Pengaruh Digital Social Capital dan Digital Networking Capability terhadap Marketing Performance Produk Skincare Glad2Glow Melalui Customer Trust

Dewi Persika Sari; Rubiansyah Perdana Kusuma; Umi Kulsum

Authors

Dewi Persika Sari Universitas Islam Syekh Yusuf Tangerang
Rubiansyah Perdana Kusuma
Umi Kulsum

Keywords:

Digital Social Capital, Digital Networking Capability, Glad2Glow, Customer Trust, Marketing Performance

Abstract

This study aims to analyze the effects of Digital Social Capital and Digital Networking Capability on the Marketing Performance of Glad2Glow Skincare products, with Customer Trust as a mediating variable. This research employed a quantitative approach using a survey method. The population consisted of consumers of Glad2Glow Skincare products, with a sample of 100 respondents in Tangerang. Data were collected through questionnaires using a Likert scale, while data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS version 3. The results indicate that Digital Social Capital has no significant effect on Marketing Performance, but has a positive and significant effect on Customer Trust. Digital Networking Capability has a positive and significant effect on Marketing Performance, but does not have a significant effect on Customer Trust. Furthermore, Marketing Performance has a positive and significant effect on Customer Trust. The mediation analysis shows that Customer Trust fully mediates the effect of Digital Social Capital on Marketing Performance and fully mediates the effect of Digital Networking Capability on Marketing Performance. Therefore, Customer Trust is an important factor in improving the Marketing Performance of Glad2Glow Skincare products through the strengthening of digital social relationships and networks.

References

Cartwright, S., & Davies, I. A. (2022). The development of B2B social networking capabilities. Industrial Marketing Management, 106, 139–151. https://doi.org/10.1016/j.indmarman.2022.08.004

Dafit, A., Nur, S. A., Ilmu, T., Aprin, E., & Tidar, U. (2025). From social bonds to business performance: Exploring the dual mediation of online and offline social capital in digital innovation context. 8(2), 656–671.

Duong, T., Eduard, O., Fabia, A., Hettler, M., & Teuteberg, F. (2025). What drives individuals’ trusting intention in digital platforms? An exploratory meta-analysis. Management Review Quarterly, 75(4). https://doi.org/10.1007/s11301-024-00477-2

Games, D., Ananda, R. P., Sari, D. K., Abbas, A., & Patrisia, S. (2024). The role of social capital in innovation and performance: Evidence from women owned SMEs in a matrilineal society. 129–135.

Ghazi, D., Shafiq, M. A., Mohsin, M., Khan, A., Gul, R., Hussain, M., & Javaid, M. Q. (2023). Influence of social media marketing in the development of Customer Trust and satisfaction through the moderating role of electronic word of mouth. 3, 623–638.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM).

Hasyim, S. (2023). Building Marketing Performance through digital marketing and database-based networking capability in Indonesian SMEs.

Jeremy, J., Heng, L., & Santika, D. (2025). Impact of networking capability on Marketing Performance: The mediating role of customer orientation in MSMEs. 7(2), 465–472.

Kurniawan, R. (2020). Networking capability and firm performance: The mediating role of market orientation and business process agility. Journal of Business & Industrial Marketing. https://doi.org/10.1108/JBIM-01-2020-0023

Nursal, M. F., Hadita, H., Marundha, A., & Komariah, N. S. (2022). Determination of Marketing Performance: Display media, affiliate marketing and social media (literature review). 1(2), 83–93.

Nur, S. A., & Muafi, M. (2025). Link between dynamic capability and sustainable entrepreneurship: The mediation role of digital networking. Jurnal Siasat Bisnis, 29(1), 1–14. https://doi.org/10.20885/jsb.vol29.iss1.art1

Pratama, G., Ruswanti, E., & Anggraeni, A. (2025). Navigating the digital landscape: A systematic review of digital marketing. 10(2), 206–217.

Sari, F., & Rahman, A. V. (2026). Customer Trust as a mediator of digital marketing effects on consumer behavior: A systematic review. 5(May).

Wibowo, S., Farida, N., & Dewi, R. S. (2024). The influence of social capital and marketing capability on Marketing Performance through innovation as a mediating factor: Study of Batik Tulis Kebon Indah MSMEs in Bayat Klaten. Jurnal Bisnis dan Manajemen, 11(2), 149–170.

Worabay, P., Farida, N., & Listyorini, S. (2025). Social capital, product innovation, and Marketing Performance: The mediating role of social media marketing. 5(6), 518–528.