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All Journal Jurnal Ilmiah Manajemen Kesatuan
Raditha Dwi Vata Hapsari
Universitas Brawijaya, Indonesia
Economics, Econometrics & Finance Social Sciences

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The Role of Social Media and Online Reviews in Building Brand Loyalty Through Trust Nurul Amalia Fitriyana; Nanang Suryadi; Raditha Dwi Vata Hapsari
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3602

Abstract

The rapid growth of the local skincare industry in Indonesia has highlighted the importance of digital marketing strategies in building consumer loyalty. This study aims to examine the relationships among social media marketing activity, online customer reviews, brand trust, and brand loyalty in the context of local skincare brands such as Wardah, MS Glow, and Somethinc. A quantitative approach was employed, using a structured questionnaire to collect data from 170 consumers aged 17 and above who use these brands. The data were analyzed using partial least squares structural equation modeling to test the hypothesized relationships. The findings reveal that online customer reviews have a direct and significant impact on brand loyalty, while social media marketing activity influences loyalty indirectly through its effect on brand trust. Both social media marketing activity and online customer reviews significantly enhance brand trust, which in turn fosters brand loyalty. The study concludes that local skincare brands should prioritize managing online reviews and creating authentic social media content to build trust and loyalty. These insights offer practical strategies for brand managers to strengthen consumer relationships in a competitive digital market.
The Influence of Time Pressure and Brand Personality on Impulsive Buying Among Generation Z: Local Indonesian Skincare Brands Firsty Yulehinin Ditha Fadilah; Raditha Dwi Vata Hapsari; Ida Yulianti
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3685

Abstract

This research investigates the influence of hedonic motivations, time constraints, and brand personality on impulsive purchasing behaviour, specifically within the context of online consumer activity. The study employs Partial Least Squares (PLS) Structural Equation Modelling (SEM) to examine data from 250 participants. The study's results indicate that hedonic incentives substantially moderate the connection between brand personality and impulsive purchasing behaviour, as well as between time constraints and impulsive purchase. The findings indicate that brand personality and time pressure both positively affect impulsive purchasing, with hedonic motives serving as a crucial mediator. These findings offer significant insights for marketers seeking to enhance consumer engagement in online shopping environments by emphasizing emotional and time-sensitive purchasing triggers. The research enhances the existing literature by expanding the understanding of impulsive buying behavior in the digital age and suggests practical strategies for e-commerce businesses to drive sales.
The Effect of Brand Personality in Building Customer Loyalty in Umrah Travel Services through Brand Trust Siti Afin Nur Fitriana; Astrid Puspaningrum; Raditha Dwi Vata Hapsari
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4340

Abstract

The increasing enthusiasm of Indonesian Muslims to perform umrah has intensified competition among travel agencies, creating a growing need to understand the factors that shape customer loyalty in this service-based industry. Although prior studies have examined determinants of loyalty, limited research integrates brand personality and brand trust specifically within repeated umrah travel experiences, indicating a clear research gap. This study aims to develop hypotheses regarding the factors influencing brand loyalty, with a particular focus on the effect of brand personality mediated by brand trust. This study also addresses how perceptions of competence, sincerity, and enthusiasm as dimensions of brand personality contribute to customer loyalty. Using a quantitative approach, data were collected from 127 umrah pilgrims who had used the same travel agency more than once during the 2022–2024 period, selected through saturated sampling and analyzed using PLS-SEM. The findings reveal that brand personality significantly enhances brand loyalty, while brand trust acts as a mediating mechanism that strengthens this relationship. Trust functions as a psychological bridge that connects perceived brand characteristics with the decision to remain loyal. The study highlights the importance for Umrah travel providers to cultivate trustworthy and compelling brand identities to maintain customer confidence and long-term loyalty. Keywords: brand personality, brand trust, brand loyalty
Examining the Mediating Effect of Technology Trust on Customer Loyalty in a Regional Banking App Ayu Kusumaning Rukmi; Raditha Dwi Vata Hapsari; Taufiq Ismail
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.4479

Abstract

The swift expansion of digital banking has amplified rivalry among financial institutions, rendering customer loyalty essential for maintaining long-term success. Grasping the factors that affect users’ ongoing utilization of mobile banking apps is crucial, especially in regional banks like Bank Jatim. This research seeks to analyze how perceived ease of use, perceived usefulness, and perceived risk influence customer loyalty to the JConnect Mobile application, incorporating trust in technology as a mediating factor and gender as a control variable. Based on the Technology Acceptance Model (TAM), the study uses a quantitative explanatory method. Data were gathered from 180 active JConnect Mobile users throughout East Java and examined using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings indicate that perceived ease of use, perceived usefulness, and perceived risk greatly affect customer loyalty both directly and indirectly via trust in technology. Additionally, trust in technology acts as a vital intermediary in enhancing the connection between users’ views on technology and their loyalty. On the other hand, gender does not have a notable impact on customer loyalty. To summarize, the results indicate that improving user trust and refining technological features are more critical in promoting loyalty compared to demographic traits, presenting significant managerial insights for digital banking advancement.
The Influence of Brand Satisfaction on Brand Loyalty Mediated by Brand Love and Moderated by Brand Reputation Darma Fadhila Benefita; Raditha Dwi Vata Hapsari; Ikhtiara Kaideni Isharina
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.4676

Abstract

Rising competition within Indonesia's local cosmetics sector necessitates that companies comprehend the elements influencing consumer brand loyalty. This research seeks to explore how brand satisfaction and brand love influence brand loyalty, with brand love serving as a mediating factor and brand reputation functioning as a moderating factor. The study employs a quantitative explanatory methodology. Data was gathered from 290 respondents who use local cosmetic products via a questionnaire and analyzed with suitable statistical techniques. The findings show that brand satisfaction and brand love both positively affect brand loyalty, while brand satisfaction also positively impacts brand love. Mediation analysis demonstrates that brand love plays a significant role in mediating the connection between brand satisfaction and brand loyalty. Nonetheless, brand reputation did not significantly influence this relationship. The research indicates that businesses can boost brand loyalty by increasing customer satisfaction and cultivating emotional ties with consumers via product quality, openness, and steady communication tactics.
Co-Authors Astrid Puspaningrum Ayu Kusumaning Rukmi Darma Fadhila Benefita Firsty Yulehinin Ditha Fadilah Ida Yulianti Ikhtiara Kaideni Isharina Nanang Suryadi Nurul Amalia Fitriyana Siti Afin Nur Fitriana Taufiq Ismail