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All Journal Sinergi International Journal of Management and Business
Puspo Dewi Dirgantari
Indonesia University of Education
Economics, Econometrics & Finance

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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

Abstract

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

Abstract

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

Abstract

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.
Co-Authors Ardhya Arifah Zahro Chuanchen BI Dedi Supiyadi Francis Kortey Mac-Doqu Musael Nur Aziza Nugraha Nugraha Ratih Hurriyati