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The Impact of Social Media Marketing on Customer Loyalty: The Mediating Role of Brand Awareness in Skintific Products Ardhya Arifah Zahro; Ratih Hurriyati; Puspo Dewi Dirgantari; Francis Kortey Mac-Doqu
Sinergi International Journal of Management and Business Vol. 4 No. 2 (2026): May 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijmb.v4i2.917

The skincare industry in Indonesia is growing rapidly, with Skintific becoming one of the popular brands among young consumers. This study investigates the effect of social media marketing on customer loyalty among 157 Skintific users in Bandung, specifically testing the mediating mechanism of brand awareness. The analysis was conducted using Hayes’ PROCESS. Model 4 in SPSS 26, employing bootstrapping to validate the indirect effects. The result show social media marketing have a positive effect on brand awareness and customer loyalty, with brand awareness playing a significant mediator. This study fills in the gaps in previous studies on the role of brand awareness in the relationship between social media marketing and customer loyalty, using the PROCESS Hayes Model 4. The R2 value for the brand awareness model was 0.7046 and the customer loyalty model was 0.8090 showed that the independent variables in this study were able to explain the variation of 70.46% and 80.90% of the dependent variables, respectively. These results confirm that the research model has a very strong explanatory power (excellent) of the phenomenon being studied. Previous research has said that social media marketing has no effect on customer loyalty but this study fills a gap in previous research that social media marketing will increase customer loyalty by adding brand awareness mediation. Social media marketing is an important strategy to build customer loyalty, especially through increasing Fbrand awareness. Brands must optimize creative content on social media to maintain loyalty in a competitive market.

Viral Marketing Dynamics and Consumer Behavior in the Digital Age: A Systematic Literature Review Musael Nur Aziza; Ratih Hurriyati; Puspo Dewi Dirgantari
Sinergi International Journal of Management and Business Vol. 4 No. 2 (2026): May 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijmb.v4i2.918

Viral marketing has evolved from traditional word-of-mouth into a complex ecosystem shaped by algorithms, artificial intelligence, psychological mechanisms, and cross-platform interactions. This study synthesizes empirical findings from 2015–2025 to identify the cognitive, affective, and technological determinants influencing viral marketing effectiveness across multiple industries. Unlike prior reviews that primarily emphasized emotional triggers or structural network mechanisms, this study integrates technological, cognitive, and affective dimensions within a PRISMA-2020-guided Systematic Literature Review (SLR). Using Scopus as the primary database, complemented by metadata extraction through the Watase UAKE tool, a total of 34 peer-reviewed journal articles were analyzed. Findings reveal three key dimensions: (1) cognitive mechanisms such as credibility judgment and information diagnosticity; (2) affective triggers involving emotional arousal that shapes sharing and engagement; and (3) technological enablers including AI-driven seed targeting, optimization algorithms, and budget allocation models. The results highlight that viral marketing success emerges from the interaction between emotional activation, cognitive evaluation, and algorithmic amplification. Future research should explore cross-platform diffusion, ethical concerns regarding AI-personalization, and long-term consumer behavioral trajectories.

Digital Word of Mouth and Consumer Decisions in Islamic Banking: Unpacking the Mediating Role of Trust Dedi Supiyadi; Ratih Hurriyati; Puspo Dewi Dirgantari; Nugraha Nugraha; Chuanchen BI
Sinergi International Journal of Management and Business Vol. 4 No. 2 (2026): May 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijmb.v4i2.946

This study examines how electronic word-of-mouth (e-WOM) influences consumer purchase intention in Indonesia’s Islamic banking sector, with trust positioned as a central mediating mechanism. Using survey data from 177 users of Islamic digital banking services and Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings reveal that while e-WOM significantly enhances consumer trust, it does not exert a direct effect on purchase intention. Instead, trust fully mediates the e-WOM–purchase intention relationship, indicating that digital social information becomes behaviorally relevant only after it is internalized as institutional and Sharia-based trust. This study offers a clear theoretical contribution by integrating the Information Adoption Model (IAM) and the Theory of Planned Behavior (TPB) within the context of Islamic banking, demonstrating that information credibility alone is insufficient to drive intention without trust-based evaluation. Empirically, the Indonesian context is particularly salient given the persistent gap between the country’s large Muslim population and the relatively low market share of Islamic banking, highlighting trust as a critical psychological barrier. The findings extend digital marketing and Islamic finance literature by clarifying the conditional pathway through which e-WOM influences intention in high-risk, value-based financial services. Managerially, the results emphasize the importance of credible, transparent, and value-aligned digital communication strategies to cultivate trust.

