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All Journal Indonesian Journal of Islamic Economics and Finance
Lovely, Lengkong Beatrix
Unknown Affiliation
Economics, Econometrics & Finance Social Sciences

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Linking Social Media Marketing and Brand Loyalty: The Mediating Role of Brand Gestalt Queenditya, Sewow Cleopatra; Lovely, Lengkong Beatrix; Mandagi, Deske W.
Indonesian Journal of Islamic Economics and Finance Vol 4 No 1 (2024)
Publisher : Institut Agama Islam Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/ijief.v4i1.5218

Abstract

This study investigates the relationship between social media marketing (SMM), brand gestalt, and brand loyalty. Using a quantitative survey, this research focuses on customers of the online store VictoriaThings. A convenience sampling method was employed, resulting in 265 participants in the survey. After confirming validity and reliability, structural equation modeling (SEM) was used to analyze the hypotheses. The findings reveal a significant relationship between SMM and the four dimensions of brand gestalt (Story, Sensescape, Servicescape, and Stakeholder). Additionally, the dimensions of Sensescape, Servicescape, and Story within the brand gestalt framework emerged as significant predictors of Customer Loyalty. This study offers valuable insights for businesses aiming to develop effective social media marketing strategies that leverage brand gestalt to enhance brand loyalty and achieve strategic goals.
Linking Social Media Marketing and Brand Loyalty: The Mediating Role of Brand Gestalt Queenditya, Sewow Cleopatra; Lovely, Lengkong Beatrix; Mandagi, Deske W.
Indonesian Journal of Islamic Economics and Finance Vol. 4 No. 1 (2024)
Publisher : Institut Agama Islam Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/ijief.v4i1.5218

Abstract

This study investigates the relationship between social media marketing (SMM), brand gestalt, and brand loyalty. Using a quantitative survey, this research focuses on customers of the online store VictoriaThings. A convenience sampling method was employed, resulting in 265 participants in the survey. After confirming validity and reliability, structural equation modeling (SEM) was used to analyze the hypotheses. The findings reveal a significant relationship between SMM and the four dimensions of brand gestalt (Story, Sensescape, Servicescape, and Stakeholder). Additionally, the dimensions of Sensescape, Servicescape, and Story within the brand gestalt framework emerged as significant predictors of Customer Loyalty. This study offers valuable insights for businesses aiming to develop effective social media marketing strategies that leverage brand gestalt to enhance brand loyalty and achieve strategic goals.
Co-Authors Deske W. Mandagi Queenditya, Sewow Cleopatra