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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Greenation International Journal of Tourism and Management
Riesna Apramilda
Universitas Ibnu Sina, Indonesia
Economics, Econometrics & Finance

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The Influence of Social Media Marketing, Brand Authenticity, and Personalization Capability on Digital Brand Loyalty of E-Commerce Users Bekti Setiadi; Yuliani Istiqomah; Anastasia D'Ornay; Hendra; Riesna Apramilda; Andriya Risdwiyanto
Greenation International Journal of Tourism and Management Vol. 4 No. 2 (2026): (GIJTM) Greenation International Journal of Tourism and Management (June - Augu
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijtm.v4i2.1244

Abstract

This research aims to examine the impact of Social Media Marketing, Brand Authenticity and Personalization Capability on Digital Brand Loyalty of e-commerce customers. The research was quantitative in nature employing survey technique to the consumers of e-commerce platforms as respondents. The sampling technique used is purposive sampling. The data were collected by disseminating the online questionnaire through Google Forms. Multiple linear regression was used for data analysis after checking the validity and reliability of all study tools. The results of the study indicate that Social Media Marketing, Brand Authenticity and Personalization Capability have a positive and significant effect on Digital Brand Loyalty both partially and simultaneously. The value of the coefficient of determination indicates that the three independent variables can explain Digital Brand Loyalty. Of the three factors, Personalization Capability is the most significant factor affecting digital brand loyalty. The study findings show that the company’s ability to build communication through social media, create an authentic brand, and provide a personalized shopping experience are important strategies in increasing customer loyalty on e-commerce platforms.
The Influence of Digital Work Environment, Job Autonomy, and Employee Technology Acceptance on Employee Digital Innovation of Generation Z Employees in MSME Startups Haris Karyadi; Ade Suhara; Roy Setiawan; Riesna Apramilda; Hadi Peristiwo; Hery Purnomo
Greenation International Journal of Tourism and Management Vol. 4 No. 2 (2026): (GIJTM) Greenation International Journal of Tourism and Management (June - Augu
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijtm.v4i2.1282

Abstract

This research was conducted to find out the effect of Digital Work Environment, Job Autonomy, and Employee Technology Acceptance on Employee Digital Innovation of Generation Z workers in MSME businesses. This research was conducted by using a quantitative approach with survey technique on Generation Z workers who worked in different MSME startups in Indonesia. The sampling strategy used was purposive sampling. Data collection was conducted through the distribution of online questionnaires via Google Forms. Multiple linear regression was used for data analysis. The findings showed that Digital Work Environment, Job Autonomy, and Employee Technology Acceptance had a positive and significant effect on Employee Digital Innovation. The value of the coefficient of determination shows that the three independent variables can explain the variance of the Employee Digital Innovation. Of the three factors, the greatest effect on the growth of employee digital innovation is Employee Technology Acceptance. The research results show that the conducive digital working environment, the provision of job autonomy, and the high acceptance of technology are strategic factors to motivate generation Z employees to produce innovative technology-based ideas, processes, and solutions in the MSME startup environment.
Co-Authors Ade Suhara Anastasia D'Ornay Andriya Risdwiyanto Bekti Setiadi Hadi Peristiwo Haris Karyadi Hendra HERY PURNOMO Roy Setiawan Yuliani Istiqomah