Citation:

Kenneth Adriel, Tommy Setiawan Ruslim. "Driving CGV Cinema Brand Loyalty: The Intermediary Role of Brand Satisfaction Between Social Media Marketing and Brand Trust" International Research Journal of Economics and Management Studies, Vol. 5, No. 1, pp. 81-91, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I1P110

Abstract:

Technology and digitalization have fundamentally reshaped patterns of entertainment consumption, shifting audiences away from live events and traditional cinema experiences toward digital alternatives such as streaming platforms, music applications, and online gaming. This transformation presents both opportunities and substantial challenges for conventional entertainment industries, as it reflects a significant change in consumer behavior. Understanding these changes—particularly in terms of audience preferences, usage frequency, and loyalty toward specific entertainment formats—has therefore become increasingly important. In this context, it is crucial to analyse the function of cinemas to comprehend how they can evolve and persist in providing value to consumers. This study examines the impact of social media marketing and brand trust on brand loyalty, utilising brand satisfaction as a mediating variable, specifically within the context of CGV cinemas in Jakarta. The study utilised a convenience sampling method, gathering data from 214 respondents who had utilised CGV products in Jakarta via an online questionnaire. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings indicate that social media marketing and brand trust have positive and significant effects on brand loyalty through brand satisfaction.

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Keywords:

Social Media Marketing, Brand Trust, Brand Satisfaction, Brand Loyalty, Cinema Industry, Consumer Behavior, Digital Entertainment, Service Marketing, PLS-SEM, Jakarta.