Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Business Administration and Entrepreneurship Innovation
Andi Pratama
Universitas Negeri Padang

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Leadership Perceptions on Service Quality Improvement in Higher Education: A Case Study of Indonesian Business Administration Programs Andi Pratama
Journal of Business Administration and Entrepreneurship Innovation Vol. 1 No. 2 (2024): Journal of Business Administration and Entrepreneurship Innovation
Publisher : Jurusan Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/baei.v1i02.7326

Abstract

This study investigates the impact of social media marketing on consumer engagement and brand loyalty among Generation Z in Indonesia, focusing on the role of social media engagement, content quality, and influencer partnerships. Utilizing a quantitative approach, data were collected from 500 respondents in Generation Z through an online survey, and the results were analyzed using Smart PLS for Structural Equation Modeling (SEM). Findings reveal that social media engagement and influencer partnerships significantly influence brand loyalty, with content quality serving as a key moderating factor. The study highlights that effective social media marketing strategies tailored to Generation Z’s preferences can strengthen brand loyalty and engagement. These insights offer practical implications for marketers looking to enhance brand loyalty in a digital landscape dominated by social media interaction
Co-Authors