Customer Loyalty in The Restaurant Business Sector: Analyzed Through Multidimensional Customer Equity Wufron; Ratih Hurriyati; Puspo Dewi Dirgantari
Sinergi International Journal of Management and Business Vol. 4 No. 1 (2026): February 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijmb.v4i1.910

This study examines the effects of Value Equity, Brand Equity, Relationship Equity, and Financial Equity as a novel extension of the customer equity framework on Customer Loyalty in the restaurant sector in Garut Regency. The study employs a quantitative survey-based approach using Structural Equation Model Partial Least Square, with data collected from 100 restaurant customers selected through purposive sampling. The findings reveal that Brand Equity and Relationship Equity have a positive and significant influence on Customer Loyalty, whereas Value Equity and Financial Equity show positive but insignificant effects. The insignificance of Value and Financial Equity may reflect contextual factors, such as relational-oriented consumer behavior and limited sensitivity to financial considerations in local restaurant choices. The results confirm the multidimensional nature of Customer Equity and highlight the dominant role of Brand and Relationship Equity in fostering loyalty. The inclusion of Financial Equity provides a theoretical contribution by extending the customer equity model in the context of MSMEs in a developing region.

Driving Sustainable Competitiveness Through Holistic Marketing and Esg: An Empirical Study on Msmes in Sukabumi Regency, Indonesia Widy Muchamad; Ratih Hurriyati; Puspo Dewi Dirgantari
Sinergi International Journal of Management and Business Vol. 4 No. 1 (2026): February 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijmb.v4i1.913

This study examines the influence of Holistic Marketing on the Sustainability of Micro, Small, and Medium Enterprises (MSMEs) in Sukabumi Regency, with Environmental, Social, and Governance (ESG) as the mediation variable. This topic is very crucial because even though MSMEs are the backbone of the national economy, the majority still face significant obstacles in internalizing the sustainability values needed to maintain competitiveness in the digital economy era. In particular, this study fills a gap in the literature by exploring how a holistic marketing approach can be a key driver of ESG adoption in developing countries. Using a quantitative approach with the Structural Equation Modeling - Partial Least Squares (SEM-PLS) technique, data was collected from 200 MSME actors. The results of the analysis showed that Holistic Marketing had a significant positive effect on ESG (β = 0.566; p <0.001), indicating that comprehensive and digital-centric marketing strategies successfully improve ethical awareness and practices. ESG has a positive effect on Business Sustainability (β = 0.375; p <0.001) and has been shown to play a role as a partial mediator that strengthens the direct influence of Holistic Marketing on Business Sustainability (β = 0.329; p <0.001). The primary novelty of this study lies in the empirical evidence that the integration of digital-based holistic marketing and ESG represents a vital mechanism for MSME resilience in developing regions, a model that has been rarely explored in empirical research in Indonesia.

Social Media Marketing and Repurchase Intentions in Sharia Hotels: The Mediating Influence of Brand Awareness AHMAD RASYIDDIN; Ratih Hurriyati; Puspo Dewi Dirgantari; Francis Kortey Mac-Doqu
Sinergi International Journal of Management and Business Vol. 4 No. 1 (2026): February 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijmb.v4i1.923

The Islamic hospitality industry faces a tough challenge in maintaining repurchase intentions amid increasingly fierce competition. Although social media marketing activities (SMMAs) have become the dominant strategy, the psychological mechanisms that explain the conversion of these activities into repetitive buying behaviors are still not optimally internalized; This is reflected in the empirical paradox in which increased digital investment successfully attracts new visitors, but fails to prevent a drastic decline in retention rates. This causal explanatory research aims to analyze the role of brand awareness (BA) mediation in the relationship between SMMA and buyback intention (RI) in the context of Islamic boarding houses, as well as validate relevant theoretical frameworks. Using the Partial Smallest Square Structural Equation Modeling (PLS-SEM) on a sample of 98 respondents who are actual customers of Islamic boarding schools in West Java, the results of the study prove that SMMA has a significant effect on the Republic of Indonesia, both directly and indirectly through the mediation of BA. In particular, Brand Awareness has been shown to act as a significant partial mediation mechanism, while also confirming the Stimulus-Organism-Response (S-O-R) Framework in the sharia hospitality market. These findings provide crucial practical implications for sharia lodging managers to shift the focus of their social media content strategy: optimizing efforts that consistently build brand recall and brand recognition instead of simply pursuing reach metrics), thus being able to transform brand awareness into continuous repeat buying behavior.

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