Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 9 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

THE INFLUENCE OF EMOTIONAL BRANDING AND SOCIAL MEDIA ENGAGEMENT ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION AS A MEDIATING VARIABLE AMONG GRAB USERS IN SURABAYA

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  • I Made Dewa Ardianata,
  • Muhammad Fachmi
I Made Dewa Ardianata
Universitas Negeri Surabaya
Muhammad Fachmi
Universitas Negeri Surabaya
DOI: https://doi.org/10.2238/e0txxb85

Published 2026-08-09

Keywords

  • Emotional Branding,
  • Social Media Engagement,
  • Customer Satisfaction,
  • Customer Loyalty,
  • Grab

How to Cite

THE INFLUENCE OF EMOTIONAL BRANDING AND SOCIAL MEDIA ENGAGEMENT ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION AS A MEDIATING VARIABLE AMONG GRAB USERS IN SURABAYA. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(9). https://doi.org/10.2238/e0txxb85

Abstract

The rapid growth of competition in the online transportation service sector has driven strategic approaches to enhance customer loyalty. This study aims to analyze the influence of emotional branding and social media engagement on customer loyalty through customer satisfaction as a mediating variable among Grab users in Surabaya. This research adopts a quantitative approach using the Covariance-Based Structural Equation Modeling (CB-SEM) data analysis method, processed with AMOS 22 version software. The sampling technique utilized non-probability sampling, involving 200 respondents residing in Surabaya who are active Grab users. The results of the study indicate that: (1) emotional branding has a positive and significant effect on customer satisfaction; (2) social media engagement has a positive and significant effect on customer satisfaction; (3) emotional branding does not have a significant direct effect on customer loyalty; (4) social media engagement does not have a significant direct effect on customer loyalty; (5) customer satisfaction has a positive effect and is the most dominant factor in forming customer loyalty; (6) emotional branding has a positive and significant effect through customer satisfaction; and (7) social media engagement has a positive and significant effect through customer satisfaction.
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