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All Journal Jurnal Informatika Ekonomi Bisnis Jurnal Informatika Ekonomi Bisnis
Lesmana, Alvin
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Economics, Econometrics & Finance

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The Power of Community Marketing: How Brands Are Building Loyal Audiences Lesmana, Alvin
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 2 (June 2025)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v7i2.1133

Abstract

This study investigates the impact of community marketing on audience loyalty, focusing on the mediating roles of brand trust and customer engagement. Utilizing a quantitative research design, data were collected through an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that community marketing has a significant direct effect on audience loyalty, while also exerting indirect influence through brand trust and customer engagement. Both mediators were found to significantly strengthen the relationship between community marketing and audience loyalty, with customer engagement showing a particularly strong mediating effect. These findings contribute to a deeper understanding of how community-oriented strategies foster trust, increase active participation, and ultimately build lasting consumer loyalty. The study provides theoretical and practical implications for marketers aiming to develop sustainable, relationship-based brand strategies in the digital era.
The Power of Community Marketing: How Brands Are Building Loyal Audiences Lesmana, Alvin
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 2 (June 2025)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v7i2.1133

Abstract

This study investigates the impact of community marketing on audience loyalty, focusing on the mediating roles of brand trust and customer engagement. Utilizing a quantitative research design, data were collected through an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that community marketing has a significant direct effect on audience loyalty, while also exerting indirect influence through brand trust and customer engagement. Both mediators were found to significantly strengthen the relationship between community marketing and audience loyalty, with customer engagement showing a particularly strong mediating effect. These findings contribute to a deeper understanding of how community-oriented strategies foster trust, increase active participation, and ultimately build lasting consumer loyalty. The study provides theoretical and practical implications for marketers aiming to develop sustainable, relationship-based brand strategies in the digital era.
The Role of TikTok Content Virality in Shaping Gen Z’s Purchase Intentions Lesmana, Alvin
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 4 (December 2025): Accepted
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v7i4.1301

Abstract

The rapid growth of social media, particularly TikTok, has reshaped marketing communication and consumer behavior, especially among Generation Z (Gen Z). This study aims to examine the role of TikTok content virality in shaping Gen Z’s purchase intentions in Pontianak City. A quantitative survey approach was employed with 225 Gen Z respondents who had been active TikTok users for at least the past six months. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS. The findings indicate that TikTok content virality significantly influences Gen Z’s purchase intentions, both directly and indirectly through mediating variables: user engagement, emotional response, and trust/credibility. Furthermore, the moderation analysis reveals that brand trust and influencer credibility strengthen the relationship between content virality and purchase intentions. This suggests that the effectiveness of viral content is determined not only by its reach but also by the degree of consumer trust in both the brand and the content creator. Theoretically, this research contributes to digital marketing literature by reinforcing the Stimulus-Organism-Response (SOR) model and the Theory of Planned Behavior (TPB) within the TikTok marketing context. Practically, it provides valuable insights for marketers to design authentic, interactive, and credible content that sustainably enhances Gen Z’s purchase intentions.
The Role of TikTok Content Virality in Shaping Gen Z’s Purchase Intentions Lesmana, Alvin
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 4 (December 2025)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v7i4.1301

Abstract

The rapid growth of social media, particularly TikTok, has reshaped marketing communication and consumer behavior, especially among Generation Z (Gen Z). This study aims to examine the role of TikTok content virality in shaping Gen Z’s purchase intentions in Pontianak City. A quantitative survey approach was employed with 225 Gen Z respondents who had been active TikTok users for at least the past six months. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS. The findings indicate that TikTok content virality significantly influences Gen Z’s purchase intentions, both directly and indirectly through mediating variables: user engagement, emotional response, and trust/credibility. Furthermore, the moderation analysis reveals that brand trust and influencer credibility strengthen the relationship between content virality and purchase intentions. This suggests that the effectiveness of viral content is determined not only by its reach but also by the degree of consumer trust in both the brand and the content creator. Theoretically, this research contributes to digital marketing literature by reinforcing the Stimulus-Organism-Response (SOR) model and the Theory of Planned Behavior (TPB) within the TikTok marketing context. Practically, it provides valuable insights for marketers to design authentic, interactive, and credible content that sustainably enhances Gen Z’s purchase intentions.
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