THE EFFECT OF PERCEIVED USEFULNESS, PERCEIVED ENJOYMENT, BRAND TRUST FROM VIDEO REELS AS A SOCIAL MEDIA MARKETING STRATEGY ON CUSTOMER LOYALTY OF RETAIL STORE IN SUMMARECON MALL KELAPA GADING
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Jeaniefer Jeaniefer(1*)
Department of Digital Business, Faculty of Social Sciences and Humanities, University of Bunda Mulia
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Agung Stefanus Kembau(2)
Department of Digital Business, Faculty of Social Sciences and Humanities, University of Bunda Mulia
(*) Corresponding Author
Keywords:
Social Media Marketing, Perceived Usefulness, Perceived Enjoyment, Brand Trust, Customer Loyalty
Abstract
Amid rapid digitalization, social media has become a key platform where brands compete for consumer attention. This study explores how Instagram Reels affect customer loyalty by enhancing perceived usefulness, enjoyment, and brand trust in Summarecon Mall Kelapa Gading retail stores. Using a quantitative approach with purposive sampling, data was gathered from 111 respondents via surveys and analyzed using SmartPLS 4.1.0.9. The results indicate that social media marketing has a positive effect on perceived usefulness and enjoyment, whereas its influence on brand trust is negligible. Perceived usefulness strongly influences both brand trust and enjoyment. The study highlights Instagram Reels as an effective tool for boosting customer loyalty and offers insights for retail businesses and mall management. However, the sample primarily consists of young, active Instagram users, potentially underrepresenting the broader market. Ultimately, effective content is not just visually appealing but also builds meaningful customer connections.
Keywords: Social Media Marketing; Perceived Usefulness; Perceived Enjoyment; Brand Trust; Customer Loyalty
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References
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Suryatenggara, G. M., & Dahlan, K. S. S. (2022). The Effect of Perceived Usefulness, Perceived Ease of Use and Perceived Price on Customer Loyalty in Gojek Through Customer Satisfaction (Study on Gojek Apps Users in Jabodetabek). Journal of Business & Applied Management, 15(2), 171.
https://doi.org/10.30813/jbam.v15i2.3866
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Widodo, T., & Febrianti, I. V. A. (2021). Pengaruh Customer Engagement Terhadap Brand Loyalty Dengan Variabel Mediasi Brand Attachment Dan Customer Trust. Jurnal Mitra Manajemen, 5(5), 343–356. https://doi.org/10.52160/ejmm.v5i5.537
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Amelia, A., Hendrian, S., Solikhah, M., Kholipah, S. A., & Fahrezi, R. B. (2023). Analyze The Role Of Social Media In Increasing Customer Loyalty In Shopee’s Digital E-Commerce Business. Jurnal Indonesia Sosial Teknologi, 4(8), 941–948. https://doi.org/10.59141/jist.v4i8.667
Ananda, N. R. F., & Halim, E. (2022). Impact of Reels Video Marketing on Customers’ Purchase Intention. Journal of Social Science, 3(6), 2000–2015. https://doi.org/10.46799/jss.v3i6.489
Arofah, A. N. (2022). Pengaruh Perceived Usefulness, Perceived Enjoyment, Perceived Ease of Use, Perceived Value DAN Trust terhadap Online Repurchase Intention pada Konsumen Shopee Indonesia. Universitas Islam Negeri Raden Mas Said Surakarta.
Basuki, R., Tarigan, Z. J. H., Siagian, H., Limanta, L. S., Setiawan, D., & Mochtar, J. (2022). The effects of perceived ease of use, usefulness, enjoyment and intention to use online platforms on behavioral intention in online movie watching during the pandemic era. International Journal of Data and Network Science, 6(1), 253–262. https://doi.org/10.5267/J.IJDNS.2021.9.003
Dam, T. C. (2020). Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. Journal of Asian Finance, Economics and Business, 7(10), 939–947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939
Emplifi’s 2023 Social Media Trends Report Shows Instagram Reels Usage By Brands Up 86%. (2023). Emplifi. https://emplifi.io/press/instagram-reels usage-up-86-percent-by-brands
Erland, H,., R., & Eka Putri, C. (2020). Analisis Self-Disclosure Pada Fenomena Hyperhonest Di Media Sosial. Jurnal Pustaka Komunikasi, 3(2), 223–229. http://journal.moestopo.ac.id/index.php/pustakom
Ghozali, I., & Kusumadewi, K. A. (2023). Partial Least Squares Konsep, Teknik dan Aplikasi menggunakan SmartPLS 4.0 untuk penelitian Empiris (A. Heri (ed.); 1st ed.). Yoga Pratama.
Ghozali. (2016). Analisis Jalur (Path Analysis) Digunakan. July.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Roemer, E., Schuberth, F., & Henseler, J. (2021). HTMT2–an improved criterion for assessing discriminant validity in structural equation modeling. Industrial Management and Data Systems, 121(12), 2637–2650.
https://doi.org/10.1108/IMDS-02-2021-0082
Ibrahim, B. (2022). Social Media Marketing Activities and Brand Loyalty: A MetaAnalysis Examination. Journal of Promotion Management, 28(1), 60–90. https://doi.org/10.1080/10496491.2021.1955080
Instagram Users Statistics in Indonesia 2025 | Insta Active Users. (2025). Theglobalstatistics.Com
https://www.theglobalstatistics.com/indonesia instagram-users-statistics/
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kim, J. H., Kim, M., Park, M., & Yoo, J. (2021). How interactivity and vividness influence consumer virtual reality shopping experience: the mediating role of telepresence. Journal of Research in Interactive Marketing, 15(3), 502–525. https://doi.org/10.1108/JRIM-07-2020-0148
Kwon, J. H., Jung, S. H., Choi, H. J., & Kim, J. (2020). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product and Brand Management, 30(7), 990–1015.
