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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Jurnal Entrepreneur dan Entrepreneurship JURNAL EKOBIS DEWANTARA Jurnal Ilmiah Edunomika (JIE) Jurnal E-Bis: Ekonomi Bisnis Jurnal Berdaya Mandiri Jurnal Ilmiah ASET Jurnal ABDIMAS (Pengabdian kepada Masyarakat) UBJ Golden Ratio of Marketing and Applied Psychology of Business Golden Ratio of Mapping Idea and Literature Format Jurnal Ekonomika Dan Bisnis Nusantara Islamic Economic Journal SENTRI: Jurnal Riset Ilmiah International Journal of Entrepreneurship and Business Management International Journal of Economics, Management and Accounting International Journal of Economics, Business and Innovation Research Journal of Advanced Studies in Management
Komaryatin, Nurul
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The Influence of Digital Marketing and Social Media Engagement on Repurchase Intention with Customer Trust as a Mediating Variable in Fast Food Hidayat, Yudha Rahmat; Komaryatin, Nurul
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1758

Abstract

This study aims to examine the impact of Digital Marketing and Social Media Engagement on Repurchase Intention, with Customer Trust acting as a mediating variable among Mie Gacoan Jepara consumers. The background of the research is based on the growing trend of noodle consumption in Indonesia and high social media activity, which creates opportunities for culinary businesses to strengthen customer loyalty. A quantitative survey was conducted with 128 respondents who had purchased Mie Gacoan products at least twice. Data were analyzed using Partial Least Squares (PLS) with SmartPLS 4.0 software. The results show that Digital Marketing significantly and positively affects Repurchase Intention (β = 0.238; p = 0.016) and Customer Trust (β = 0.406; p = 0.000). Similarly, Social Media Engagement significantly influences both Repurchase Intention (β = 0.309; p = 0.001) and Customer Trust (β = 0.324; p = 0.007). Additionally, Customer Trust has a significant positive impact on Repurchase Intention (β = 0.314; p = 0.000). The analysis of indirect effects indicates that Customer Trust partially mediates the effects of Digital Marketing (t = 2.369; p = 0.018) and Social Media Engagement (t = 1.969; p= 0.049) on Repurchase Intention. In conclusion, Customer Trust plays a vital mediating role in strengthening the relationship between digital marketing strategies and repurchase intention. Therefore, Mie Gacoan should enhance its digital marketing and social media engagement strategies to maintain customer trust and promote repeat purchases.
Pengaruh Keterlibatan Pelanggan dan E-commerce terhadap Kinerja UMKM di Jepara dengan Inovasi Produk sebagai Variabel Intervening Nafia, Ilma; Komaryatin, Nurul
SENTRI: Jurnal Riset Ilmiah Vol. 5 No. 1 (2026): SENTRI : Jurnal Riset Ilmiah, Januari 2026
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v5i1.5593

Abstract

MSMEs face challenges in improving business performance amid increasingly fierce competition and shifts in consumer behavior in the digital era. Low customer engagement and suboptimal e-commerce use remain key constraints on leveraging digital opportunities. This study aims to analyze the effects of customer engagement and e-commerce utilization on MSME performance, with product innovation as a mediating variable. A quantitative approach was employed using a survey method, with data collected through questionnaires distributed to MSME owners in Jepara Regency. A total of 140 respondents were selected using purposive sampling, and the data were analyzed using Structural Equation Modeling (SEM) with SmartPLS version 4.0. The results indicate that customer engagement and e-commerce utilization have significant positive effects on product innovation and MSME performance. E-commerce shows a strong direct effect on product innovation (β = 0.589, p < 0.001) and MSME performance (β = 0.409, p < 0.001), while customer engagement significantly influences product innovation (β = 0.484, p < 0.001) and performance (β = 0.566, p < 0.001). Product innovation is also proven to mediate the relationship between customer engagement and MSME performance as well as between e-commerce and MSME performance. The model explains 67.8% of the variance in product innovation (R² = 0.678) and 59.4% of the variance in MSME performance (R² = 0.594), indicating a moderate to strong explanatory power. These findings highlight the importance of strengthening digital customer engagement strategies and optimizing e-commerce utilization to enhance innovation and improve MSME performance sustainably.
Co-Authors Ali Ali Anggraini, Filda Ayuni, Najwa Tri Diana Safitri Hanifa, Adinda Dwi Hermawan, Ahmad Bagus Bambang Heri Hidayat, Yudha Rahmat Joko Minardi, Joko Lestari, Ayu Dwi Loing, Chenly Masrurotun Masrurotun, Masrurotun Mohamad Rifqy Roosdhani Muhammad Khoiruddin Nafia, Ilma Nurul Huda Putra PR, M Rivi Putri, Salsabila Najichavida Rifqy Roosdhani, M. Rizqiya, A’azzul Muna Nala Rohmawati, Rikha Roosdhany, Rifqy Safira, Mutiara Samsul Arifin Setyowati, Desti Widagdo, Jati Widiyono, Aan Woelandari Pantjolo Giningroem, Dewi Sri Zeyn, Akhmad Khanif