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All Journal Jurnal MEBIS (Manajemen dan Bisnis) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA)
Mariyudi
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Social Sciences Other

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THE INFLUENCE OF SOCIAL MEDIA MARKETING ON BRAND SATISFACTION AND BRAND LOYALTY OF WARDAH BRAND COSMETIC PRODUCTS WITH CUSTOMER BRAND ENGAGEMENT AS A MEDIATION VARIABLE ON THE INSTAGRAM PLATFORM Nurul Azmi; Mariyudi; Adnan; Naufal Bachri; Ikramuddin; Sapna Biby
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 1 (2026): February
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19356009

Abstract

The purpose of this study is to examine the influence of social media marketing on brand satisfaction and brand loyalty of Wardah cosmetic products with customer brand engagement as a mediating variable on the Instagram platform. The data in this study were 165 consumers of Wardah cosmetic products. Data collection in this study used a questionnaire with data analysis tools using Structural Equation Modeling (SEM) operated by the Amos device. The results of the study indicate that social media marketing has a positive and significant effect on customer brand engagement, customer brand satisfaction, and brand loyalty. Then, customer brand engagement has a positive and significant effect on customer brand satisfaction and brand loyalty. And the mediation effect test found that customer brand engagement is a partial mediating variable between social media marketing and brand satisfaction and brand loyalty. The results of this study are expected to provide important contributions for stakeholders in developing cosmetic product marketing strategies and customer understanding of products and brands.
Co-Authors A Hadi Arifin A. Hadi Arifin Adnan Agustinawati Aiyub Aiyub Yahya Amna Farida Bahri, Halida Chalirafi Cut Intan Julia Cut Nabilla Mutiza Zahap Darmawati Muchtar Devi Andriyani Dian Pertiwi EM Yusuf Iis Endra Eka Putra Fachry Zaldi Farah Aidilla Hadi Arifin Heriyana Herman Fithra Hijri Juliansyah Ibrahim Qamarius Ichsan Ikramuddin, Ikramuddin Jullimursyida Khairina Khairina AR M. Subhan Mahathir Febrian Marbawi, Marbawi Matriadi, Faisal Mohd. Heikal Monica Juliani Sagala MUCHSIN Muhammad Aris Muladi Muhammad Fadil Muhammad Furqan Naufal Bachri, Naufal Nur Faliza Nurainun Nurul Azmi Nurul Fajri Puja Ramadhani Putri Aklima Rahma Yanti Br Damanik Rahmaniar Ratna Ristati Roro Shafira Rizka Amelia Safriani Saifuddin Sapna Biby Sarah Nurfadilla C Siswoyo Adi wijaya Siti Nur Balqis Qhomaini Syarifah Safira T. Edyansyah, T. Edyansyah T. Erna Setianingsih Teuku Zulkarnaen Ulya Alfandi Wahyu Indra Jaya Wahyuddin Albra Yana, Lisa Dwi Yanita Yayang Tiara Yenni Nova Febrian Yulius Dharma