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All Journal Jurnal Ilmu Manajemen Advantage Jurnal Manajemen Maranatha
Damayanti, Tissa Aulia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Dampak keterlibatan konten digital terhadap pengalaman pelanggan daring melalui kepercayaan dan sikap Damayanti, Tissa Aulia; Christianingrum, Christianingrum; Sumar, Sumar
Jurnal Manajemen Maranatha Vol 25 No 1 (2025): Jurnal Manajemen Maranatha
Publisher : Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28932/jmm.v25i1.13388

Abstract

In response to the growing influence of short-form video in Indonesia’s digital marketing landscape, this study explores how digital content engagement on TikTok affects online customer experience (OCE), using the case of the local skincare brand Somethinc. The research investigates both direct and mediated effects of content engagement categorized into consumption, contribution, and creation OCE, with customer trust and consumer attitude as mediators. Employing a quantitative, causal-explanatory design, data were collected from 437 active TikTok users who follow @somethincofficial through an online survey. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to test the hypothesized relationships. The findings demonstrate that digital content engagement positively influences OCE not only directly, but also indirectly through trust and attitude. Customer trust functions as a psychological enabler that deepens the relationship between engagement and experience, while consumer attitude acts as a filter translating users’ cognitive and affective responses into evaluative outcomes. The model meets the criteria for construct reliability, convergent, and discriminant validity. An R² value of 43.5% for OCE indicates a substantial explanatory capability. These results underscore the importance of producing content that not only attracts interactions but also fosters credibility and emotional connection. Marketers should emphasize content that is informative, authentic, and visually appealing to cultivate trust and favorable attitudes, ultimately enhancing the digital journey. This study contributes to theory by embedding psychological mediators into the COBRAs framework and reinforces TikTok’s strategic role in shaping comprehensive brand experiences. Future studies may expand to other platforms and methodological approaches.
How Social Media and e-WOM Build Perlang Tourist Village’s Brand Damayanti, Tissa Aulia; Pusparini, Marissa; Barasa, Robert Tua
Jurnal Ilmu Manajemen Advantage Vol. 9 No. 2 (2025): Desember 2025
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/adv.v9i2.1713

Abstract

This study examines the impact of social media quality and credibility on enhancing destination brand awareness through electronic word-of-mouth (e-WOM), utilizing Perlang Tourist Village in Bangka Belitung as a case study. Despite its national recognition, Perlang faces challenges in digital branding and infrastructure, necessitating strategic social media engagement to address these issues. Employing a quantitative explanatory design, data were collected from 307 respondents via purposive sampling and analyzed using PLS-SEM. The results show that both social media quality and credibility significantly influence destination brand awareness, with e-WOM serving as a key mediating variable. All seven hypotheses were supported, confirming the conceptual framework. The findings suggest that high-quality and credible content fosters trust, encourages user advocacy, and strengthens brand recognition. This research contributes to the theoretical understanding of digital branding in community-based tourism and offers practical implications for destination marketers seeking to optimize social media strategies.
Co-Authors Barasa, Robert Tua Christianingrum Pusparini, Marissa Sumar, Sumar