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All Journal Jurnal Ilmu Manajemen Advantage
Musyfiqoh, Aminatul
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Economics, Econometrics & Finance

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Emotional Connections Between Brands and Consumers in Digital Age Musyfiqoh, Aminatul; Roosdhani, Mohamad Rifqy
Jurnal Ilmu Manajemen Advantage Vol. 8 No. 2 (2024): Desember 2024
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/adv.v8i2.1433

Abstract

This study explores the relationship between social media marketing activities (SMMA), brand love, and purchase decisions in Indonesia’s transportation sector, focusing on PO Bejeu. Social media acts as an interactive medium fostering emotional bonds between brands and consumers, termed brand love. The research reveals that SMMA significantly enhances brand love, which directly impacts purchase decisions. Additionally, social ties mediate this relationship, as interactions on social media strengthen loyalty and influence purchasing behavior. A survey of 103 Facebook community members who actively discuss Bejeu products was conducted, with data analyzed using the SEM-PLS method, confirming the validity and reliability of all variables. Results indicate full mediation between SMMA and purchase decisions via brand love and partial mediation through social ties. These findings underscore the strategic role of SMMA in cultivating emotional connections to boost loyalty and purchases. The study suggests further research into brand love dynamics across diverse cultural and industrial settings to expand understanding.
Co-Authors Mohamad Rifqy Roosdhani