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All Journal The Eastasouth Management and Business Sanskara Manajemen dan Bisnis
Frans Sudirjo
Fakultas Ekonomika dan Bisnis, Universitas 17 Agustus 1945 Semarang
Decision Sciences, Operations Research & Management

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Pengaruh Pemasaran Pengalaman Storytelling Merek dan Keterlibatan Emosional terhadap Loyalitas Merek Studi Kasus Brand Fashion Lokal Indonesia Frans Sudirjo; Irmayanti Irmayanti; Sri Mulyono
Sanskara Manajemen Dan Bisnis Vol. 4 No. 01 (2025): Sanskara Manajemen dan Bisnis (SMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/smb.v4i01.688

Abstract

Penelitian ini meneliti pengaruh brand storytelling, experience marketing, dan emotional engagement terhadap loyalitas merek dalam konteks brand fesyen lokal Indonesia. Seiring meningkatnya persaingan dalam industri fesyen lokal, memahami faktor psikologis dan pengalaman yang membentuk loyalitas konsumen menjadi hal yang penting. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan dari 135 responden yang sebelumnya telah berinteraksi dengan atau membeli produk dari brand fesyen lokal. Kuesioner terstruktur dengan skala Likert 5 poin digunakan, dan data dianalisis menggunakan SPSS versi 25 melalui statistik deskriptif, uji validitas dan reliabilitas, analisis korelasi, serta regresi linier berganda. Temuan menunjukkan bahwa ketiga variabel—brand storytelling, experience marketing, dan emotional engagement—memiliki pengaruh positif dan signifikan terhadap loyalitas merek. Emotional engagement muncul sebagai prediktor terkuat, menunjukkan bahwa keterikatan emosional konsumen dengan sebuah merek memainkan peran penting dalam membentuk loyalitas jangka panjang. Hasil ini menekankan pentingnya mengintegrasikan narasi yang bermakna, pengalaman yang imersif, dan strategi branding emosional untuk memperkuat hubungan konsumen dalam industri fesyen lokal Indonesia.
Brand Love and Customer Engagement in Social Commerce Platforms among Indonesian Consumers Frans Sudirjo; Olayinka Funmi Babatunde; Precious Ayoade Arowolo; Ademola Mutiu Adekunle
The Eastasouth Management and Business Vol. 4 No. 03 (2026): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v4i03.1055

Abstract

This study investigates the relationships between brand affinity, customer engagement, and customer loyalty within social commerce platforms among Indonesian consumers. Grounded in relationship marketing and the Stimulus–Organism–Response (S-O-R) framework, the research adopts a quantitative approach to examine both direct and indirect effects among the constructs. Data were collected from 150 respondents using a structured questionnaire measured on a five-point Likert scale. The analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3. The results reveal that brand affinity has a significant positive effect on customer engagement and customer loyalty. Customer engagement also significantly influences customer loyalty, indicating its dominant role in shaping consumer commitment. Furthermore, mediation analysis confirms that customer engagement partially mediates the relationship between brand affinity and customer loyalty. These findings suggest that emotional attachment to a brand must be translated into active interaction to effectively generate loyalty in social commerce environments. This study contributes to the literature by integrating emotional and behavioral constructs within a unified framework and provides empirical evidence from an emerging market context. Practically, the findings offer strategic insights for businesses to enhance customer relationships through engagement-driven marketing approaches, thereby strengthening long-term loyalty in increasingly competitive digital marketplaces.
Co-Authors Ademola Mutiu Adekunle Irmayanti Irmayanti Olayinka Funmi Babatunde Precious Ayoade Arowolo Sri Mulyono