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All Journal Jurnal Ekonomi : Journal of Economic JURNAL LENTERA BISNIS Jurnal Ilmiah Manajemen Kesatuan Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora Devotion: Journal of Research and Community Service JURNAL ILMIAH GLOBAL EDUCATION Arus Jurnal Sosial dan Humaniora JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) MES Management Journal International Journal of Economics (IJEC) Neo Journal of economy and social humanities Innovative: Journal Of Social Science Research JURNAL ABDIMAS PLJ Communication and Information Journal International Journal of Economics, Management and Accounting Jurnal Ekonomi, Manajemen, Akuntansi
Ika Baskara
Universitas Esa Unggul
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Social Media Marketing Strategy to Improve Customer Satisfaction and Repurchase Intention Through Brand Equity in E-Commerce Abnar Uhibah Ulhaq; Ika Baskara; Fajar Satria; Primasatria Edastam
Neo Journal of economy and social humanities Vol 4 No 1 (2025): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v4i1.292

Abstract

This study aims to analyze the influence of social media marketing strategies in increasing customer satisfaction and repurchase intentions through brand equity on e-commerce platforms in Indonesia. This study uses a quantitative approach with the Structural Equation Modeling Partial Least Square (SEM-PLS) method . A total of 150 respondents who are active e-commerce users in the Jabodetabek area became the research sample. The results of the study indicate that social media marketing activities have a significant positive effect on brand equity , which is mediated by brand love and brand trust . In addition, brand equity has a direct relationship with customer satisfaction , which then affects repurchase intention . This study also reveals that interactive, responsive, and relevant social media marketing strategies contribute to increasing emotional connections between consumers and brands, which are important factors in building long-term loyalty. Positive experiences felt by consumers through interactions on social media not only improve their perceptions of the brand but also create deep trust relationships. The practical implications of this study indicate that business actors need to pay attention to the elements of transparency, consistency, and personalization in every marketing activity they do on social media. With this approach, businesses can create added value to brand equity while increasing customer retention. This study also emphasizes the importance of utilizing technology such as artificial intelligence to support more effective real-time interactions with consumers. This strategy is believed to not only be able to improve brand image, but also motivate consumers to make consistent repeat purchases. Therefore, this study provides a significant contribution, both in the academic context and managerial practice, especially in helping e-commerce businesses in Indonesia to develop more innovative and sustainable social media-based marketing strategies.
The Effect of Customer Orientation and Service Quality on Customer Loyalty Mediated by Customer Satisfaction at Bank BRI Lamtiur Sihombing; Muhammad Arief; Ika Baskara; Gilang Pratama Hafids
Neo Journal of economy and social humanities Vol 4 No 1 (2025): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v4i1.294

Abstract

This research aims to explore the influence of service quality and customer orientation on customer loyalty through customer satisfaction at Bank BRI in Bekasi City. Using a descriptive quantitative approach, data were collected from 105 respondents via an online questionnaire and analyzed using Structural Equation Modeling – Partial Least Square (PLS-SEM). The analysis results indicate that service quality and customer orientation do not have a direct significant effect on customer loyalty. However, service quality has a significant positive impact on customer satisfaction, which ultimately enhances customer loyalty. Customer orientation also positively influences customer satisfaction, but it does not have a statistically significant impact on customer loyalty through customer satisfaction. These findings highlight the importance of customer satisfaction as a mediator linking service quality to customer loyalty. The managerial implications for Bank BRI include the need to improve service quality and customer orientation to enhance customer satisfaction and loyalty. Future research is recommended to involve a larger sample size, utilize diverse research methods, and consider external factors such as policy changes or economic conditions that may influence customer perceptions. The results of this study provide valuable insights for developing more effective service strategies and customer retention efforts in the future.
The Influence of Content and Influencer Interaction on Followers' Trust in Social Media Salbintan Fadilah Sari; Diana Fajarwati; Ika Baskara; Muhammad Arief
Neo Journal of economy and social humanities Vol 4 No 1 (2025): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v4i1.295

Abstract

Study This investigate connection between Informational Support, Emotional Support, Influencer Credibility, Trust and Emotional Brand Attachment in the Sometinc Community . Study This use scale Likert five points For measure support social , credibility influencers , trust , and engagement emotional brand . The sample consists of from 145 customers Somethic skincare in Jabodetabek . Validity tested , reliability with Cronbach's Alpha , and data analysis using Partial Least Squares (PLS). Study This show that credibility influencer influence trust in community Somethinc . Owner brand can leveraging credible influencers For increase awareness brand , spread review positive , and strengthening trust . With choose the right influencer , owner brand can increase trust to Somethinc in various platform. The purpose of article This is For understand How trust towards social media influence attachment emotional to A brand through influencers .
Co-Authors Abnar Uhibah Ulhaq Abnar Uhibah Ulhaq Adini Putri, Aisyah Agnesda Servina Agustiningsih, Wulandari Ai Nunung Aisyah Adini Putri Amel, Dika Amelia An Nisa, Milenia Arief, Muhammad Barika Gumay Baskara, Puspita Chairun Nisa Baskara, Unggul Kustiawan Beny Witjaksono Dewiana, Dewiana Diana Fajarwati Diana Fajarwati Diawati, Prety Djuarni, Wenny Erlin Dolphina Evelyn, Patriciaa Fadli, Jul Aidil Fajar Satria Fajar Satria Fatrisia, Mixilia Embun Fauziah, Sofi Idianti Gilang Pratama Hafids Gilang Pratama Hafids Hafidz, Gilang Pratama Husnawati Rachman Istianti, Nela Tri Kacaribu, Hendri Kristo Saputra Siregar Kustiawan, Unggul Kusumaningsih, Dila Lamtiur Sihombing Lamtiur Sihombing Menik Indrati Muhammad Arief Muhammad Arief Muhammad Rizky Nela Tri Istianti Nisa, Puspita Chairun Nizarlie, Eriene Iranie Primasatria Edastam Primasatria Edastam Purwaningsih, Eny Rahman, Andri Ali Rina Anindita Said, Umar Salbintan Fadilah Sari Salbintan Fadilah Sari Siti Nurlaela Sri Purwati Sumarni, Iseu Sundoro, Aries Susanti Budiastuti Susanto Susanto Unggul Kustiawan Baskara Valorie Yang Cen, Ronald Wahyudi, Endik Wuryan H. Sophiyanto Yudistria, Yuyus