Abstract
This research examines the effect of social networking on brand trust and brand loyalty while simultaneously examining the role of brand trust mediation on the relationship between social networking and brand loyalty. Respondents in this study consisted of 100 consumers who use social networks and do beauty treatments at beauty clinics in Surabaya. Students in private universities and employees dominate the number of respondents in this research. To test the research hypothesis, this research adopted the Structural Equation Model-Partial Least Square (SEM-PLS) technique using SmartPLS. This research proves that brand trust has a significant influence on brand loyalty and a significant effect of social networking on brand trust. This research also found that social networking does not have a significant effect on brand loyalty. Therefore, this research also proves that brand trust has a full mediating role in the relationship between social networking and brand loyalty
Highlights
At present, treatment in beauty clinics is not the first choice for everyone, but most people are starting to entrust their best facial skin in superior clinics[1]
The characteristic data is that the Beauty Clinic consumers in Surabaya average age 17-23 years with a frequency of 94 people
The work of beauty clinic consumers in Surabaya is more dominant among students with a total of 76 people
Summary
Treatment in beauty clinics is not the first choice for everyone, but most people are starting to entrust their best facial skin in superior clinics[1]. The demand for beauty products is growing from consumers, it is offset by the expansion of beauty goods in the best clinic[4]. Despite the fact that there are superior clinics that violate the law, there are still many beauty clinics that have legitimate reports and BPOM. This is a new thing in the world of skin welfare in Indonesia. Brand loyalty is an important part in a company's survival, because high devotion can increase supply[8]. Brand loyalty is the most important part of the companyfor survival, because high devotion can increase supply[9].
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
