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All Journal Jurnal Manajemen Teknologi Journal of Consumer Science E-Dimas: Jurnal Pengabdian kepada Masyarakat Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Manajemen Indonesia Journal of Consumer Sciences Kinetik: Game Technology, Information System, Computer Network, Computing, Electronics, and Control Jurnal Mitra Manajemen JURNAL TEKNIK INFORMATIKA DAN SISTEM INFORMASI SEIKO : Journal of Management & Business EQIEN - JURNAL EKONOMI DAN BISNIS Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan Jurnal Ilmiah Manajemen Kesatuan BUDGETING : Journal of Business, Management and Accounting International Journal Of Science, Technology & Management (IJSTM) Economics and Digital Business Review Journal of Economics and Business UBS Charity : Jurnal Pengabdian Masyarakat International Journal of Educational Research and Social Sciences (IJERSC) Jurnal Abdi Masyarakat Indonesia Indonesian Journal of Multidisciplinary Science Society: Jurnal Pengabdian Masyarakat Jurnal Inovasi Masyarakat Jurnal Pengabdian Masyarakat Akademisi Utsaha: Journal of Entrepreneurship Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) ASEAN Marketing Journal International Journal of Entrepreneurship and Business Management Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Engineering Economics Professional in Action (E-Profit) Jurnal Ekonomi, Teknologi dan Bisnis eProceedings of Management Community Service Seminar and Community Engagement (COSECANT) Journal of Computer Engineering: Progress, Application and Technology Enrichment: Journal of Multidisciplinary Research and Development INTERNATIONAL JOURNAL OF ECONOMICS AND MANAGEMENT REVIEW Journal Integration of Social Studies and Business Development KISA INSTITUE : Journal of Economics, Accounting, Business, Management, Engineering and Society Jesocin : Journal of Jabar Economic Society Networking Forum Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jesocin : Journal of Economics, Accounting, Business, Management, Engineering and Society International Journal of Management and Business Applied International Journal of Economics, Business and Innovation Research Journal of Multidisciplinary Academic Business Studies International Journal of Accounting and Management Information Systems Global Academy of Business Studies
Maya Ariyanti
Universitas Telkom
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Journal : Journal of Multidisciplinary Academic Business Studies

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Impact of social media marketing activity on brand loyalty Yunanto, Wahyu; Apsari Sugiat, Maria; Ariyanti, Maya
Journal of Multidisciplinary Academic Business Studies Vol. 2 No. 3 (2025): May
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jomabs.v2i3.2899

Abstract

Purpose: This study examines the effectiveness of Social Media Marketing Activities (SMMA) in enhancing brand loyalty at PT. Mumpuni Inti Mandiri. It evaluates customer perceptions of SMMA, self-brand connection, brand equity, brand trust, and their influence on brand loyalty. Method: A quantitative positivist approach was applied. Data were gathered through online surveys targeting PT customers. Mumpuni Inti Mandiri. Structural equation Modelling (SEM) using Partial Least Squares (PLS) via SmartPLS 3.2.6 was employed to analyze the data. Validity and reliability tests ensured the accuracy of the instruments. The hypotheses were tested using one-tailed T-statistics. Results: The results show that Customer perceptions of SMMA, self-brand connection, brand equity, brand trust, and brand loyalty were in the high category. SMMA significantly influences self-brand connection, brand equity, and brand trust. Moreover, brand loyalty is affected both directly and indirectly by these mediators. This implies that PT. Mumpuni Inti Mandiri’s social media strategies are effective in fostering emotional connection, consumer trust, and long-term loyalty. Conclusions: SMMA plays a vital role in building brand loyalty by enhancing brand-related psychological factors. Integrated social media marketing efforts have proven to be valuable in creating strong brand-consumer relationships. Limitations: The study’s scope was limited to one company and used self-reported survey data, which may affect generalizability. Contribution and Novelty: This study introduces an integrated model that connects SMMA with brand loyalty through emotional and cognitive pathways, offering insights into effective digital branding strategies in emerging markets.
Impact of social media marketing activity on brand loyalty Yunanto, Wahyu; Apsari Sugiat, Maria; Ariyanti, Maya
Journal of Multidisciplinary Academic Business Studies Vol. 2 No. 3 (2025): May
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jomabs.v2i3.2899

