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All Journal Jurnal Ekonomi Manajemen Sistem Informasi Dinasti International Journal of Education Management and Social Science
Wikrama Wardana
Universitas Pramita Indonesia, Tangerang, Indonesia
Economics, Econometrics & Finance Education

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Examining the Effect of Social Media Engagement on Purchase Intention: A Study of Generation Z Consumers Wikrama Wardana
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 5 (2025): Dinasti International Journal of Education Management and Social Science (June
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i5.4634

Abstract

The digital revolution has significantly changed the marketing landscape, particularly through social media, which is now the main platform for building relationships between brands and consumers. This study aims to examine the influence of social media involvement on the purchase intention of Generation Z consumers in Indonesia. This study uses a quantitative approach with a survey method, collecting data from 250 Generation Z respondents who actively interact with brands on social media. Data analysis was carried out using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that social media engagement has a positive and significant effect on purchase intent, with a strong path coefficient and a high level of significance. These findings reinforce the Stimulus-Organism-Response (S-O-R) model in the context of digital consumer behavior, as well as emphasize the importance of active engagement strategies to drive purchasing decisions. This research makes a theoretical contribution to the social media engagement literature and offers managerial implications for brands looking to optimize digital interactions with Generation Z consumers.
The Role of Emotional Branding in Echancing Customer Satisfaction and Loyalty Wikrama Wardana
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 6 No. 5 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Mei - Juni 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v6i5.4976

Abstract

The increasing competitiveness of global and regional markets has necessitated a shift from traditional, functional branding toward strategies that foster emotional connections with consumers. This study aims to examine the influence of emotional branding on customer satisfaction and customer loyalty, with customer satisfaction analyzed as a mediating variable. A quantitative approach was adopted, and data were collected from 250 consumers in Indonesia who have engaged with brands employing emotional branding strategies. Using partial least squares structural equation modeling (PLS-SEM), the findings reveal that emotional branding has a significant positive effect on both customer satisfaction and customer loyalty. Furthermore, customer satisfaction significantly mediates the relationship between emotional branding and customer loyalty. The results suggest that emotional branding not only directly fosters loyalty but also enhances satisfaction, which in turn leads to stronger and more sustainable loyalty. The study contributes to the emotional branding literature by validating these relationships in the emerging market context of Indonesia. It also provides managerial insights, emphasizing the need for brands to ensure that emotional engagement is consistently supported by satisfying customer experiences to optimize loyalty outcomes.
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