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All Journal JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Reviu Akuntansi, Manajemen, dan Bisnis
Aminullah Assagaf
Universitas Dr. Soetomo, Surabaya, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences

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Perceived Value, Influencer Advertising, and Engagement for Enhanced Customer Loyalty and Advocacy Teguh Maianto; Sukesi Sukesi; Liosten RR.Ully Tampubolon; Aminullah Assagaf; Slamet Ryadi
Jurnal Akuntansi, Keuangan, dan Manajemen Vol 7 No 2 (2026): Maret
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v7i2.5463

Abstract

Purpose: This study examines how influencer marketing and customer engagement enhance loyalty and advocacy, with perceived value as a key mediator, to clarify the mechanisms behind these effects in a competitive digital landscape. Methodology: Using a quantitative survey of active online consumers, this study applied Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the direct effects of influencer-based advertising and customer engagement on perceived value, loyalty, and advocacy, as well as the mediating role of perceived value. Results: The findings demonstrate that both influencer-based advertising (? = 0.452, p < 0.001) and customer engagement (? = 0.384, p < 0.001) significantly boost perceived value. In turn, perceived value significantly mediates the impact of these antecedents on customer loyalty and advocacy, highlighting its critical intermediary role. Notably, while influencer marketing and engagement exert strong direct effects on loyalty, only customer engagement, and not influencer marketing, directly influences advocacy. Conclusions: Influencer-based advertising and customer engagement increase perceived value, strengthening loyalty and advocacy; however, only customer engagement directly influences advocacy. Limitations: This study's cross-sectional methodology records data at only one particular moment, making it more difficult to identify changes over time and to draw conclusions about causal linkages. Contributions: This research contributes to marketing theory and practice by pinpointing perceived value as the essential conduit linking marketing stimuli to lasting customer behaviors. It offers empirical evidence that both influencer strategies and engagement foster loyalty and advocacy principally by enhancing perceived value.
Determinants of Brand Loyalty through Customer Experience and moderated by Government Regulation in Indonesian Television Donny Irawan; Sukesi Sukesi; Aminullah Assagaf
Reviu Akuntansi, Manajemen, dan Bisnis Vol 6 No 1 (2026): Maret
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/rambis.v5i3.6375

Abstract

Purpose: This study aims to analyze the determinants of brand loyalty strategy through customer experience, moderated by government regulation, in the television industry in Indonesia. Methodology/approach: This research employs a quantitative approach, with a population of 7,346,149 television viewers and a sample of 320 respondents selected using proportional sampling techniques. Data analysis was conducted using Structural Equation Modelling (SEM) with SmartPLS software. Results/findings: The findings are expected to demonstrate that business separation significantly influences customer experience, which subsequently strengthens brand trust and loyalty among television audiences. Furthermore, government regulation functions as a moderating variable that may either strengthen or weaken the relationships among variables, depending on the level of policy intervention in the television industry. Conclusions: Technological innovation and television quality content have a significant effect on customer experience, while AI-driven personalization and television quality content have a significant impact on brand loyalty. However, AI Driver Personalization and Technological innovation did not significantly affect brand loyalty. Limitations: Because the study used a quantitative cross-sectional survey that captures data at a single point in time, it cannot establish causal relationships or assess how constructs like customer experience and brand loyalty evolve over time, limiting causal inference in the rapidly changing television and media landscape. Contributions: This study contributes to the marketing management literature, particularly in the context of branding strategy and consumer behaviour within the media industry.
Determinants of Brand Loyalty through Customer Experience and moderated by Government Regulation in Indonesian Television Donny Irawan; Sukesi Sukesi; Aminullah Assagaf
Reviu Akuntansi, Manajemen, dan Bisnis Vol 6 No 1 (2026): Maret
Publisher : Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/rambis.v5i3.6375

Abstract

Purpose: This study aims to analyze the determinants of brand loyalty strategy through customer experience, moderated by government regulation, in the television industry in Indonesia. Methodology/approach: This research employs a quantitative approach, with a population of 7,346,149 television viewers and a sample of 320 respondents selected using proportional sampling techniques. Data analysis was conducted using Structural Equation Modelling (SEM) with SmartPLS software. Results/findings: The findings are expected to demonstrate that business separation significantly influences customer experience, which subsequently strengthens brand trust and loyalty among television audiences. Furthermore, government regulation functions as a moderating variable that may either strengthen or weaken the relationships among variables, depending on the level of policy intervention in the television industry. Conclusions: Technological innovation and television quality content have a significant effect on customer experience, while AI-driven personalization and television quality content have a significant impact on brand loyalty. However, AI Driver Personalization and Technological innovation did not significantly affect brand loyalty. Limitations: Because the study used a quantitative cross-sectional survey that captures data at a single point in time, it cannot establish causal relationships or assess how constructs like customer experience and brand loyalty evolve over time, limiting causal inference in the rapidly changing television and media landscape. Contributions: This study contributes to the marketing management literature, particularly in the context of branding strategy and consumer behaviour within the media industry.
Perceived Value, Influencer Advertising, and Engagement for Enhanced Customer Loyalty and Advocacy Teguh Maianto; Sukesi Sukesi; Liosten RR.Ully Tampubolon; Aminullah Assagaf; Slamet Ryadi
Jurnal Akuntansi, Keuangan, dan Manajemen Vol 7 No 2 (2026): Maret
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v7i2.5463

Abstract

Purpose: This study examines how influencer marketing and customer engagement enhance loyalty and advocacy, with perceived value as a key mediator, to clarify the mechanisms behind these effects in a competitive digital landscape. Methodology: Using a quantitative survey of active online consumers, this study applied Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the direct effects of influencer-based advertising and customer engagement on perceived value, loyalty, and advocacy, as well as the mediating role of perceived value. Results: The findings demonstrate that both influencer-based advertising (? = 0.452, p < 0.001) and customer engagement (? = 0.384, p < 0.001) significantly boost perceived value. In turn, perceived value significantly mediates the impact of these antecedents on customer loyalty and advocacy, highlighting its critical intermediary role. Notably, while influencer marketing and engagement exert strong direct effects on loyalty, only customer engagement, and not influencer marketing, directly influences advocacy. Conclusions: Influencer-based advertising and customer engagement increase perceived value, strengthening loyalty and advocacy; however, only customer engagement directly influences advocacy. Limitations: This study's cross-sectional methodology records data at only one particular moment, making it more difficult to identify changes over time and to draw conclusions about causal linkages. Contributions: This research contributes to marketing theory and practice by pinpointing perceived value as the essential conduit linking marketing stimuli to lasting customer behaviors. It offers empirical evidence that both influencer strategies and engagement foster loyalty and advocacy principally by enhancing perceived value.
Co-Authors Donny Irawan Liosten RR.Ully Tampubolon Slamet Ryadi Sukesi Sukesi Teguh Maianto