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Submitted
1 January 2026
Accepted
7 January 2026
Published
14 January 2026
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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh advertisement/promotion dan social network service content terhadap consumer engagement, brand trust, dan brand loyalty pada Restoran Kakkoi All You Can Eat di Daerah Istimewa Yogyakarta. Penelitian menggunakan pendekatan kuantitatif dengan 200 responden pelanggan aktif yang dipilih melalui teknik purposive sampling, serta dianalisis menggunakan structural equation modeling berbasis partial least square. Hasil penelitian menunjukkan bahwa advertisement/promotion berpengaruh signifikan terhadap consumer engagement, namun tidak berpengaruh signifikan terhadap brand trust. Sebaliknya, social network service content tidak berpengaruh signifikan terhadap consumer engagement, tetapi berpengaruh signifikan terhadap brand trust. Selain itu, consumer engagement terbukti memiliki pengaruh sangat kuat terhadap brand trust, dan brand trust berpengaruh signifikan terhadap brand loyalty.

Keywords

advertisement/promotion, social network service (SNS) content consumer engagement brand trust brand loyalty

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Copyright (c) 2025 Rafi Alsyanda, Budi Astuti

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How to Cite
Alsyanda, R., & Astuti, B. (2026). Faktor Anteseden yang Mempengaruhi Kepercayaan dan Loyalitas Merek: Studi Kasus Restoran ‘All U Can Eat’ Kakkoii Daerah Istimewa Yogyakarta. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(3), 189–208. Retrieved from https://journal.uii.ac.id/selma/article/view/46307
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