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All Journal Optimum : Jurnal Ekonomi dan Pembangunan Jurnal Minds: Manajemen Ide dan Inspirasi Jurnal EMT KITA Jurnal Analisis Bisnis Ekonomi Muhammadiyah International Journal of Economics and Business Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Perilaku dan Strategi Bisnis JURNAL MANAJEMEN Performance : Jurnal Bisnis dan Akuntansi Jurnal Informatika Ekonomi Bisnis Jurnal Fokus Manajemen Bisnis JOURNAL SCIENTIFIC OF MANDALIKA (JSM) ISTIKHLAF: Jurnal Ekonomi, Perbankan & Manajemen Syariah Journal of Social And Economics Research Jurnal Karya Abdi Masyarakat Innovative: Journal Of Social Science Research West Science Business and Management Indo-Fintech Intellectuals: Journal of Economics and Business Jurnal Informatika Ekonomi Bisnis Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Escalate : Economics and Business Journal journal of social and economic research As-Syirkah: Islamic Economic & Financial Journal
Salamatun Asakdiyah, Salamatun
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Journal : Escalate : Economics and Business Journal

 1 
Community Building in the Digital Age: Fostering Brand Loyalty Asakdiyah, Salamatun; Perdana Oskar, Dimas
Escalate : Economics and Business Journal Vol. 2 No. 01: Behavioral Finance, AI, and the Digital Economy: Pathways to Competitive Advantage
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i01.55

Abstract

This study examines the interplay of brand loyalty, community building, digital engagement, and consumer engagement within PT. ISAM (Industri Susu Alam Murni), a dairy company. Using a quantitative research approach and Structural Equation Modeling (SEM) with Smart PLS as the analytical tool, data from 100 consumers were analyzed to assess direct and indirect effects among these variables. The findings reveal that while community building efforts showed no significant direct impact on brand loyalty, digital engagement significantly influences consumer engagement, which in turn positively affects brand loyalty. These results underscore the critical role of effective digital strategies in fostering consumer participation and advocacy, thereby enhancing brand loyalty in the competitive dairy industry landscape. The study contributes insights that can guide strategic decision-making and marketing efforts aimed at cultivating stronger brand-consumer relationships and improving market positioning for PT. ISAM and similar companies in the dairy sector.
Co-Authors -, Mardianto A.A. Ketut Agung Cahyawan W Abdullah, Haidar Aftoni Sutanto Anna Anna, Anna Ardhitama, Chandra Astuti . S, Sri Atmaja, Indra Bonaga, Jason Keith Bunga Aditi Dewanto, Mega Ria Dewi, Atika Puspita Emiliyana, Fitri Fajar Prasetya, Akhmad Hasim Herdiansyah, Diki Hidayat, Abdul Choliq Indro Prastowo Ismanto, Deny Istifarida, Ade Lisa Karnadi, Karnadi Khoirul Huda Kurnianto, Singgih Latifa, Rita Nurul Luthfiah, Nur Fitri Mahatir, Fahmi Mar’i Maryoto, Maryoto Mudiono, Mudiono Muhadi, Ahmad Musafir Navisah, Navisah Nirwanto, Irfan Budi Nurdiyanti, Eva Nuriska, Alfia Nuryanti, Linda Perdana Oskar, Dimas Priyono Puji Prasetyo, Priyono Puji Rachmiani Riduwan Rohmatus Isnaini Rumanjaya, Alfredi Salampessy, Andy Passyada Sarwinda, Sarwinda Setiawan, Zunan Setyaningsih Setyaningsih, Setyaningsih Setyawan, Rai Raka Sudarmono, Sigit Sukardi Sukardi Sukmaningtyas, Jantu Sulistyo, Beni Agus Suteja, I Gede Novian Sya’bana, Ali Tauhid, Imam Uma Maheswari, Uma Utik Bidayati, Utik Warti, Mei Ayu Widyawati, Weni Xiaoyan, Yuan Yuliana, Monikka Zulfiani, Elvira