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All Journal Interdisciplinary Social Studies Journal of Social Research Journal Research of Social Science, Economics, and Management Journal of Multidisciplinary Academic Business Studies
Maria Apsari Sugiat
Telkom University, Indonesia
Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences

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The Influence of Digital Content Marketing Fit on Customer Engagement Through Content Engagement in B2B Services Priambodo Adi Wicaksono; Maria Apsari Sugiat
Interdisciplinary Social Studies Vol. 4 No. 4 (2025): Regular Issue: July-September 2025
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v4i4.896

Abstract

In the era of digital transformation, Digital Content Marketing (DCM) has become a key strategy for increasing B2B customer engagement. Telkomsel Enterprise uses various digital platforms to distribute educational content, product promotions, and case studies supporting the customer journey. However, challenges remain in ensuring that content effectively aligns with customer journey stages to maximize engagement and business outcomes. This research aims to analyze the effect of content–customer journey stage fit on content engagement and firm engagement, while testing the mediating role of content engagement and the moderating effects of social media usage frequency and organizational position. This research employed a quantitative approach using scenario-based online experiments. Data were collected from 420 B2B customers of Telkomsel Enterprise who had been exposed to the company's digital marketing content. Analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine direct, mediating, and moderating relationships. Results show that perceived content–journey fit significantly increases content engagement, which fully mediates its effect on firm engagement. Social media usage frequency strengthens the impact of content–journey fit on content engagement, while higher organizational position weakens the effect of content engagement on firm engagement.
The Relationship Between Customer Relationship Management and Customer Loyalty and the Moderation of Customer Trust Ade Setiawan; Lia Yuldinawati; Maria Apsari Sugiat
Journal of Social Research Vol. 4 No. 9 (2025): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v4i8.2688

Abstract

Customer trust and loyalty are things that help businesses grow. Factors that influence customer trust and loyalty are evidenced by customer satisfaction with the services provided by the company. Companies observe Customer Relationship Management (CRM) not only to increase company revenue, but also believe that Customer Relationship Management (CRM) should be at the heart of all business strategies. Customer Relationship Management (CRM) is used by companies to understand customers and aspects that affect customer satisfaction and loyalty. This study aims to determine how much influence the moderating role, namely customer trust with the customer relationship management (CRM) component and its relationship with customer loyalty at PLN UP3 Kupang. This research applies quantitative methods with a causal approach. A total of 300 respondents who are potential customers or the B2B segment of PLN UP3 Kupang were sampled. The data obtained were analyzed using the Structural Equation Modeling (SEM) method to evaluate the relationship between variables and test the mediation and moderation effects in the conceptual model developed. The results showed that of the five components of Customer Relationship Management which include customer knowledge, customer orientation, customer advocacy, customer engagement, and technological capability, only three variables were proven to have a positive and significant influence on customer loyalty. The three variables are customer knowledge, customer advocacy, and customer trust.
Brand Community Knowledge, Involvement, Trust, Engagement, And Brand Loyalty (Glow Up Agents Community) Andi Ade Rufiani RM; Maria Apsari Sugiat
Journal Research of Social Science, Economics, and Management Vol. 5 No. 2 (2025): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i2.940

Abstract

The development of digital technology makes the brand community a key strategy to build loyalty in the beauty industry. This study examines the "Glow Up Agents" community by BHUMI Skincare, using the KITE (Knowledge, Involvement, Trust, Engagement) framework to analyze its influence on brand community engagement and brand loyalty. The PLS-SEM method was used with questionnaire data from active members to 184 respondents. The results showed that the entire hypothesized relationship was positively significant: the KITE dimension influenced member participation, which in turn increased brand loyalty. It affirms the important role of understanding, interaction, and trust. Practical advice includes community optimization, while academic advice recommends exploring additional variables for deeper understanding.
Impact of social media marketing activity on brand loyalty Wahyu Yunanto; Maria Apsari Sugiat; Maya Ariyanti
Journal of Multidisciplinary Academic Business Studies Vol. 2 No. 3 (2025): May
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jomabs.v2i3.2899

Abstract

Purpose: This study examines the effectiveness of Social Media Marketing Activities (SMMA) in enhancing brand loyalty at PT. Mumpuni Inti Mandiri. It evaluates customer perceptions of SMMA, self-brand connection, brand equity, brand trust, and their influence on brand loyalty. Method: A quantitative positivist approach was applied. Data were gathered through online surveys targeting PT customers. Mumpuni Inti Mandiri. Structural equation Modelling (SEM) using Partial Least Squares (PLS) via SmartPLS 3.2.6 was employed to analyze the data. Validity and reliability tests ensured the accuracy of the instruments. The hypotheses were tested using one-tailed T-statistics. Results: The results show that Customer perceptions of SMMA, self-brand connection, brand equity, brand trust, and brand loyalty were in the high category. SMMA significantly influences self-brand connection, brand equity, and brand trust. Moreover, brand loyalty is affected both directly and indirectly by these mediators. This implies that PT. Mumpuni Inti Mandiri’s social media strategies are effective in fostering emotional connection, consumer trust, and long-term loyalty. Conclusions: SMMA plays a vital role in building brand loyalty by enhancing brand-related psychological factors. Integrated social media marketing efforts have proven to be valuable in creating strong brand-consumer relationships. Limitations: The study’s scope was limited to one company and used self-reported survey data, which may affect generalizability. Contribution and Novelty: This study introduces an integrated model that connects SMMA with brand loyalty through emotional and cognitive pathways, offering insights into effective digital branding strategies in emerging markets.
Co-Authors Ade Setiawan Andi Ade Rufiani RM Lia Yuldinawati Maya Ariyanti Priambodo Adi Wicaksono Wahyu Yunanto