Pengaruh Social Media Marketing Activities terhadap Brand Loyalty melalui Mediasi Brand Trust pada Zurich Indonesia

Abstract

Kemajuan teknologi informasi, khususnya media sosial, telah mengubah interaksi perusahaan dengan pelanggan, termasuk industri asuransi di Indonesia yang semakin mengandalkan pemasaran digital. Meskipun Zurich Indonesia memiliki keterlibatan tinggi di media sosial, tantangan mempertahankan loyalitas nasabah masih ada. Penelitian ini bertujuan menganalisis pengaruh social media marketing activities terhadap brand loyalty, menguji peran mediasi brand trust, dan merumuskan strategi peningkatan kepercayaan serta loyalitas merek. Penelitian dilakukan Februari–Agustus 2025 dengan pendekatan kuantitatif melalui survei kuesioner pada 200 nasabah aktif dan pengikut Instagram @zurichid. Data dianalisis menggunakan SEM-PLS. Hasil menunjukkan social media marketing activities berpengaruh positif signifikan terhadap brand loyalty dan brand trust, dengan brand trust memediasi hubungan keduanya. Rekomendasi strategi meliputi penguatan konten interaktif, kolaborasi dengan financial influencer, program referral, dan sesi Instagram Live bersama konsultan asuransi untuk meningkatkan keterlibatan, kepercayaan, dan loyalitas pelanggan.

The advancement of information technology, particularly social media, has transformed how companies interact with customers, including the insurance industry in Indonesia, which increasingly relies on digital marketing. Although Zurich Indonesia shows high social media engagement, challenges remain in maintaining customer loyalty. This study analyzes the influence of social media marketing activities on brand loyalty, examines the mediating role of brand trust, and formulates strategies to strengthen trust and loyalty. It was conducted from February to August 2025, the research applied a quantitative approach through a questionnaire survey of 200 active customers and Instagram followers of @zurichid. Data were analyzed using SEM-PLS. The results revealed that social media marketing activities had a positive and significant effect on both brand loyalty and brand trust, with brand trust significantly mediated their relationship. Recommended strategies included enhancing interactive content, collaborating with financial influencers, referral programs, and hosting Instagram Live sessions with insurance consultants to improve customer engagement, trust, and loyalty.