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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi Amsir Management Journal
Faturahman, Fahmi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Social Media Marketing, Brand Loyalty, and Entrepreneurial Growth: A Path toward Sustainable Business Advantage Putra, Pandi; Dinsar, Arfandy; Normazi, Nurul Najwa Binti; Ilahi, Andi Alfianto Anugrah; Faturahman, Fahmi
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 11 No 2 (2024): December
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v11i2.51213

Abstract

This study examines how social media marketing influences business sustainability through the mediating role of brand loyalty among micro, small, and medium enterprises in the trade sector. Academically, it advances marketing and entrepreneurship theory by integrating the Resource-Based View, Customer-Based Brand Equity, and Triple Bottom Line frameworks to explain how digital capabilities transform into sustainable competitive advantage. Using data from 200 respondents analyzed with Partial Least Squares–Structural Equation Modeling, the findings confirm that effective social media engagement enhances customer loyalty, which in turn drives sustainable business performance. The study reveals that digital marketing success is rooted in trust-based relationships rather than short-term promotion, emphasizing that relational value mediates technological advantage. These insights provide practical implications for MSME owners and policymakers to strengthen digital literacy, relational marketing, and sustainability-oriented strategies to ensure long-term business resilience in the evolving digital economy.
Social Media Marketing, Brand Loyalty, and Entrepreneurial Growth: A Path toward Sustainable Business Advantage Putra, Pandi; Dinsar, Arfandi; Normazi, Nurul Najwa Binti; Ilahi, Andi Alfianto Anugrah; Faturahman, Fahmi
Amsir Management Journal Vol 5 No 1 (2024): Oktober
Publisher : Fakultas Bisnis Institut Ilmu Sosial dan Bisnis Andi Sapada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56341/amj.v5i1.649

Abstract

This study examines how social media marketing influences business sustainability through the mediating role of brand loyalty among micro, small, and medium enterprises in the trade sector. Academically, it advances marketing and entrepreneurship theory by integrating the Resource-Based View, Customer-Based Brand Equity, and Triple Bottom Line frameworks to explain how digital capabilities transform into sustainable competitive advantage. Using data from 200 respondents analyzed with Partial Least Squares–Structural Equation Modeling, the findings confirm that effective social media engagement enhances customer loyalty, which in turn drives sustainable business performance. The study reveals that digital marketing success is rooted in trust-based relationships rather than short-term promotion, emphasizing that relational value mediates technological advantage. These insights provide practical implications for MSME owners and policymakers to strengthen digital literacy, relational marketing, and sustainability-oriented strategies to ensure long-term business resilience in the evolving digital economy.
Co-Authors Dinsar, Arfandi Dinsar, Arfandy Ilahi, Andi Alfianto Anugrah Normazi, Nurul Najwa Binti