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The Mediating Effect of Consumer Brand Engagement on the Relationship between Social Media Marketing and Repurchase Intention Asyhari, Asyhari; Ayuni, Sri; Primananda, Naufal Athiya; Saputri, Pungky Lela; Salleh, Wan Anisabanum
Journal of Digital Marketing and Halal Industry Vol 4, No 2 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN Walisongo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jdmhi.2022.4.2.13137

Social media become the primary marketing to enhance repurchase intention in e-commerce. However, not many companies in Indonesia use it to increase sales and gain profits. In addition, some literature reveals that the effect of social media marketing is not significant on repurchase intention. Several studies have shown that the dimensions of social media marketing have no significant effect on consumer behaviour. This study aimed to investigate the influence of social media marketing on repurchase intention through consumer brand engagement. The data were collected from 100 consumers of online Muslim fashion products in Central Java. Data were analysed using the model partial least square structural equation (PLS-SEM) with two steps namely confirmatory and structural analysis. The result indicated that social media marketing had a positive relationship with repurchase intention. Moreover, consumer brand engagement can be mediating the relationship between social media marketing and the repurchase intention of Muslim fashion products in Indonesia. The theoretical implication of this study is to provide an overview of the factors that shape consumer repurchase intention based on Stimulus-Organism-Response theory. The practical implication is that business practitioners should pay more attention to marketing through social media than conventional marketing.

The Mediating Effect of Consumer Brand Engagement on the Relationship between Social Media Marketing and Repurchase Intention Asyhari, Asyhari; Ayuni, Sri; Primananda, Naufal Athiya; Saputri, Pungky Lela; Salleh, Wan Anisabanum
Journal of Digital Marketing and Halal Industry Vol. 4 No. 2 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN Walisongo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jdmhi.2022.4.2.13137

Social media become the primary marketing to enhance repurchase intention in e-commerce. However, not many companies in Indonesia use it to increase sales and gain profits. In addition, some literature reveals that the effect of social media marketing is not significant on repurchase intention. Several studies have shown that the dimensions of social media marketing have no significant effect on consumer behaviour. This study aimed to investigate the influence of social media marketing on repurchase intention through consumer brand engagement. The data were collected from 100 consumers of online Muslim fashion products in Central Java. Data were analysed using the model partial least square structural equation (PLS-SEM) with two steps namely confirmatory and structural analysis. The result indicated that social media marketing had a positive relationship with repurchase intention. Moreover, consumer brand engagement can be mediating the relationship between social media marketing and the repurchase intention of Muslim fashion products in Indonesia. The theoretical implication of this study is to provide an overview of the factors that shape consumer repurchase intention based on Stimulus-Organism-Response theory. The practical implication is that business practitioners should pay more attention to marketing through social media than conventional marketing.

Linking Service Quality To Customer Loyalty: The Mediating Role of Trust and the Moderating Role of Religiosity Primananda, Naufal Athiya; Asyhari; Othman, Azmahani Yaacob
Jurnal Aplikasi Manajemen Vol. 23 No. 4 (2025)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2025.023.4.05

Islamic banking in Indonesia, despite showing significant growth, faces challenges in building strong customer loyalty. Understanding the factors that drive customer loyalty, such as service quality, trust, and satisfaction, is crucial. However, previous research has often overlooked the role of religiosity in a business context as a potential driver of customer loyalty. This study aims to analyze the relationship between service quality, trust, satisfaction, and customer loyalty in Islamic banking. Furthermore, to examine the moderating role of student religiosity in enhancing Sharia customer loyalty. This study employed a quantitative approach with a survey method. The study population was students at Sultan Agung Islamic University, and a sample of 376 respondents was selected using proportional sampling. Primary data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that service quality has a positive influence on consumer satisfaction, and in turn, on customer loyalty. Furthermore, customer satisfaction positively influences trust, and trust positively impacts customer loyalty. In addition, the findings evidence that religiosity can moderate the relationship between trust and customer loyalty, meaning that higher levels of religiosity can strengthen the effect of trust on loyalty. The contribution of this research lies in testing the moderating role of religiosity to fill the empirical gap and the use of Muslim students as respondents, which has never been used before. This study offers theoretical implications with a new perspective on the role of religiosity in Islamic banking, with an Islamic student perception approach. The managerial implication provides new insights into how customer trust, satisfaction, and loyalty can be strengthened through consumer religiosity.

Peran Public Relations Sebagai Fasilitator Komunikasi Dalam Mengelola Krisis Reputasi (Studi Kasus PT. Garuda Indonesia) Perdana Aqsyal Syaputra; Septi Anugra Esa Ardianingsih; Ayu Sholikah Nur Utami; Primananda, Naufal Athiya
CITACONOMIA : Economic and Business Studies Vol. 5 No. 02 (2026): April - Juni
Publisher : CITACONOMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/citaconomia.v5i02.3542

Artikel ini menganalisis peran strategis Public Relations (PR) sebagai fasilitator komunikasi dalam pengelolaan krisis reputasi PT Garuda Indonesia (Persero) Tbk. Garuda Indonesia dipilih sebagai objek kajian karena menghadapi krisis multidimensional yang meliputi tekanan finansial pasca-pandemi COVID-19, akumulasi utang sebesar Rp154 triliun, kerugian perusahaan, penurunan peringkat layanan Skytrax, serta krisis reputasi di ruang digital. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus dan analisis literatur sistematis. Analisis didasarkan pada Situational Crisis Communication Theory (SCCT), Image Restoration Theory, serta konsep PR sebagai boundary spanner dan fasilitator komunikasi multistakeholder. Hasil penelitian menunjukkan bahwa Garuda Indonesia menerapkan empat strategi komunikasi krisis, yaitu penetapan juru bicara tunggal, dialog terbuka dengan regulator, pemetaan media strategis, dan pengelolaan narasi digital. Namun, respons komunikasi perusahaan masih cenderung berfokus pada aspek institusional dan belum sepenuhnya memenuhi kebutuhan emosional publik. Penelitian ini menyimpulkan bahwa efektivitas komunikasi krisis dipengaruhi oleh kecepatan respons, empati dalam pesan, konsistensi narasi, dan keterlibatan pemangku kepentingan.

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