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All Journal Management Studies and Entrepreneurship Journal (MSEJ) El-Mujtama: Jurnal Pengabdian Masyarakat
Nurazizah, Eka Mei
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Content Marketing Dan Online Brand Community Terhadap Customer Engagement Melalui Brand Trust Sebagai Variabel Intervening Pada Followers Instagram @Purematesnpure Nurazizah, Eka Mei; Nuzil, Nur Rokhmad
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 5 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i5.8261

Abstract

Penelitian ini bertujuan untuk menguji pengaruh Content Marketing dan Online Brand Community terhadap Customer Engagement dengan Brand Trust sebagai variabel intervening pada followers akun Instagram @purematesnpure. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis jalur (path analysis) melalui software SPSS 25. Data dikumpulkan melalui kuesioner online dan diperoleh dari 100 responden. Hasil penelitian menunjukkan bahwa Content Marketing dan Online Brand Community berpengaruh signifikan terhadap Brand Trust. Selain itu, Content Marketing dan Online Brand Community juga berpengaruh signifikan terhadap Customer Engagement. Namun, Brand Trust tidak mampu memediasi pengaruh Content Marketing maupun Online Brand Community terhadap Customer Engagement. Hal ini menunjukkan bahwa keterlibatan pelanggan lebih dipengaruhi langsung oleh strategi konten dan aktivitas komunitas, dibandingkan melalui kepercayaan terhadap merek.
Analisis Efektivitas TikTok pada Produk Ms Glow dalam Meningkatkan Kesadaran Merek: Brand Awareness Nurazizah, Eka Mei; Redyansyah, Dino Taufiq; Rizqiyah, Nur Zahrotur; Almagrobi, Alaika Asrori; Amalia, Agustina Rizky
El-Mujtama: Jurnal Pengabdian Masyarakat  Vol. 4 No. 5 (2024): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v4i5.3552

Abstract

This study aims to determine the effectiveness of TikTok in increasing brand awareness of MS Glow products at Mirza Beauty Store, Pasuruan. The method used is descriptive qualitative with data collection techniques of observation, interview, and content analysis. The results showed that Mirza Beauty Store has managed to significantly increase its sales through the TikTok platform. The strategies used include creative and educational content, live streaming, and TikTok Ads. These contents attracted the attention of potential customers and provided useful information, thus increasing awareness of the MS Glow brand. Suggestions for Mirza Beauty Store are to continue developing relevant and interesting content, collaborating with influencers, utilizing TikTok advertising features, and conducting careful data analysis.
Co-Authors Almagrobi, Alaika Asrori Amalia, Agustina Rizky Nuzil, Nur Rokhmad Redyansyah, Dino Taufiq Rizqiyah, Nur Zahrotur