The market for sauces and spices products is growing in Indonesia, and sambal
brands like Eat Sambel aim to capitalize on this trend through digital marketing.
This research examines the factors influencing customer brand engagement on
social media, focusing on the Eat Sambel brand on TikTok. The factors include
perceived brand interactivity and brand involvement, while the outcomes are brand
loyalty and brand trust. A survey was conducted using a 5-point Likert scale online
questionnaire, gathering data from 208 respondents. Results were analyzed using
structured equation modelling – partial least squares. Findings show that brand
involvement and perceived brand interactivity positively influence customer brand engagement. Additionally, customer brand engagement positively affects brand
trust and brand loyalty. Brand trust completely mediates the impact of customer brand engagement on brand loyalty. The evidence indicates that brand involvement
has a stronger impact on customer brand engagement than perceived brand interactivity, and brand trust has a greater influence on brand loyalty than customer brand engagement