Tech-Driven Strategies for Brand Loyalty: The Impact of Social Media Marketing On Trust And Equity in Fashion Brands

The aims of this study is to look into how social media marketing actions (SMMA) can build brand loyalty through trust and ownership in the brand. The research design used is quantitative, with the primary data source and the data collection method using questionnaires. The sample in this study is 390, and the sampling technique uses simple random sampling. This study adopted a measuring tool developed by previous research and used a Likert scale to conduct measurements. The survey results show that SMMA has an effect on brand trust, brand equity has an impact on brand trust, and brand equity has an effect on brand loyalty. The practical implication of this study is that business actors, especially in the fashion industry, must be able to increase SMMA consistency because it is proven to increase brand trust and brand equity, which in turn can encourage brand loyalty.