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Annisa Lisdayanti
Universitas Widyatama
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Social Sciences Other

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The effect of digital content quality and social media engagement on brand awareness of casual and streetwear fashion MSMEs: The mediating role of brand positioning among generation z consumers in Indonesia Annisa Lisdayanti; Irma Nilasari
Implementasi Manajemen & Kewirausahaan Vol 6 No 2 (2026): IMKA JOURNAL
Publisher : Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Wijaya Putra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38156/imka.v6i2.770

Abstract

This study examines how digital content quality and social media engagement shape brand awareness among Indonesian casual and streetwear fashion MSMEs, positioning brand positioning as an intervening (mediating) mechanism that channels these effects for Generation Z consumers. Using a cross-sectional online survey, data were collected from 150 respondents and analyzed with partial least squares structural equation modeling (PLS-SEM, SmartPLS 4). The model demonstrated an acceptable approximate fit (SRMR = 0.059) and explained 59.2% of the variance in brand positioning and 72.8% in brand awareness. Among the predictors, social media engagement recorded the largest total effect on brand awareness (0.534), followed by content quality (0.399); these magnitudes are interpreted comparatively rather than as evidence of causal dominance. Brand positioning partially mediated both relationships, with the indirect path accounting for 23.1% of the total effect for content quality and 19.3% for engagement (variance accounted for, VAF), indicating a predominantly direct pathway complemented by a positioning-mediated one. The findings extend consumer-based brand equity theory into algorithm-driven digital ecosystems and suggest that, rather than allocating fixed budget shares, MSMEs should prioritize engagement-building, supported by consistent content quality and a clearly differentiated positioning, to cultivate sustainable awareness among Generation Z.
Co-Authors Artarina D. A. Samoedra Artarina D. A. Samoedra Artarina Dewi Asri Samoedra Ayuningtyas Yuli Hapsari Dalimunthe, Gallang Perdhana Dicky Jhon Anderson Butarbutar Dinda Kayani Putri Bestari Dinda Kayani Putri Bestari Dinda Kayani Putri Bestari Dinda Kayani Putri Bestari Fansuri Munawar Gallang Dalimunthe Gallang Perdana Dalimunthe Ifa Latifah Irma Nilasari Iwan Ridwansyah Mariana Rachmawati Ni Putu Nurwita Pratami Wijaya Ni Putu Nurwita Pratami Wijaya Ni Putu Nurwita Pratami Wijaya Nisya Putri Agustia Pipin Sukandi Ryan Kurniawan Uce Karna Suganda Yelli Eka Sumadhinata