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All Journal E-Journal Widya Ekonomika Syntax Literate: Jurnal Ilmiah Indonesia International Journal of Digital Entrepreneurship and Business (IDEB)
Wiwaha, Arjuna
STIE Jakarta International College, Jakarta, Indonesia
Humanities Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Social Media Marketing Activities, E-Service Quality, E-Wom Terhadap Customer Engagement, Brand Loyalty dan Repurchase Intention Skincare Arjuna Wiwaha; Ailen Tania; Steven Tanjaya
International Journal of Digital Entrepreneurship and Business Vol 6 No 2 (2025): International Journal of Digital Entrepreneurship and Business (IDEB)
Publisher : Universitas Jakarta Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52238/ideb.v6i2.386

Abstract

This study investigates the effects of social media marketing activities (SMMA), e-service quality, and electronic word of mouth (e-WOM) on customer engagement and examines their subsequent influence on brand loyalty and repurchase intention among skincare consumers using TikTok in Jakarta, Indonesia. A quantitative approach was employed by collecting data from 400 respondents through purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) with AMOS. The findings indicate that e-service quality and e-WOM have significant positive effects on customer engagement, whereas SMMA does not significantly influence customer engagement. Furthermore, customer engagement positively affects brand loyalty, which in turn significantly enhances repurchase intention. Among the antecedent variables, e-service quality emerges as the strongest predictor of customer engagement. These findings suggest that skincare companies should prioritize improving digital service quality and encouraging positive electronic word of mouth to strengthen customer engagement, foster brand loyalty, and increase customers' intention to repurchase products through TikTok.
Co-Authors Agus, Tri Ailen Tania Evi Susanti Finanda, Iknesya Rahma Gustiany, Muhammad Ammyl Hendri Budiyanto Indah Lestari, Mulya Isthi Wahyu Ningtyas Isthi Wahyuning Tyas Mandagie, Wenny Chandra Muttaqin, Sidiq Nuryani Safirah Ramadhaniati Setiawan, Andriatma Shofa Nisrina Steven Tanjaya TANIA, AILEN Tanjaya, Steven