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All Journal Indonesian Journal of Advanced Research (IJAR) Journal of Entrepreneurial and Business Diversity
Giantari, I Gst. Ayu Kt.
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media

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Creating Relationship Bonds: An Exploration of Brand Resonance Research SASTRINA, Tia; GIANTARI, I Gst. Ayu Kt.; SETIAWAN, Putu Yudi; SUASANA, I Gst. A. Kt. Gd.
Journal of Entrepreneurial and Business Diversity Vol. 2 No. 3 (2024): Journal of Entrepreneurial and Business Diversity. (July-September)
Publisher : PT. Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jebd.v2i3.124

Abstract

Purpose: Brand resonance is essential for organizations to understand as they seek to build stronger relationships with the public. Brands are expected to understand what drives the relationship between consumers and their brand and take steps to build brand resonance.Methodology:This article was prepared using the literature study research method by collecting data from other scientific works such as journals, international journals, and proceedings that discuss matters related to brand resonance, perceived value, brand experience, brand love, and social media marketing through stages of data collection and categorization of data from journals and paper proceedings related to brand resonance, perceived value, brand experience, brand love, and social media marketing.Findings: Brand resonance is the highest relationship that can be successfully built between a brand and its consumers in the form of behavioral Loyalty, attitudinal attachment, sense of community, and active engagement.Implication:In this literature review, several factors influence brand resonance between consumers and a brand: perceived value, brand experience, brand love, and social media marketing.
The Role of Brand Image in Mediating the Influence of Social Media Marketing on Repeat Purchase of Kober Mie Denpasar Customers Dinata, I Made Surya Yoga; Sukawati, Tjokorda Gde Raka; Suparna, Gede; Giantari, I Gst. Ayu Kt.
Indonesian Journal of Advanced Research Vol. 4 No. 7 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijar.v4i7.14973

Abstract

Repeat purchase describes a customer’s decision to repurchase the same product or service, reflecting their satisfaction and that their expectations have been fulfilled. This research explores how brand image mediates the relationship between social media marketing and repeat purchase behavior among customers of Kober Mie Denpasar. A total of 130 respondents, selected through purposive sampling, completed a structured survey, and their responses were analyzed using SEM‑PLS 3. The analysis reveals that social media marketing has a direct, positive, and statistically significant impact on repeat purchase intentions. It also enhances brand image, which in turn positively influences the likelihood of customers making repeat purchases. Moreover, brand image functions as a crucial mediator, intensifying the effect of social media marketing on repeat buying behavior. These results underscore the importance for businesses to develop compelling social media strategies that not only generate immediate sales but also cultivate a strong brand image to support lasting customer loyalty.
Co-Authors Dinata, I Made Surya Yoga Ekawati , Ni Wayan Gede Suparna I Gst. A. Kt. Gd. Suasana Julyastini , Ni Kadek Dwita Maharani, Ni Putu Devighita Tasya Putu Yudi Setiawan SASTRINA, Tia Suryantari, Ida Ayu Putu Tjok Gde Raka Sukawati