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All Journal JURNAL ILMU EKONOMI & SOSIAL Jurnal Ilmiah Ekonomi Islam Hasanuddin Journal of Applied Business and Entrepreneurship Societas : Jurnal Ilmu Administrasi dan Sosial Musamus Journal of Business & Management Musamus Devotion Journal JURNAL MASYARAKAT NEGERI ROKANIA West Science Business and Management Jurnal Bisnis dan Manajemen West Science Journal of Innovative and Creativity
Wulan, Dewi Putri Anjar
Universitas Musamus
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : Journal of Innovative and Creativity

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Analysis of the Influence of Social Media Engagement, Ethical Branding, and Cultural Fit on Brand Authenticity Perception in the Food and Beverage Industry Tanti Widia Nurdiani; Riesna Apramilda; Tyahya Whisnu Hendratni; Dewi Putri Anjar Wulan; Sonya Sidjabat; Sukma Irdiana
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4248

Abstract

This study was conducted to evaluate the extent to which consumer engagement on social media, the application of ethical values ​​in brand strategy, and cultural fit influence perceptions of brand authenticity in the food and beverage industry. This study used a quantitative approach with a survey method involving 200 respondents. Participants were selected based on certain criteria, such as being at least 18 years old, actively using social media, following the official accounts of food and beverage brands in the past six months, and having experience purchasing products from brands promoted digitally. Partial analysis also revealed that social media engagement, ethical branding, and cultural fit each positively contribute to perceptions of brand authenticity. The higher the consumer engagement on social media, the more consistent the ethical practices implemented, and the more relevant the brand values ​​are to the consumer's culture, the stronger the authentic image formed. These findings enrich the academic discourse in the field of marketing and branding, while also providing practical guidance for business actors in building authentic, relevant, and resilient brand strategies in the increasingly complex competition of the food and beverage industry.
Co-Authors Anissa Rahma Wati Arief Yanto Rukmana Fauziah Umar Fenty Y. Manuhutu Fenty Y. Manuhutu Funnisia Lamalewa hesty tambajong Iqbal Arraniri Irdiana, Sukma Irfan Wildzan Muafa Jeliani - Lita Jeliani Lita Judijanto, Loso Laksono Trisnantoro Lina Affifatusholihah Lina Affifatusholihah, Lina Loso Judijanto Moh Gifari Sono Reni Indrawati Riesna Apramilda Riskia Pratiwi Nur Amalia Hasnas Sono, Moh Gifari Sonya Sidjabat Syamsudin Tanti Widia Nurdiani Tyahya Whisnu Hendratni