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All Journal Paradigma : Journal of Science, Religion and Culture Studies Jurnal Pengabdian Masyarakat AbdiMas Jurnal Ilmu Manajemen (JIMMU) Journal of Multidisciplinary Academic JENIUS (Jurnal Ilmiah Manajemen Sumber Daya Manusia) Journal of Enterprise and Development (JED) Jurnal Ilmiah Manajemen Kesatuan Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Jurnal Bakti Bagi Bangsa Jurnal Manajemen Bisnis dan Organisasi ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar Neo Journal of economy and social humanities AKSIOMA : Jurnal Sains Ekonomi dan Edukasi
Diana Fajarwati
Esa Unggul University
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mechanical Engineering Physics Social Sciences Other

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Journal : Journal of Enterprise and Development (JED)

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Social Media Marketing Activities and Their Effect on Brand Loyalty Among Generations Fajarwati, Diana; Haliza, Tiya Nur
Journal of Enterprise and Development (JED) Vol. 6 No. 3 (2024): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v6i3.11170

Abstract

Purpose: The purpose of this study is to examine how age differences between Generation Z and Millennials influence the effectiveness of Social Media Marketing Activities (SMMA) on Consumer Brand Engagement (CBE) and brand loyalty.Method: This quantitative study utilized an online survey targeting 110 active TikTok users from Generation Z (ages 17-26) and Millennials (ages 27-42) who engage with personal care brands. Data were collected through purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS. The survey measured the impact of Social Media Marketing Activities (SMMA) dimensions—Interactivity, Informativeness, and Trendiness—on Consumer Brand Engagement (CBE) and brand loyalty.Result: The results reveal that age differences significantly influence the impact of Social Media Marketing Activities (SMMA) on Consumer Brand Engagement (CBE) and brand loyalty. While both Generation Z and Millennials respond positively to the SMMA dimensions of Informativeness and Trendiness, only Generation Z shows a significant relationship between Interactivity and CBE, highlighting distinct generational preferences in social media marketing effectiveness.Practical Implications for Economic Growth and Development: The study's findings suggest that adapting social media marketing strategies to the unique preferences of Generation Z and Millennials can enhance consumer engagement, increase brand profitability, and stimulate economic growth by promoting digital market competitiveness and encouraging innovation in the business sector.
Social Media Marketing Activities and Their Effect on Brand Loyalty Among Generations Fajarwati, Diana; Haliza, Tiya Nur
Journal of Enterprise and Development (JED) Vol. 6 No. 3 (2024): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v6i3.11170

Abstract

Purpose: The purpose of this study is to examine how age differences between Generation Z and Millennials influence the effectiveness of Social Media Marketing Activities (SMMA) on Consumer Brand Engagement (CBE) and brand loyalty.Method: This quantitative study utilized an online survey targeting 110 active TikTok users from Generation Z (ages 17-26) and Millennials (ages 27-42) who engage with personal care brands. Data were collected through purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS. The survey measured the impact of Social Media Marketing Activities (SMMA) dimensions—Interactivity, Informativeness, and Trendiness—on Consumer Brand Engagement (CBE) and brand loyalty.Result: The results reveal that age differences significantly influence the impact of Social Media Marketing Activities (SMMA) on Consumer Brand Engagement (CBE) and brand loyalty. While both Generation Z and Millennials respond positively to the SMMA dimensions of Informativeness and Trendiness, only Generation Z shows a significant relationship between Interactivity and CBE, highlighting distinct generational preferences in social media marketing effectiveness.Practical Implications for Economic Growth and Development: The study's findings suggest that adapting social media marketing strategies to the unique preferences of Generation Z and Millennials can enhance consumer engagement, increase brand profitability, and stimulate economic growth by promoting digital market competitiveness and encouraging innovation in the business sector.
Co-Authors Agustina, Noni Alie Sutjiadi Aulia, Shifa Cahya, Tarisya Oktavia Dwi Putranto Hadi Fadli, Jul Aidil Febrianto, Rachel Yuki Ellycia Gunawan Gunawan Haliza, Tiya Nur Hardianti Hardianti, Hardianti Ika Baskara Muhammad Arief Pratama, Achmad Difa Puji Astuti Ramadhan, Eza Anugerah Rhian Indradewa S. Djoko Sambodo Salbintan Fadilah Sari Sapto, Feri Nur Sari, Mayang Permata Setyo Supratno Sihotang, Indah Permata Sari Sofyan, Joel Faruk Sri Rahayu Ningsih Tantri Yanuar Rahmat Syah Tigor Maruhum Hutapea Wulan Setyo Astutik