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All Journal Ultima Management : Jurnal Ilmu Manajemen Dinasti International Journal of Education Management and Social Science Dinasti International Journal of Digital Business Management Ilomata International Journal of Management Dynamic Management Journal Feedforward: Journal of Human Resource Jurnal Penelitian dan Pengabdian Masyarakat
Singh, Rajesh Prettypal
Universitas Multimedia Nusantara
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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Journal : dynamic management journal

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EXPLORING YOUNG CONSUMERS’ BRAND ENGAGEMENT ON SOCIAL MEDIA: THE CASE OF SOCIOLLA THROUGH SELF-DETERMINATION THEORY Arinto, Boby; Singh, Rajesh Prettypal; Humairoh, Humairoh
Dynamic Management Journal Vol 9, No 3 (2025): July
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v9i3.14538

Abstract

This study investigates the influence of consumer motivation, based on Self-Determination Theory (SDT), on brand engagement and brand loyalty on social media, with a case study on Sociolla users in Greater Jakarta. A survey was conducted with 130 young female respondents who actively interact with Sociolla’s content on Instagram, TikTok, and other platforms. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4. The results indicate that autonomy, competence, relatedness, along with intrinsic and extrinsic motivation, have significant positive effects on brand engagement. Furthermore, brand engagement significantly affects brand loyalty. The model shows strong explanatory power, with R² values of 0.656 for brand engagement and 0.673 for brand loyalty. These findings emphasize the importance of fulfilling consumers’ psychological needs in digital content strategies. This study contributes to SDT-based branding literature and offers practical implications for beauty brands aiming to foster sustained engagement and loyalty in competitive social media environments.
SOCIAL MEDIA MARKETING, BRAND ENGAGEMENT, AND PURCHASE INTENTION TOWARD SOMETHINC AMONG YOUNG TIKTOK USERS Boby Arinto; Rajesh Prettypal Singh; Humairoh Humairoh
Dynamic Management Journal Vol. 10 No. 1 (2026): January
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v10i1.15574

Abstract

This study examines how Social Media Marketing Activities (SMMAs) on TikTok influence Consumer Brand Engagement (CBE) and Purchase Intention toward Somethinc, a leading Indonesian beauty brand. It also investigates whether Brand Trust moderates the relationship between CBE and Purchase Intention. The study focuses on TikTok users aged 18-30 years in Greater Jakarta who follow Somethinc and have previously interacted with its content. Data were collected through an online survey using purposive sampling, yielding 150 valid responses. The data were analysed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results show that all four SMMAS dimensions; entertainment, interactivity, trendiness, and electronic word-of-mouth, significantly enhance Consumer Brand Engagement. In turn, CBE has a strong positive effect on Purchase Intention, while Brand Trust also positively influences Purchase Intention but does not moderate the CBE-Purchase Intention relationship. This study contributes to digital marketing literature by demonstrating the central role of engagement in driving purchase intention among young social-media users, while offering practical insights for beauty brands seeking to optimise TikTok-based marketing strategies.
Co-Authors arinto, boby Boby Arinto Boby Arinto Humairoh Humairoh Humairoh, Humairoh Irvan Irvan Johny Natu Prihanto Muhammad Zaldi Maulidin Wanda Gema Hidayat Wanda Gema P.A. Hidayat Wanda Gema P.A. Hidayat Wanda Gema Prasadio Akbar Hidayat Yoanita Alexandra