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All Journal Journal of Innovative and Creativity Jurnal Manajemen, Bisnis dan Kewirausahaan
Sitta Kusuma
Universitas Mitra Bangsa
Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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From Social Media Engagement to Business Growth: Exploring the Dynamics of Digital Consumer Behavior Sitta Kusuma
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 3 (2025): Desember : Jurnal Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jumbiku.v5i3.5976

Abstract

This study explores the role of consumer engagement on social media in driving business growth, focusing on emotional and social interactions as key contributors to performance. Engagement activities such as liking, commenting, and sharing branded content were shown to significantly enhance sales, strengthen customer loyalty, and improve brand visibility. Using a mixed-method design combining online surveys and semi-structured interviews with businesses, the research found that active interaction with brand content fosters stronger purchase intentions and long-term loyalty. The findings further emphasize the role of social influence, noting that recommendations and endorsements from friends, peers, and influencers increase the impact of engagement on consumer decisions. Companies that demonstrate transparency and responsiveness in digital communication are more likely to build trust, which acts as a vital mediator linking engagement behaviors to business growth. This suggests that trust is not merely a secondary outcome but a central mechanism in the engagement–performance relationship.From a managerial standpoint, the study highlights the importance of producing relatable and engaging content tailored to target audiences, utilizing the reach of social networks and influencers, and practicing authentic, transparent communication. These strategies enable firms to build stronger consumer relationships while achieving sustainable growth. For future studies, the research calls for deeper exploration of distinct engagement types, such as cognitive versus emotional responses, across different social media platforms. It also suggests examining how emerging technologies, including artificial intelligence and virtual reality, may shape evolving patterns of consumer engagement and their impact on business performance.
Implikasi Promosi dan Citra Merek Terhadap Minat Melalui Kualitas Pelayanan pada PT. Jalur Nugraha Ekakurir (JNE) Syelvi Adelia; Zaharuddin Zaharuddin; Sitta Kusuma
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.5662

Abstract

This study aims to determine and analyze the extent of the influence of Promotion on Service Quality at PT Jalur Nugraha Ekakurir (JNE). To determine and analyze the extent of the influence of Brand Image on Service Quality at PT Jalur Nugraha Ekakurir (JNE). To determine and analyze the simultaneous influence of Promotion and Brand Image on Service Quality at PT Jalur Nugraha Ekakurir (JNE). To determine and analyze the extent of the influence of Service Quality on Interest at PT Jalur Nugraha Ekakurir (JNE). To determine and analyze the simultaneous influence of Promotion and Brand Image on Interest at PT Jalur Nugraha Ekakurir (JNE). The population studied is 19,962 consumers of PT Jalur Nugraha Ekakurir (JNE) in the 2024 period. The sampling technique used is Probability Sampling with the Simple Random Sampling technique, and the sample in this study was measured using the Slovin formula, resulting in 100 respondents. The data collection techniques used in this research are questionnaires and observation. This study is designed using a descriptive method with a quantitative approach by using SmartPLS 3.0. The results of the study show that 1) There is a positive and significant influence of Promotion on Service Quality at PT Jalur Nugraha Ekakurir (JNE). This is evidenced by a path coefficient of 0.320 and a p-value of 0.000. 2) There is a positive and significant influence of Brand Image on Service Quality at PT Jalur Nugraha Ekakurir (JNE). This is evidenced by a path coefficient of 0.578 and a p-value of 0.000. 3) There is a positive and significant simultaneous influence of Promotion and Brand Image on Service Quality at PT Jalur Nugraha Ekakurir (JNE). This is indicated by an R Square value of 0.951 or 95.1%. 4) There is a positive and significant influence of Service Quality on Interest at PT Jalur Nugraha Ekakurir (JNE). This is evidenced by a path coefficient of 0.807 and a p-value of 0.000. 5) There is a positive and significant simultaneous influence of Promotion and Brand Image on Interest at PT Jalur Nugraha Ekakurir (JNE). This is indicated by an R Square value of 0.951 or 95.1%.
Co-Authors Syelvi Adelia Zaharuddin