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All Journal J-MAS (Jurnal Manajemen dan Sains) Kompleksitas: Jurnal Ilmiah Manajemen, Organisasi, dan Bisnis
Patria Laksamana
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Pemasaran Media Sosial dan Hubungan Pelanggan pada Loyalitas Merek dengan Keterlibatan Pelanggan Sebagai Variabel Intervening Celia Adinda Wibowo; Patria Laksamana
J-MAS (Jurnal Manajemen dan Sains) Vol 8, No 1 (2023): April
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v8i1.1029

Abstract

The aim of this study is to determine the influence of Social Media Marketing and Customer Relations on Brand Loyalty with Customer Engagement as a mediating variable, a case study on Shopee Indonesia in 2022 using the Technology Acceptance Model (TAM) theory and Theory of Reasoned Action (TRA) in collaboration with the variables above. This study used an analytical tool, namely SEM-PLS and was conducted on 200 Generation Z respondents. The results of Social Media Marketing research mediated by Customer Engagement, do not affect Brand Loyalty simultaneously. Likewise Customer Relationship mediated by Customer Engagement, do not affect Brand Loyalty simultaneously. Although there have been many studies related to the object of research on E-commerce Shopee, this research measures brand loyalty as influenced by Social Media Marketing and Customer Relations mediated by Customer Engagement. Focusing on Brand Loyalty using the Shopee application by involving Generation Z respondents.
STRATEGI DIGITAL: DAMPAK PEMASARAN MEDIA SOSIAL, KREDIBILITAS INFLUENCER, DAN CITRA MEREK TERHADAP NIAT BELI KONSUMEN Ireine Florencia Moniaga; Patria Laksamana
KOMPLEKSITAS: JURNAL ILMIAH MANAJEMEN, ORGANISASI DAN BISNIS Vol 14, No 1 (2025): KOMPLEKSITAS EDISI JUNI 2025
Publisher : ITB Swadharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56486/kompleksitas.vol14no1.763

Abstract

This study analyzes the impact of social media marketing and influencer credibility on consumer purchase intention, with brand image as a mediating factor. Based on the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA), this study uses a quantitative survey approach with 150 respondents, using SEM-PLS for analysis. The findings show that social media marketing significantly influences purchase intention directly and through brand image, while influencer credibility does not always have a significant impact. This study focuses on consumer intention to purchase Skintific skincare products in Jakarta.Penelitian ini menganalisis dampak pemasaran media sosial dan kredibilitas influencer terhadap niat beli konsumen, dengan citra merek sebagai faktor mediasi. Didasarkan pada Technology Acceptance Model (TAM) dan Theory of Reasoned Action (TRA), penelitian ini menggunakan pendekatan survei kuantitatif dengan 150 responden, menggunakan SEM-PLS untuk analisis. Temuan menunjukkan bahwa pemasaran media sosial secara signifikan mempengaruhi niat beli, baik secara langsung maupun melalui citra merek, sementara kredibilitas influencer tidak selalu memiliki dampak yang signifikan. Penelitian ini berfokus pada niat beli konsumen untuk produk perawatan kulit Skintific di Jakarta.
Co-Authors Celia Adinda Wibowo Ireine Florencia Moniaga