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All Journal Sinergitas Multidisiplin Ilmu Pengetahuan dan Teknologi (SMIPT) Jurnal Penelitian Manajemen Terapan (Penataran) Innovative: Journal Of Social Science Research Journal of Information System, Technology and Engineering Kegiatan Positif : Jurnal Hasil Karya Pengabdian Masyarakat
Andi Herlina
Politeknik Maritim AMI Makassar
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Journal : journal of information system technology and engineering

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The Influence of Social Media Interactivity, User Experience and Brand Image on Customer Engagement in Digital Platforms of Digital-Based Retail Customers Indri Yani; Andi Herlina; Darwis Darwis; Vivid Violin; Haniwijaya Pahlawansah; Fransisca Dyah Anggraini
Journal of Information System, Technology and Engineering Vol. 4 No. 2 (2026): JISTE
Publisher : Yayasan Gema Bina Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61487/jiste.v4i2.315

Abstract

The objective of this study is to examine the influence of Social Media Interactivity, User Experience, and Brand Image on Customer Engagement on Digital Platforms for digital-based retail consumers. Data were collected via online surveys and analyzed by using multiple linear regression. Before testing the hypotheses, validity and reliability tests, as well as the conventional assumption tests. The research results pointed out that Social Media Interactivity, User Experience, and Brand Image have a significant and positive impact on Customer Engagement in Digital Platforms partly and simultaneously. The leading variable impacting Customer Engagement is User Experience. The results of the study indicate that the quality of social media engagement, the best user experience, and a strong brand image may contribute to an increase in consumer contact on digital platforms. This research advances the literature of digital marketing, customer engagement, and consumer behavior, and offers practical implications for digital-based retail organizations to develop strategies to sustainably enhance customer engagement.
Co-Authors Amrin Darwis Darwis Deselfia DNM Sahari Fransisca Dyah Anggraini Gusrah Hamka Hamka Hamka Haniwijaya Pahlawansah Harry Katuuk Indri Yani Mariani Loise St. Syahriati Vivid Violin