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All Journal Pena Justisia: Media Komunikasi dan Kajian Hukum Journal of Management and Bussines (JOMB)
Brumadyadisty, Garry Brumadyadisty
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Law, Crime, Criminology & Criminal Justice

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From Scroll to Sale: How Social Media Marketing Builds Customer Equity Through Brand Experience at Creamsie Whimsie Brumadyadisty, Garry Brumadyadisty; Edi Mulyadi; Erialdy; Teuku Fajar Shadiq
Journal of Management and Bussines (JOMB) Vol. 7 No. 4 (2025): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/770hj964

Abstract

This study aims to analyze the influence of Social Media Marketing Activities (SMMAs) on Customer Equity, with Brand Experience as a mediating variable among consumers of the premium vape product Creamsie Whimsie in Indonesia. The research method used is a quantitative explanatory approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis technique through SmartPLS 4, based on data obtained from 150 social media user respondents. The results show that SMMAs have a significant effect on Brand Experience and Customer Equity, and Brand Experience is proven to mediate the relationship between SMMAs and Customer Equity. The conclusion of this study confirms that an effective social media marketing strategy can build a strong brand experience and positively impact customer value in the context of the niche market for experience-based FMCG products.   Keywords: Social Media Marketing, Brand Experience, Customer Equity, Premium Vape, PLS-SEM
Childfree-Themed YouTube Exposure and National Resilience Attitudes among Indonesian Generation Z technology, Damayanti Masduki; technology, Wahidah R. Bulan; Sri Hartati, Sri Hartati; M. Fikri Akbar, M. Fikri Akbar; Brumadyadisty, Garry Brumadyadisty
Pena Justisia: Media Komunikasi dan Kajian Hukum Vol. 25 No. 1 (2026): Vol. 25 No. 1 (2026): Pena Justisia
Publisher : Faculty of Law, Universitas Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31941/pj.v25i1.7923

Abstract

Digital media platforms increasingly function as arenas for ideological negotiation among younger generations, including debates surrounding the childfree lifestyle in Indonesia. This study examines how exposure to childfree-themed YouTube content influences National Resilience Attitudes (NRA) among Indonesian Generation Z, with National Value Orientation (NVO) as a mediating mechanism. Grounded in Cultivation Theory, Social Cognitive Theory, National Resilience Theory, and Collectivism Theory, the research employs a quantitative explanatory design using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 350 Gen Z respondents in Jakarta and Riau through an online survey. The findings indicate that exposure to childfree-themed content significantly influences national value orientation and national resilience attitudes, both directly and indirectly. National value orientation partially mediates the relationship, demonstrating that digital ideological exposure reshapes civic-national attitudes through value internalization processes. The model exhibits moderate explanatory and predictive power, confirming the central role of digital exposure in civic value formation. This study contributes theoretically by integrating media-effects and national resilience frameworks, and methodologically by developing a predictive PLS-SEM model of ideological digital exposure and civic-national attitudes.
Co-Authors Edi Mulyadi Erialdy M. Fikri Akbar, M. Fikri Akbar Sri Hartati, Sri Hartati technology, Damayanti Masduki technology, Wahidah R. Bulan Teuku Fajar Shadiq