Abstract

Purpose: This study examines the effectiveness of Social Media Marketing Activities (SMMA) in enhancing brand loyalty at PT. Mumpuni Inti Mandiri. It evaluates customer perceptions of SMMA, self-brand connection, brand equity, brand trust, and their influence on brand loyalty. Method: A quantitative positivist approach was applied. Data were gathered through online surveys targeting PT customers. Mumpuni Inti Mandiri. Structural equation Modelling (SEM) using Partial Least Squares (PLS) via SmartPLS 3.2.6 was employed to analyze the data. Validity and reliability tests ensured the accuracy of the instruments. The hypotheses were tested using one-tailed T-statistics. Results: The results show that Customer perceptions of SMMA, self-brand connection, brand equity, brand trust, and brand loyalty were in the high category. SMMA significantly influences self-brand connection, brand equity, and brand trust. Moreover, brand loyalty is affected both directly and indirectly by these mediators. This implies that PT. Mumpuni Inti Mandiri’s social media strategies are effective in fostering emotional connection, consumer trust, and long-term loyalty. Conclusions: SMMA plays a vital role in building brand loyalty by enhancing brand-related psychological factors. Integrated social media marketing efforts have proven to be valuable in creating strong brand-consumer relationships. Limitations: The study’s scope was limited to one company and used self-reported survey data, which may affect generalizability. Contribution and Novelty: This study introduces an integrated model that connects SMMA with brand loyalty through emotional and cognitive pathways, offering insights into effective digital branding strategies in emerging markets.
Co-Authors Adhi Prasetio Adhi Prasetyo, Adhi Ahmad Darajat Basallama Aina, Rizqi Amri, Gatot Anak Agung Gede Sugianthara Anna Tsamarah Yudiawati Astri Ghina Candiwan Christalia, Windy Davin, Hans Dede Kurniawan Dedi Iskamto Denta Rahmadani Dewi Purwati Dewi, Fianti Krisna Dezila, Raissa Dian Pertiwi Wulandari Dwi Fitrizal Salim Elly Suryani Elwitrisnasafitri, Virghina Dhia Eva Nurazizah Eva Nurhazizah Fadhilla, Muhammad Iqbal Farida, Ajeng Luthiyatul Fauzi, Adryan Fitra Ayu Larasati Gadang Ramantoko Gioliano Putra Goenandar, Billy Hadyningtyas, Ivy Anindhita Hanifah Aprillia, Wahyuning Hariwibowo, Fatnan Setyo Helni Mutiarsih Jumhur Heppy Millanyani Heris, Faradisya Hilman Fauzi, Hilman Ibrahim, Maulana Malik Ilham Majid Rabbani Ilma Aliya Sahal Januar, Rifat Kharisma, Mita Lili Adi Wibowo Lira Parahita Agni Putri Lubis, Reza Armanda M Farhan Ramadhan M Yudha Febrianta Mahayasa, I Made Prasetya Wiguna Majid Rabbani, Ilham Mardotillah, Aini Restu Maria Apsari Sugiat Matriadi, Faisal Mesayu Ana Hanifah Yahsallah Mita Kharisma Muhammad Saiful Arifin Nadia Putri Karenina Nafila, Tasya Navira Wirvani Nia Handayani Nur Lela sari Nurohman, Choirudin Alza Nurul Hafizah Pramono, Indro Pratiwi, Daulika Putri Fariska Sugestie Putri, Amelia Putri, Kartika Aulia Rachman, Mochamad Arif Rachmat Ramadhani, Muh. Rahmadani, Denta Raissa Dezila Ratih Hendayani Refi Rifaldi Windya Giri Reza Armanda Lubis Reza Azkia Rahmi Ricky Agusiady Rifki Hariadi, Maghfira Rinarika, Dewi Riski Taufik Hidayah Rizka Utami, Fany Rizqullah, Rafif Rudy Hermanto, Muchamad Ruli Kuniawati, Novia Safii, Ahmad Saleh, Rusdi Sari, Marisa Puspita Setiana, Gege Arum Siska P Yudowati Soeparwoto Dharmoputra Sri Widiyanesti Sunu Puguh Hayu Triono Supriatna, Ucu Taufik Hidayah, Riski Tazkia, Yumna Tiara Salsabila Fasya Trinadisha, Thalia Sabina Tyas Pawitra, Mohammad Veronita, Rika Vyanna Zuleika Wahyudi Wahyuningtyastuti, Indrajati Wibowo, Dimas Kartiko Yunanto, Wahyu Yusza Reditya Murti Zaenal Aripin Zahra Aqilla Putri Chandra Zahra Rahmi Hanifah Zaki Chandra Negara