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Belgiawan, Prawira Fajarindra
School of Business and Management, Institut Teknologi Bandung
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Transportation Other

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Journal : Journal Integration of Management Studies

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Digital Engagement and Brand Experience as Drivers of Purchase Intention in the Packaged Bread Market Sakti, Satrio Pramanta; Rudito, Priyanto; Belgiawan, Prawira Fajarindra
Journal Integration of Management Studies Vol. 3 No. 3 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v3i3.393

Abstract

In response to the growing importance of digital engagement in the fast-moving consumer goods (FMCG) sector, this study examines the impact of social media engagement and sales promotion on brand awareness, customer experience, and purchase intention in Indonesia's packaged bread market. Employing the AISAS model as a theoretical lens and Structural Equation Modelling (SEM) using SmartPLS, data were gathered from 200 consumers across Java. Findings reveal that social media engagement and sales promotion significantly enhance brand awareness, which in turn has a strong influence on the customer experience. Importantly, how customers feel about their experience is the most significant factor in determining whether they will purchase, and product specifications do not matter. Because the study's findings indicate that digital interaction influences consumer behaviour more than product qualities, a gap in existing quantitative research on low-involvement products in emerging markets is addressed. The outcomes give academic insight and advice on tactics brands can use to earn steady customer loyalty.
Co-Authors Adzhani, Indira Ayu Akhmad Rizal Arifudin Amalia, Hanif Mentari Anggiana, Hanna Annisa Rahmani Qastharin Anzy Indrashanty Arsallia, Sheryta Bambang Pramono Cariera, David Dedy Cahyadi Dedy Sushandoyo Dimas Bayu Endrayana Dharmowijoyo Dirgoaji, Chrisnanda Mukti Elviana R. Simbolon Faridian Wirayat, Mohamed Yusuf Ferica, Michelle Fitri Aprilianty Gumilang, Muhammad Pring Ligar Hapsari, Yustisiana Tika Harimukti Wandebori Hasriwan Putra Herawati Herawati Herma Juniati Idham, Idham Ikhsani, Nadine Maura Ikhsani, Nadine Maura Intariani, Diah Dewi Irawati Andriani Liane Okdinawati LIANE OKDINAWATI, LIANE Lidia Mayangsari Listantari Listantari Maria Magdalena Marlia Herwening Mayangsari, Lidia Muhamad Abdilah Ramdani MUHAMAD RIZKI Muhammad Rafi Fathurahman Muharrama, Rivadi Ariq Mursyid Hasan Basri Mustika Sufiati Purwanegara Natalie, Gabriella Nisful Laila Nur Alim, Muhammad Iqbal Oktofa yudha Sudrajad Persada, Satria Fadil Putri, Christina Ari Pramono Putri, Navissa Syahnindita Raden Aswin Rahadi Ramadhan, Mochamad Ramadhan, Yusuf Afif Reslyana Dwitasari Reza Ashari Nasution Rita Pasaribu Rudito, Priyanto Sakti, Satrio Pramanta Salsabila, Unik Hanifah Samardhya, Kalyana Anjani Santoso, M. Setyawan Satara, Ashifa Setiawan, Christoforine Agatha Subekti, Muhammad Raka Rio Imam Subiakto Soekarno Suci Susanti Sudarso Kaderi Wiryono Sugiyanto Sugiyanto Suwarno, Bukky Tanzil, Devina Tri Basuki Joewono Umiyatun hayati Triastuti Utari, Beatrice Amabella Wardhana, Sokha Wawan Dhewanto Win Akustia Windasari, Nila Armelia Wirayat, Mohamed Yusuf Faridian Yessi Gusleni Yudha, Jerry Pima yuveline aurora