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ABDUL MUJIB
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Journal : Khazanah Sosial

 1 
Exploring E-Commerce: Social Media’s Impact on Brand Awareness and Loyalty for Micro Businesses in Central Java Akbar, Ilham; Hanafi, Syafiq Mahmadah; Mujib, Abdul
Khazanah Sosial Vol 6, No 3 (2024): Khazanah Sosial
Publisher : UIN Sunan Gunung Djati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ks.v6i3.39180

Abstract

This research aims to determine the role of social media in influencing the development of brand awareness and consumer loyalty for micro-businesses in the e-commerce sector. Using a quantitative approach, a survey was conducted on 268 micro business owners who use Instagram in Central Java. Analysis was conducted through structural equation modeling to explore the relationship between the intensity and effectiveness of social media marketing, brand awareness, and consumer loyalty. The findings show that both the intensity and effectiveness of social media marketing have a significant impact on brand awareness, which in turn affects consumer loyalty. This research also identifies the direct influence of social media marketing on consumer loyalty, compared to its influence through brand awareness. The results of this study demonstrate the importance of strategic engagement on social media for e-commerce micro businesses, emphasizing that the quality of engagement is more important than its frequency. This study provides insight into how micro-businesses with limited resources can leverage social media to gain a competitive advantage in the e-commerce sector.
Exploring E-Commerce: Social Media’s Impact on Brand Awareness and Loyalty for Micro Businesses in Central Java Akbar, Ilham; Hanafi, Syafiq Mahmadah; Mujib, Abdul
Khazanah Sosial Vol. 6 No. 3 (2024): Khazanah Sosial
Publisher : UIN Sunan Gunung Djati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ks.v6i3.39180

Abstract

This research aims to determine the role of social media in influencing the development of brand awareness and consumer loyalty for micro-businesses in the e-commerce sector. Using a quantitative approach, a survey was conducted on 268 micro business owners who use Instagram in Central Java. Analysis was conducted through structural equation modeling to explore the relationship between the intensity and effectiveness of social media marketing, brand awareness, and consumer loyalty. The findings show that both the intensity and effectiveness of social media marketing have a significant impact on brand awareness, which in turn affects consumer loyalty. This research also identifies the direct influence of social media marketing on consumer loyalty, compared to its influence through brand awareness. The results of this study demonstrate the importance of strategic engagement on social media for e-commerce micro businesses, emphasizing that the quality of engagement is more important than its frequency. This study provides insight into how micro-businesses with limited resources can leverage social media to gain a competitive advantage in the e-commerce sector.
Co-Authors Abdul Rahman Shaleh Abdullah Hasibuan Abdurrubi Perwiragama, Salman Adi Fadli Aep Kusnawan, Aep Afiffah, Anggi Dhea Ai Badriah Akhmad Sodiq Akhyaruddin, Akhyaruddin Alamri, Mohammed Saeed A. Alaqoh, Shofwatul Alfitriana Purba Ali Sodiqin Amin, Rukhul Andri, Sri Anjarsari, Riana Annisa Anugrah, Yuli Dwi Yusrani Aqil, Rihab Said Asep Iwan Setiawan, Asep Iwan Aspandi, Aspandi Aulia Rihadatul Aisy, Tazkia Auvaizah, Navila Awaliyah, Robi’ah Azis, Ali Aziza Mutifani Hidayah azzarqa, azzarqa Bahrul Ulum Chaerul Firdaus, Muh. Nur Ridho Chairul Anam, Chairul Dalimawaty Kadir Dede Rosyada Desi Safitri Dewi Sadiah, Dewi Dewita, Azhari Dian Ayu Liana Dewi Didi Suryadi Eka, Sefri Aditya Elizatun, Elizatun Eriando Rizky Eris Harismasakti ETI KURNIAWATI Fadlilatul Munawaroh Fathurrohman, Asep Ahmad Fatoni, Isbet Firdaus, Dede Ridho Firmansyah Firmansyah Firmansyah Firmansyah Fitri Rima Hidayati Fitria Ikhrimadhani Hafiz, Abdul Halimul Maduwu Hanafi, Syafiq Mahmadah Hanifa, Nada Hapzi Ali Hasanudin Hasratuddin Siregar Hendri Kurniawan, Hendri Herlena, Winceh Hopipah, Eva Nur Huda, M Thoriqul Huda, M. Ikhwanul Humaidi, Zuhri Hunainah Hunainah, Hunainah Ibad, Taqwa Nur Ida Umami Ika Rosyidatul Fauziyah Ilham Akbar Ilham Akbar Imaduddin, Ilmir Rizki Imas Maesaroh Iqbal Tsani, Muhamad Irwanto Irwanto Ismail, Nurmikyana Izzah Fikroh Basyariyah Jajat sudrajat Jamalulel, Habib Alwi Karimatul Khasanah, Karimatul Khairudin, Ahmad Vardin Khoiriyah, Amri Khoirurrijal Khoirurrijal Khoirurrijal Khoirurrijal, Khoirurrijal Kusaeri Kusmastuti, Ines Prasheila Lestari, Retno Tri Lisnawati, Depi Lubis, Sofia Indriani Lubis, Sofia Indriani Lubis, Sopian M. Abzar Duraesa MADE PRAMONO Maharani, Mega Utami Maripah, Maripah Masdariah, Een Masyhuri, Muhammad Maya, Iklilah Arum Mayla Cindy Carmeliasari Miftahul Zannah Moh. Husen, Moh. Moh. Iklil Albahij Moh. Jeweherul Kalamiah Mubaidi Sulaeman Mubarak, Mubarak - Muhamad Fajri Muhammad Hasan Basri Mukayat Al-Amin Mukhtar Hadi Mulqiyah, Hilma Muna, Alfina Nailul Murniasih, Eri Mustika Ramadhani, Fahmi Nabila Salsabila Iswar Nabilah, Deva Nanang Asfufi Nasution, Alhafidh Nila Lestari Novila, Sheila Novita, Dwi Nugraha, Enung Nugraha, Mizwar Luthfiansyah Nur Kholis Nur, Fauzan Nursalam Nurul Khikmah Nuzul Hidayah, Robiah Panani, Muh Jihan Putri, Ayu Septiana putri, Putri Wulandari Qomaria, Lailatul Rahma, Hilda Syifa Rahmah Mawadah, Atina Rahman, Moh. Taufiqur Rena, Syahidah Ridho, Hilmi Rifaudin, Ahmad Riswanto, Dodi Riswanto, Dody Romdhani, Nizar Zikri RR. Ella Evrita Hestiandari rukhul amin Rustandi, Ridwan Safrida Napitupuluh Salimah Nailulmuna, Syarifah Salsyabila, Nabila Satriah, Lilis - Sawitri, Utari Septiani, Intan Widiya Shaleh, Abdul Rahman Shobirin, Muhammad Shobirin Sirajudin Sirajudin Siregar, Rama Nida Siti Sakinah, Siti Sufyani Prabawanto, Sufyani Sukma Inaya Sukma Inayah Sururin, Sururin Sutikno Sutikno Suwenti, Reni Taher, Zahdi Tarihoran, Nafan Taufik Alamin Ubaidillah Ubaidillah Ulum, Misbahul Waddin, Moch Aufal Hadliq Khaiyyul Millati Wahyudinata, Davit Wibawa, Aditya Setiaji Widya Prasetyanti Winda Sari Br Panjaitan Yulis Widhiastuti Yuyun Yunita Zahdi Taher Zain, Sri Kurnia Zainal Abidin Zainal Muttaqin