Article Per Year (5 Year)
p-Index From 2020 - 2025
1.931
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) JAIS (Journal of Applied Intelligent System) Journal of Enterprise and Development (JED) JBMR: Journal of Business and Management Review Jurnal Pengabdian Masyarakat Nusantara Jurnal Pengabdian Masyarakat Joong-Ki Synergy In Economic & Business Management (SEBM)
Negara, Wana Pramudyawardana Kusuma
Universitas Dian Nuswantoro
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Public Health Social Sciences Other

Published : 13 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK)

 1 
UNDERSTANDING SOCIAL MEDIA MARKETING: CONSEQUENCES ON CONSUMER ENGAGEMENT AND REPURCHASE INTENTION AMONG SMEs IN INDONESIA Negara, Wana Pramudyawardana Kusuma; Nugroho, Sahid Susilo
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol 14, No 1 (2025): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v14i1.85741

Abstract

This study examines the influence of social media marketing activities (entertainment, customization, interaction, and trendy content) on consumer engagement and repurchase intention in the context of Indonesian Small and Medium Enterprises (SMEs). Using the COBRAs (Consumers"™ Online Brand-Related Activities) framework, this research analyzes three levels of engagement: content consumption, content contribution, and content creation. A total of 265 respondents were selected through purposive sampling, and the data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that entertainment and interaction significantly influence all engagement dimensions, while trendy content affects only content consumption. Customization, however, does not significantly impact any engagement level. Additionally, only content consumption and content creation are positively associated with repurchase intention. This study contributes theoretically by extending the application of the COBRAs framework to an emerging market context, addressing limitations in prior studies that primarily focused on Western consumers and large-scale enterprises. The findings offer practical insights for SMEs in developing more targeted social media strategies to strengthen consumer engagement and drive repurchase behavior. JEL: M31, M37.
Co-Authors Alek Zain Madani Anjasari, Triska Ayu Rinestri, Titis Choerul Umam Didik Hermanto Febrianur Ibnu Fitroh Sukono Putra Isinkaye, Folasade Olubusola Lusdianingrum, Sitista Silvi Madany, Alek Zain Mahadika Pradipta Himawan Muhammad Jihatur Rifqi Ardiansyah Nur Kolilah, Fatma Prasentya, Cindy Aprilia Wijaya Rachmawansyah, M. Sandia Rifqi Ardiansyah, M. Jihatur Sahid Susilo Nugroho Syaifulloh, Naf’an Kharis Tahira Natalia Tri Esti Rahayuningtyas Umam, Choerul Uswatun Kasanah, Uswatun Victor Kurniawan Wijaya Widyatmoko Widyatmoko