lindgren, E., Vliegenthart, R., & Lindholm, T. (2020). News media trust and its impact on media use: toward a framework for future research. In Annals of the International Communication Association (Vol. 44, Issue 2, pp. 139–156). Routledge. https://doi.org/10.1080/23808985.2020.1755338
Supertini, N. P. S., Telagawathi, N. L. W. S., & Yulianthini, N. N. (2020). Pengaruh Kepercayaan dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan pada Pusaka Kebaya di Singaraja. Prospek: Jurnal Manajemen Dan Bisnis, 2(1).
Susanti, E. (2020). Pelatihan Digital Marketing Dalam Upaya Pengembangan Usaha Berbasis Teknologi Pada Umkm Di Desa Sayang Kecamatan Jatinangor. Sawala?: Jurnal Pengabdian Masyarakat Pembangunan Sosial, Desa Dan Masyarakat, 1(2).
Trafimow, D. (2009). The Theory of Reasoned Action: A Case Study of Falsification in Psychology. Theory & Psychology, 19(4), 501–518. https://doi.org/10.1177/0959354309336319
Ulfah, M. (2020). Pengaruh Kepercayaan Merek Terhadap Loyalitas Merek (Studi Pada Anggota Pc Ippnu Kabupaten Bantul Pengguna Aplikasi Gojek). Universitas Islam Negeri Sunan Kalijaga.
We Are Social. (2022). Digital 2022 Global Overview Report. https://wearesocial.com/cn/wp-content/uploads/sites/8/2022/01/DataReportal-GDR002-20220126-Digital-2022-Global-Overview-Report-Essentials-v02.pdf
Yusniar, E., Yusniar Fog, E., & Indra, R. (2022). The Impact of Content Marketing and Brand Trust On Customer Loyalty. Syntax Literate: Jurnal Ilmiah Indonesia, 7(3).
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2026-09-30
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Unraveling Brand Trust’s Mediation Between Content Marketing, Website Quality, and Brand Loyalty: A Case Study of Detikcom. (2026). Journal of Applied Business and Technology, 7(3), 197-208. https://doi.org/10.35145/k1v2ke44
