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All Journal Matrik: Jurnal Manajemen, Strategi Bisnis, Dan Kewirausahaan
Popy Rufaidah
Universitas Padjajaran, Bandung, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Optimizing Customer Brand Engagement via Digital Marketing Strategy, Social Media Influencers, and Brand Equity: A Study on Ortuseight Fajar Firmansyah; Popy Rufaidah
MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN Vol. 20 No. 02 (2026)
Publisher : Faculty of Economics and Business Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/MATRIK:JMBK.2026.v20.i02.p04

Abstract

The growth of digital technology has established social media as a primary consumer touchpoint for brands utilizing influencer endorsements. This study examines how social media influencers and brand equity jointly affect customer brand engagement with Ortuseight running shoes in Indonesia. To address this objective, a survey was conducted with 202 current Ortuseight users, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that both social media influencers and brand equity positively and significantly influence customer brand engagement, though brand equity exerts a substantially stronger effect. Specifically, brand equity dimensions serve as primary drivers of long-term engagement, whereas influencer credibility and communication prompt active consumer interaction. Overall, these findings provide valuable strategic insights, suggesting that long-term brand equity building exerts a stronger influence on engagement than influencer campaigns alone, offering clear guidance for local brands’ digital strategies. 
Co-Authors Fajar Firmansyah