Consumer benefits received in the Instagram account on brand trust and commitment

• Muhammad Ansyarulah Syuhada, Gancar Candra Premananto Department of Management, Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia

Palabras clave: Instagram, Benefits, Brand, Trust, Commitment.

Resumen

This study aims to determine the effect of consumer benefits on active participation that has implications for brand trust and brand commitment. This study used a quantitative approach using SEM analysis with SmartPLS 3.0 program and primary data of 146 respondents who were followers of Instagram account @starbucksindonesia. The results showed that two types of consumer benefits affected the level of active participation followers namely social-psychological benefits (2,914> 1.65) and hedonic benefits (4,997> 1.65). In conclusion, some consumer benefits were able to influence active participation which has implications for brand trust and brand commitment.