The Influence of Entertainment on Brand Loyalty in Higher Education Through the Mediation of Customer Engagement and Brand Trust in Indonesia.
Date Published : 10 September 2026
Contributors
wizdanulkarim
university of siliwangi
Corresponding Author
Keywords
social media marketing
entertainment
customer engagement
brand trust
brand loyalty.
Proceeding
Track
General Track
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Copyright (c) 2026 International Seminar and Conference on Management, Research, and Transformation (I-SMART)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
This study aimed to investigate the relationship between entertainment as an aspect of social media marketing and brand loyalty, taking into account the mediating effects of customer engagement and brand trust. This study followed a quantitative type survey involving a purposive sample of 300 students from private and public universities (active and regular users of social media). Responses were collected by the Semantic Differential scale and analyzed with CB-SEM via AMOS. The design of applied research is cross-sectional, as data collection is applied at a specific time to analyze the interaction between the dimensions of entertainment, brand loyalty, and the mediating role of customer engagement and brand trust. The results show that entertainment, as one of the main dimensions of social media marketing activities, has a significant positive effect on brand loyalty. In other words, stronger brand loyalty is developed if users enjoy or enjoy using social media platforms. The results show that entertainment is an important part of social media marketing, leading to brand loyalty. The results found that customer engagement and brand trust are mediators that further intensify the relationship between entertainment and brand loyalty. It seems that adding entertainment in the use of social media can lead to increased customer engagement and trust, which results in brand loyalty.
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The Influence of Entertainment on Brand Loyalty in Higher Education Through the Mediation of Customer Engagement and Brand Trust in Indonesia. (wizdan karim, Trans.). (2026). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 537-550. https://conference.unsil.ac.id/ismart/paper/view/121