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All Journal Sinergi International Journal of Management and Business
Francis Kortey Mac-Doqu
Ghana Education Service
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.
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

Abstract

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.
Co-Authors AHMAD RASYIDDIN Ardhya Arifah Zahro Puspo Dewi Dirgantari Ratih Hurriyati