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p-Index From 2021 - 2026
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All Journal Journal of Studies in Academic, Humanities, Research, and Innovation
Mulawarman Munsyir
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Religion Chemistry Economics, Econometrics & Finance Education Library & Information Science Mathematics Social Sciences Other

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Cultural Values, Norms And Lifestyle In Shaping Consumer Loyalty: The Moderating Role Of Digital Engagement Ansari Jayanti; Mulawarman Munsyir; Hasnidar; Tasrim
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 3 No. 1 (2026): Vol 3 No 1 June 2026
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v3i1.1440

Abstract

This study examines the influence of cultural values, social norms, and lifestyle on consumer loyalty toward Roti Maros, a prominent local brand in South Sulawesi, Indonesia, while assessing the moderating role of digital engagement. The research is motivated by the increasing integration of cultural identity and digital behavior in shaping consumer-brand relationships, particularly in local product contexts that face the challenge of maintaining authenticity amid digital transformation. Employing a quantitative approach with a structured survey method, data were collected from 191 respondents who are repeat consumers of Roti Maros. The data were analyzed using Structural Equation Modeling (SEM) with WarpPLS to test direct and moderating relationships among latent constructs. However, digital engagement does not significantly moderate the relationship between cultural values and loyalty, and even shows an adverse moderating effect between norms, lifestyle, and loyalty. These findings suggest that while digital platforms enhance brand interaction, excessive digital reliance may weaken the cultural and social bonds that traditionally foster loyalty. The study contributes to understanding consumer behavior by integrating cultural and digital perspectives, offering managerial insights for developing culturally grounded yet digitally balanced marketing strategies.
Co-Authors Ansari Jayanti Hasnidar Tasrim, Tasrim