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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
Co-Authors Astrid Puspaningrum Firsty Yulehinin Ditha Fadilah Ida Yulianti Nanang Suryadi Nurul Amalia Fitriyana Siti Afin Nur Fitriana