• Bismoaziiz State University of Jakarta
  • Usep Suhud State University of Jakarta
  • Saparuddin State University of Jakarta



social media marketing, electronic word of mouth, consumer engagement, brand loyalty


This study aims to analyze social media marketing, electronic word of mouth, and consumer attachment to brand loyalty in Grab Indonesia. The research design used is quantitative research with a causal approach that examines the effect of exogenous variables (social media marketing, electronic word of mouth, and consumer attachment) on endogenous variables (brand loyalty). The population in this study were consumers of social media followers (Instagram) grab with an infinite number, therefore sampling was carried out using purposive sampling with the consideration of respondents as followers of Instagram grab with a minimum period of following is 6 months and has given "likes" to the grab Instagram posts. The sample used in this study were consumers of online transportation companies (grab) as many as 300 respondents. This research analysis tool uses a structural equation model (SEM). The results showed that the exogenous variables (social media marketing, electronic word of mouth, and consumer attachment) positively and significantly affect endogenous variables (brand loyalty). The variable that has the highest value in influencing brand loyalty is social media marketing. Meanwhile, the variable that directly influences brand loyalty with the lowest regression coefficient is electronic word of mouth.


Download data is not yet available.


Aaker, D. A. (2000). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press.

Abbasi, A. Z., Ting, D. H., & Hlavacs, H. (2016). A revisit of the measurements on engagement in videogames: A new scale development. Springer International Publishing, 247–252.

Ahmed, T. A., & K. Gomathy. (2020). Influence of Social Media Marketing on Customer Engagement. UGC Care Listed Journal, 40(59).

Akin, M. (2017). The impacts of brand personality on brand loyalty: A research on automobile brands in Turkey. International Journal of Marketing Studies, 9(2), 134.

Arora, R., Duggal, V., & Kaur, J. (2020). To study the impact of social media marketing on the buying behavior of millennial parents. Journal of Asia Entrepreneurship and Sustainability, 16(1), 57–91.

Bento, M., Martinez, L. M., & Martinez, L. F. (2018). Brand engagement and search for brands on social media: Comparing generations X and Y in Portugal. Journal of Retailing and Consumer Services, 43, 234–241.

Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 1(3), 31–40.

Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74.

Cheung, M. L., Pires, G. D., & Rosenberger, P. J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243–261.

Dissanayake, R., Siriwardana, A., & Ismail, N. (2019). Social media marketing and customer engagement: A review on concepts and empirical contributions. Kelaniya Journal of Management, 8(1), 71.

Djatmiko, T., & Novianto, A. (2016). The impact of brand image, brand trust towards brand loyalty of Indosat telecommunication operator customer in Bandung. 198–202.

Drury, G. (2008). Opinion piece: Social media: Should marketers engage, and how can it be done effectively? Journal of Direct Data Digit Marketing and Practice, 9(3), 274–277.

Durianto, D. (2004). Brand equity ten, strategi memimpin pasar (Brand equity ten, market leading strategy). PT Gramedia Pustaka Utama.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841.

Goyette, I., Ricard, L., & Bergeron, J. (2010a). E-WOM scale?: Word-of-mouth measurement scale for e-Services context. Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23.

Goyette, I., Ricard, L., & Bergeron, J. (2010b). E-WOM Scale?: Word-of-Mouth Measurement Scale for e-Services Context *. Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences de l’Administration, 23, 27(1), 5–23.

Grab. (2020). Grab Indonesia. Www.Grab.Com.

Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement, and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, 9(1), 21–40.

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development, and validation. Journal of Interactive Marketing, 28(2), 149–165.

Holmes-Smith. (2010). Structural equation modeling: From the fundamentals to advanced topics, school research, evaluation and measurement services, education & statistics consultancy, state line. Sage Publications Ltd.

Hootsuite. (2020). Global digital reports 2020. Hootsuite Inc. All Rights Reserved.

Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144.

Jalilian, H., Ebrahimi, E., & Mahmoudian, O. (2013). The effect of electronic word of mouth (eWOM) on consumer‘s purchase intention through customer-based brand equity (CBBE) (The case: Dell Laptop). Journal of Business Management, 4(14), 41–64.

Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet Research, 22(5), 591–612.

Kim, Angella J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brands. Journal of Business Research, 65(10), 1480–1486.

Kotler, P., Keller, K. L., Hoon, A. S., Meng, L. S., & Tiong, T. C. (2018). Marketing management: An Asian perspective. Pearson Education Limited.

Kozak, M. (2008). Finite and infinite populations in biological statistics: Should we distinguish them? The Journal of American Science, 4(1), 59–62.

Kozinets, R. V., Valck, K. de, Wojnicki, A., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89.

