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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Journal of Community Service
Istiqomah Nurfitri
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Industrial & Manufacturing Engineering Social Sciences Other

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From Content To Continuity: The Role Of Engagement In Building Customer Stickiness On Social Media Nurfitri, Istiqomah
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 2 (2026): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i2.10201

Abstract

This study investigates how social media content shapes sustained consumer behavior in the bodycare industry by examining the roles of Relational Content (RLC) and Remunerative Content (REC) in driving Customer Engagement (CN), Customer Loyalty (CL), and Customer Stickiness (CS). A cross-sectional survey involving 220 Instagram users of Scarlett bodycare products was analyzed using PLS-SEM in SmartPLS 4. All measurement constructs met validity and reliability standards. The results reveal that both RLC and REC significantly enhance engagement and stickiness, with relational cues showing consistently stronger effects than transactional incentives. Engagement emerges as the most influential predictor of stickiness and also strongly contributes to loyalty, whereas loyalty does not significantly predict stickiness. These findings indicate that sustained platform use is more strongly driven by active engagement behaviors than by attitudinal loyalty alone. Practically, brands should prioritize relational content—such as storytelling, empathy, and community interaction—to cultivate deeper involvement, while using promotional content strategically to prompt initial or repeated participation. The study advances content marketing and engagement literature by demonstrating the superiority of relational cues over extrinsic rewards in fostering long-term behavioral continuity on social media. Limitations include the use of a single-brand context and cross-sectional design. Future studies may extend the model to other industries, platforms, or longitudinal settings to further examine how engagement evolves into loyalty and behavioral persistence.
PENINGKATAN SDM KOPERASI MERAH PUTIH UNTUK MENINGKATKAN KEUNGGULAN STRATEGIK DALAM MENGHADAPI PERSAINGAN Muhartini Salim; Rina Suthia Hayu; Istiqomah Nurfitri; M. Bima Eka Putra; Sukarti Dapati
Journal of Community Service Vol 8 No 1 (2026): JCS, June 2026
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56670/jcs.v8i1.416

Abstract

Program Pengabdian kepada Masyarakat ini bertujuan untuk meningkatkan kompetensi Sumber Daya Manusia (SDM) Koperasi Merah Putih Kota Bengkulu dalam rangka memperkuat keunggulan strategik dan daya saing koperasi di tengah dinamika persaingan usaha dan transformasi digital. Koperasi Merah Putih merupakan program nasional percepatan pembentukan koperasi desa/kelurahan yang dirancang sebagai pusat kegiatan ekonomi masyarakat berbasis gotong royong dan ekonomi kerakyatan. Namun, dalam implementasinya, koperasi menghadapi berbagai tantangan, terutama pada aspek kapasitas manajerial, kepemimpinan strategik, inovasi layanan, tata kelola profesional, dan adaptasi terhadap perubahan lingkungan bisnis. Permasalahan utama yang diidentifikasi adalah terbatasnya pemahaman dan kompetensi SDM koperasi dalam perspektif manajemen strategik, belum optimalnya perencanaan dan implementasi strategi bersaing, serta kurangnya pendampingan berkelanjutan dalam penguatan kelembagaan. Untuk menjawab permasalahan tersebut, kegiatan ini dilaksanakan melalui tiga pendekatan utama, yaitu: (1) sosialisasi dan Focus Group Discussion (FGD) mengenai pentingnya manajemen strategik dalam pengelolaan koperasi; (2) pelatihan manajemen strategik dan capacity building berbasis kebutuhan koperasi; serta (3) pendampingan praktis melalui coaching dan mentoring dalam penyusunan serta implementasi strategi koperasi. Luaran kegiatan meliputi terselenggaranya pelatihan dan pendampingan terjadwal, peningkatan pemahaman strategik peserta, tersusunnya rekomendasi strategi koperasi, serta meningkatnya kapasitas tata kelola yang profesional, adaptif, dan berdaya saing. Melalui pendekatan berbasis manajemen strategik, program ini diharapkan mampu mendorong Koperasi Merah Putih Kota Bengkulu menjadi lembaga ekonomi komunitas yang unggul, berkelanjutan, dan mampu memberikan nilai tambah bagi anggota serta masyarakat.
Co-Authors M. Bima Eka Putra Muhartini Salim Rina Suthia Hayu Sukarti Dapati