https://doi.org/10.1108/JPBM-02-2020-2763
Latifah, N., Widayani, A., & Normawati, R. A. (2020). Pengaruh Perceived Usefulness Dan Trust Terhadap Kepuasan Konsumen Pada E- Commerce Shopee. BISMA: Jurnal Bisnis Dan Manajemen, 14(1), 82. https://doi.org/10.19184/bisma.v14i1.13550
Lee, D. H. (2023). The trinity of extended service quality, distinct perceived value, and customer loyalty facilitators. Asia Pacific Journal of Marketing and Logistics, 35(5), 1262–1287. https://doi.org/10.1108/APJML-01-2022-0048
Mal Kelapa Gading. (2025) Directory All Tenant Summarecon Mall Kelapa Gading. (2025). Malkelapagading.Com. Diakses tanggal 13 Mar. 2025, dari https://www.malkelapagading.com/directory
Pardede, R., Kiki, D., & Parsaroan, D. (2023). Metode Penelitian Bisnis (1st ed.). Nasmedia.
Puspaningrum, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand Trust. Journal of Asian Finance, Economics and Business, 7(12), 951–958. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951
Roemer, E., Schuberth, F., & Henseler, J. (2021). HTMT2–an improved criterion for assessing discriminant validity in structural equation modeling. Industrial Management and Data Systems, https://doi.org/10.1108/IMDS-02-2021-0082
Rouibah, K., Al-Qirim, N., Hwang, Y., & Pouri, S. G. (2021). The determinants of ewom in social commerce: The role of perceived value, perceived enjoyment, trust, risks, and satisfaction. Journal of Global Information Management, 29(3), 75–102. https://doi.org/10.4018/JGIM.2021050104
Sari, Y., & Prasetya, D. H. (2022). Literasi Media Digital Pada Remaja, Ditengah Pesatnya Perkembangan Media Sosial. Jurnal Dinamika Ilmu Komunikasi, 8(1), 12–25.
Sisova, A. (2023). Instagram Reels as an Effective Marketing Tool. 47 pages + 7 appendices.
Soekandar, A. J., & Pratiwi, P. (2023). Difusi Inovasi untuk Keberlanjutan Bisnis Ritel Kecil: Strategi Pemasaran Digital. Jurnal Ilmiah Manajemen, Ekonomi Dan Bisnis, 2(1), 81–99. https://doi.org/10.51903/jimeb.v2i1.596
Solomon, M. R. (2020). Consumer Behavior. r: Buying, Having and Being (13E ed.). Pearson.
Sugiyono, P. D. (2024). Metode Penelitian Kuantitatif (Setiyawami (ed.); 3rd ed.). ALFABETA.
Sulaeman. (2020). Survei: 70 Persen UMKM Berencana Jualan di Media Sosial. Retrieved from Liputan6: https://m.liputan6.com/bisnis/read/429460 2/survei 70-persen-umkm-berencanajualan-di-media-sosial
Suryatenggara, G. M., & Dahlan, K. S. S. (2022). The Effect of Perceived Usefulness, Perceived Ease of Use and Perceived Price on Customer Loyalty in Gojek Through Customer Satisfaction (Study on Gojek Apps Users in Jabodetabek). Journal of Business & Applied Management, 15(2), 171.
https://doi.org/10.30813/jbam.v15i2.3866
Susilo, S. R., Sander, O. A., & Anggraini, M. (2023). Strategies to Increase Purchase Intention of Local Brand in Indonesia: A Study of Social Media Marketing and the Role of Influencers. Journal of Business & Applied Management, 16(2), 91. https://doi.org/10.30813/jbam.v16i2.4583
Tahar, A., Riyadh, H. A., Sofyani, H., & Purnomo, W. E. (2020). Perceived ease of use, perceived usefulness, perceived security and intention to use e-filing: The role of technology readiness. Journal of Asian Finance, Economics and Business, 7(9), https://doi.org/10.13106/JAFEB.2020.VOL7.NO9.537
Tarigan, Z. J. H. (2024). The influence of social media marketing on customer loyalty through perceived usefulness of streaming technology, perceived enjoyment, and brand loyalty. International Journal of Data and Network Science, 8(2), 1001–1016. https://doi.org/10.5267/j.ijdns.2023.12.007
Widodo, T., & Febrianti, I. V. A. (2021). Pengaruh Customer Engagement Terhadap Brand Loyalty Dengan Variabel Mediasi Brand Attachment Dan Customer Trust. Jurnal Mitra Manajemen, 5(5), 343–356. https://doi.org/10.52160/ejmm.v5i5.537
Yohana F. C. P. Meilani, I. B. M. P. B., & Ian N. Suryawan, R. R. M. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, https://doi.org/10.24912/jm.v24i3.676
Published
2025-11-11
How to Cite
Jeaniefer, J., & Kembau, A. (2025). THE EFFECT OF PERCEIVED USEFULNESS, PERCEIVED ENJOYMENT, BRAND TRUST FROM VIDEO REELS AS A SOCIAL MEDIA MARKETING STRATEGY ON CUSTOMER LOYALTY OF RETAIL STORE IN SUMMARECON MALL KELAPA GADING. Journal of Management : Small and Medium Enterprises (SMEs), 18(3), 2003-2016. https://doi.org/10.35508/jom.v18i3.22138
Section
Articles