Kumparan. (2019, August). Survei KKI: Masyarakat lebih pilih pakai Gojek daripada Grab. Kumparan.Com. menunjukkan layanan Go-Ride,Jumat (2%2F8).

Kumparan. (2020). Riset: 64% penduduk indonesia sudah pakai internet. Kumparan. riset platform manajemen media,sudah terkoneksi dengan jaringan internet.

Kunz, W. H., Aksoy, L., Bart, Y., & Heinonen, K. (2017). Customer engagement in a big data world. Journal of Services Marketing, 31(2), 161–171.

Lidwina, A. (2020). Rata-rata setiap orang indonesia Punya 10-11 akun media sosial. Databox.Katadata.Co.Id.

López, M., & Sicilia, M. (2014). Determinants of E-WOM influence: The role of consumers’ internet experience. Journal of Theoretical and Applied Electronic Commerce Research, 9(1), 28–43.

Mollen, A., & Wilson, H. (2010). Engagement, telepresence, and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9/10), 919–925.

Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46.

Rangkuti, F. (2002). The power of brands: Teknik mengelola brand equity dan strategy pengembangan merk plus analis kasus dengan SPSS (The power of brands: Techniques for managing brand equity and brand development strategy plus case analysis with SPSS). Gramedia Pustaka Utama.

Rather, R. A., & Sharma, J. (2017). Customer engagement for evaluating customer relationships in the hotel industry. European Journal of Tourism, 8(1), 1–13.

Richter, A., & Koch, M. (2007). Social software status quo und Zukunft. Technischer Bericht, Fakultät Für Informatik. Universität Der Bundeswehr München.

Rizan, M., Handayani, K. L., & Kresnamurti, A. (2015). Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian. Jurnal Riset Manajemen Sains Indonesia, 6(1), 457.

Safko, L., & Brake, D. K. (2009). The social media bible: tactics Tools & for business success. John Wiley & Sons.

Savitri, A., & Suhud, U. (2018). Investigasi niat belanja ulang ke toko pakaian: Peran CRM, kepuasan Dan loyalitas pelanggan. LONTAR Jurnal Ilmu Komunikasi, 6(2), 76.

Savitri, C. (2017). E-wom for online bussines. Jurnal Manajemen Dan Bisnis Kreatif, 5(1), 74–82.

Schiffman, L., & Kanuk, L. (2005). Consumer behavior. In New York: McGraw Hill. Pearson Prentice Hall.

Semuel, H., & Putra, R. S. (2018). Brand experience, brand commitment, dan brand loyalty pengguna Apple Iphone di Surabaya (brand experience, brand commitment, and brand loyalty for Apple Iphone users in Surabaya). Jurnal Manajemen Pemasaran, 12(2), 69–76.

Seo, E. J., Park, J. W., & Choi, Y. J. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on airline social media users. Sustainability, 12(4), 1–18.

So, K. K. F., King, C., & Sparks, B. (2014a). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality and Tourism Research, 38(3), 304–329.

So, K. K. F., King, C., & Sparks, B. (2014b). Customer Engagement With Tourism Brands: Scale Development and Validation. Journal of Hospitality and Tourism Research, 38(3), 304–329.

Soares, A., Pinho, josé carlos, & Nobre, H. (2012). From social to marketing interactions: The role of social networks. Journal of Transnational Management, 17(1), 45–62.

Sorenson, S., & Adkins, A. (2014). Why customer engagement matters So much now. News.Gallup.Com.

Suhud, U., Puter, C. D., & Wibowo, S. F. (2017). Measuring brand loyalty of coffee shop visitors in Jakarta. ASEAN Marketing Journal, 9(1), 28–39.

Sun, Y., Gonzalez-Jimenez, H., & Wang, S. (2020). Examining the relationships between e-WOM, consumer ethnocentrism, and brand equity. Journal of Business Research, November 2018, 1–10.

Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266.

Vivek, S. D., Beatty, S. E., & Morgan, R. . (2012). Customer engagement: Exploring customer relationships beyond the purchase. Journal of Marketing Theory and Practice, 20(2), 122–146.

Wang, Y., & Yu, C. (2017). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management, 37(3), 179–189.

Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307.

Zheng, X., Cheung, C. M. K., Lee, M. K. O., & Liang, L. (2015). Building Brand Loyalty through User Engagement in Online Brand. Information Technology & People, 28(1), 280–299.




How to Cite

Bismoaziiz, Usep Suhud and Saparuddin 2021. INFLUENCE OF SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH AND CONSUMER ENGAGEMENT TO BRAND LOYALTY IN INDONESIA GRAB COMPANY. International Journal of Business and Social Science Research. 2, 2 (Feb. 2021), 16–26. DOI: