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All Journal Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE) International Journal of Education Management and Religion
Muhammad Haldy
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Religion Humanities Economics, Econometrics & Finance Education Social Sciences Other

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Empowering Engagement: Digital Community Marketing Strategies In The Era Of Interactive Platforms Diana; Muhammad Haldy
International Journal of Education Management and Religion Vol. 3 No. 1 (2026): January 2026
Publisher : Pondok pesantren As-salafiyah As-Safi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/ijemr.v3i1.1107

Abstract

This study explores the implementation of digital community marketing strategies as a means to strengthen customer engagement in the era of interactive platforms. The research highlights how digital communities serve as powerful ecosystems that enable brands to build trust, foster participation, and create meaningful relationships with consumers. Through the use of social media, online forums, and other interactive tools, companies can shift from transactional marketing to engagement-driven communication. The study employs a qualitative-descriptive approach by analyzing various case studies of successful digital community initiatives across industries. The findings reveal that active interaction, personalized content, and community empowerment are key drivers of customer loyalty and advocacy in the digital age. Ultimately, this research emphasizes that sustainable marketing success depends on the brand’s ability to nurture a sense of belonging and co-creation within its digital community.
Pengaruh Citra Merek, Kepercayaan dan Promosi Terhadap Keputusan Pembelian Kosmetik Two Way Cake Maybelline di Batam Larra Vebiola; Muhammad Haldy
Jurnal Riset Rumpun Ilmu Ekonomi Vol. 5 No. 1 (2026): April: Jurnal Riset Rumpun Ilmu Ekonomi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrie.v5i1.7956

Abstract

This study aims to comprehensively examine the role of brand image, trust, and promotional intensity in shaping purchasing decisions for Maybelline two-way cake cosmetic products in Batam City. The implemented research design adopted a descriptive quantitative approach involving 204 participants who had actual experience in purchasing the product in question. Respondents were determined through purposive sampling technique based on Jacob Cohen's calculations to ensure empirical representativeness of the research sample. Primary data were collected through the distribution of structured questionnaire instruments, then processed and analyzed using hierarchical statistical stages that included testing the validity and reliability of the instrument, verification of classical assumptions, multiple linear regression modeling, and hypothesis testing through partial (t) and simultaneous (F) tests. Empirical findings indicate that brand image contributes 23.9% to purchasing decisions, trust influences 39.1%, while promotion contributes the most dominant influence at 14.7%. The coefficient of determination (R²) value of 82.9% indicates that the three independent variables are simultaneously able to explain variations in consumer purchasing decisions in a substantial proportion. The results of both partial and simultaneous tests confirm a positive and significant influence between brand image, trust, and promotion on purchasing decisions for Maybelline cosmetics in Batam.
Co-Authors Diana Larra Vebiola