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All Journal Transekonomika : Akuntansi, Bisnis dan Keuangan IIJSE
Wardhani, Herlina Kusuma
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Economics, Econometrics & Finance

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OWNED MEDIA: SYSTEMATIC LITERATURE REVIEW (SLR) Faradila, Fian Arifiona; Safitri, Indri; Wardhani, Herlina Kusuma
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 4 No. 2 (2024): March 2024
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v4i2.615

Abstract

E-marketing communications offer a great way to establish and enhance connections with customers. In this digital realm, there are various key strategies to consider. One of them is delivering relevant and captivating content that truly resonates with the target audience. Another strategy involves encouraging internet users to engage with the content by leaving comments, sharing their own content, or even participating in interactive games provided by the company. The main objective of this study is to gain a deeper understanding of the knowledge, characteristics, and impact of owned media on digital marketing. To conduct this research, the Preferred Reporting Items for Systematic Review and Meta Analysis related to owned media were utilized. Data was collected from multiple journal sites indexed in Scopus over a span of six years. The findings of this study reveal that having a large social media following does not necessarily translate to increased sales. In fact, owned social media platforms tend to be more effective for brands with a smaller number of followers. Additionally, while it may be tempting to adopt a one-size-fits-all global social media strategy, it is crucial to take into account the cultural context of each country. In countries with a high power distance, a more nuanced approach is required for owned social media to be truly effective. This research contributes to a better understanding of the functions of social media and provides valuable insights for developing effective marketing strategies.
Peran Green Brand Image dan Green Product dalam Membangun Loyalitas Konsumen Avoskin melalui Green Trust Wardhani, Herlina Kusuma; Sudarmiatin, Sudarmiatin; Rahayu, Wening Patmi
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7601

Abstract

Increased consumer awareness of environmental issues has driven a shift in preference and loyalty to environmentally friendly products. This research intends to investigate how green trust acts as a mediating factor in the link between green brand image and green products in relation to customer loyalty, particularly among Avoskin skincare users in Malang City. The methodology applied is quantitative, involving 186 participants chosen via non-probability sampling methods. The analysis of the data was carried out using the Structural Equation Modeling (SEM) technique through SmartPLS 4.0. The outcomes reveal that the green brand image and green product significantly influence both green trust and customer loyalty. Furthermore, it is confirmed that green trust serves as an important mediator in the impact of green brand image and green products on customer loyalty. These results highlight the critical nature of trust and enduring loyalty among environmentally conscious consumers. This research adds value to the establishment of sustainable marketing initiatives within Indonesia's skincare sector.
Co-Authors Faradila, Fian Arifiona Indri Safitri, Indri Sudarmiatin Wening Patmi Rahayu