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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi jurnal niara JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) JURNAL MANAJEMEN MOTIVASI Journal of Economic, Bussines and Accounting (COSTING) EKONOMIS : Journal of Economics and Business IRJE (Indonesian Research Journal in Education) SEIKO : Journal of Management & Business SULTANIST: Jurnal Manajemen dan Keuangan Jurnal STEI Ekonomi Jurnal Ilmiah Manajemen Kesatuan International Journal Of Science, Technology & Management (IJSTM) Journal of Economics and Business UBS Interdisciplinary Social Studies Journal of Social Research Golden Ratio of Mapping Idea and Literature Format Husnayain Business Review Jurnal Pengabdian Masyarakat Akademisi International Journal of Entrepreneurship and Business Management Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal Research of Social Science, Economics, and Management The Eastasouth Management and Business eProceedings of Management Enrichment: Journal of Multidisciplinary Research and Development Business Management Research International Journal of Indonesian Business Review International Journal of Management and Digital Business Digital Innovation : International Journal Of Management Green Inflation: International Journal of Management And Strategic Business Leadership International Journal of Economics, Business and Innovation Research Advance Sustainable Science, Engineering and Technology (ASSET) Journal of Multidisciplinary Academic Business Studies International Journal of Accounting and Management Information Systems Proceeding of Community Service and Engagement Journal of Indonesia Business Research (JIBR)
Maria Apsari Sugiat
Telkom University
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mechanical Engineering Public Health Social Sciences Transportation

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The Influence Of Social Media Marketing Activities On Brand Loyalty Through Cognitive Engagement, Emotional Engagement, Brand Trust And Brand Equity Affiya Yunishafira; Maria Apsari Sugiat; Riski Taufik Hidayah
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 5 (2025): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i5.432

Abstract

This study aims to examine the influence of social media marketing (SMM) consisting of entertainment, interaction, trendiness, customization, and electronic word of mouth (eWOM) on brand loyalty for GT Man underwear products. Additionally, it explores the mediating roles of cognitive engagement, emotional engagement, brand trust, and brand equity in enhancing the relationship between SMM and brand loyalty. A quantitative approach was employed using structural equation modeling-partial least squares (SEM-PLS) through SmartPLS 4.0. Data were collected from 400 social media users familiar with GT Man to test both direct and indirect effects among the proposed constructs. The findings indicate that all dimensions of SMM significantly affect the mediating variables and brand loyalty. The strongest direct effect is found between SMM and brand trust, suggesting that consistent, authentic, and responsive social media communication builds greater trust in GT Man. In terms of mediation, cognitive engagement and brand trust serve as the most influential mediators in the formation of brand loyalty. While emotional engagement and brand equity have relatively weaker indirect effects, they still play a significant role in strengthening the impact of SMM. This research contributes to the theoretical understanding of how psychological engagement and brand perceptions shape loyalty in a digital environment. Practically, it suggests that GT Man should develop more educational, emotionally resonant, and interactive social media content to reinforce trust, perceived value, and long-term customer loyalty.
The Effect of Social Media Marketing Efforts on Brand Loyalty Through Mediating Roles of Cognitive and Emotional Engagement Sharaya Farisha; Maria Apsari Sugiat
International Journal of Entrepreneurship and Business  Management Vol. 5 No. 2 (2026)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia (ADPEBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijebm.v5i2.1879

Abstract

This study investigates the impact of Social Media Marketing Efforts (SMMEs) on Brand Loyalty, with Cognitive Engagement and Emotional Engagement acting as mediating variables among Oemah Etnik’s Instagram followers. The research adopts a quantitative explanatory design using a survey method, with data collected from 398 respondents through an online questionnaire. The analysis is conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS), which allows for the examination of complex relationships between variables as well as mediation effects. The findings reveal that SMMEs have a positive and significant influence on Brand Loyalty, both directly and indirectly through engagement mechanisms. Social Media Marketing Efforts also significantly enhance both Cognitive Engagement and Emotional Engagement. Among the two mediating variables, Emotional Engagement demonstrates a stronger effect on Brand Loyalty compared to Cognitive Engagement, indicating that emotional attachment plays a more dominant role in shaping customer loyalty. These results suggest that while informative and interactive content is important in stimulating cognitive processing, building emotional connections through engaging and meaningful social media content is more critical in fostering long-term brand loyalty. This study provides both theoretical contributions by reinforcing the applicability of the Stimulus–Organism–Response (S-O-R) framework in digital marketing contexts and practical implications for brands aiming to strengthen customer relationships through emotionally driven social media strategies. Keywords: Brand Loyalty, Cognitive Engagement, Emotional Engagement, Ethnic Fashion, Instagram Marketing.
Influencer Attributes, Online Reviews, Consumer Attitude, and Purchase Intention for Erigo on Shopee De Vario, Ridho; Sugiat, Maria Apsari
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 13 No 2 (2026): September
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v13i2.59225

Abstract

This study examines how celebrity influencer credibility, influencer attractiveness, and online customer reviews shape purchase intention toward Erigo products on Shopee through consumer attitude and subsequent brand responses. It contributes by integrating influencer-related and customer-generated information into a sequential framework linking consumer attitude, brand awareness, brand loyalty, eWOM, and purchase intention. Grounded in the Theory of Planned Behavior and brand equity perspective, the study applies a quantitative design using data from 386 Indonesian Shopee users familiar with Erigo and analyzes the model with PLS-SEM. The findings show that influencer credibility, attractiveness, and online reviews significantly strengthen consumer attitude. Consumer attitude subsequently enhances brand awareness, brand loyalty, eWOM, and purchase intention, while these brand-related responses further increase purchase intention. Managers should prioritize credible influencers, authentic customer reviews, and engagement strategies that convert favorable attitudes into loyalty, advocacy, and purchasing interest.
Co-Authors Abdan A. Kuncoro Ade Setiawan Affiya Yunishafira Agus Achmad Suhendra Amay, Duta Andi Ade Rufiani RM Anggardajaya, Moh. Ramadhan anindya vika Anton Mulyono Azis Anton Mulyono Aziz Anwar, Nadila Sandrina Arry Mustikawan Athilayusa, Avania Christophorus Aditya Sunu Pratama Christophorus Bagus Ratnanto Putro De Vario, Ridho Dedi Iskamto Devi Setyowati Dian Indiyati Dimas Hermawan, Dimas Duta Amay Fachrizal, Fiqhi Fadillah Sutrisno Fahlevi, Agam Aulia Fahmirakhman Abdullah, Reyhan Fatnan Setyo Hariwibowo Felix, Modefica Adelina Fiqhi Fachrizal Heni Muthia Utami Hidayati, Eva Laela Ibrahim Hanif Ignatius Adi Susantyo Irni Yunita Isce Kustiawan Ismail, Muhammad Ravi Lia Yuldinawati Luthfiamer Luthfiamer Luthfiamer Made Wirawan, Made Marthen Ragowino Bira Maya Ariyanti Maya Ariyanti Maya Ariyanti Maya Aryanti Muhammad Dafi Aswinda Nasution Muslim Amin Panji Addakhil Bangsa Priambodo Adi Wicaksono Puspita Wulansari Putro, Christophorus Bagus Ratnanto Ramadhan Anggardajaya Rashad, Feroz Dinu Ratna Komala Putri Riski Taufik Hidayah Roni Irawan Septian, Enjar Dwi Setyowati, Devi Sharaya Farisha Sucma, Fahrizal Alfaridzi Tikki Capriati Marieski Tri Widarmanti Wahyu Yunanto Yuda Pramana Yunanto, Wahyu