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p-Index From 2021 - 2026
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All Journal Jurnal Ilmu Sosial dan Ilmu Politik Journal of Enterprise and Development (JED)
Diana Fajarwati
Universitas Esa Unggul, Indonesia
Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Social Media Marketing Activities and Their Effect on Brand Loyalty Among Generations Diana Fajarwati; Tiya Nur Haliza
Journal of Enterprise and Development (JED) Vol. 6 No. 3 (2024): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v6i3.11170

Abstract

Purpose: The purpose of this study is to examine how age differences between Generation Z and Millennials influence the effectiveness of Social Media Marketing Activities (SMMA) on Consumer Brand Engagement (CBE) and brand loyalty.Method: This quantitative study utilized an online survey targeting 110 active TikTok users from Generation Z (ages 17-26) and Millennials (ages 27-42) who engage with personal care brands. Data were collected through purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS. The survey measured the impact of Social Media Marketing Activities (SMMA) dimensions—Interactivity, Informativeness, and Trendiness—on Consumer Brand Engagement (CBE) and brand loyalty.Result: The results reveal that age differences significantly influence the impact of Social Media Marketing Activities (SMMA) on Consumer Brand Engagement (CBE) and brand loyalty. While both Generation Z and Millennials respond positively to the SMMA dimensions of Informativeness and Trendiness, only Generation Z shows a significant relationship between Interactivity and CBE, highlighting distinct generational preferences in social media marketing effectiveness.Practical Implications for Economic Growth and Development: The study's findings suggest that adapting social media marketing strategies to the unique preferences of Generation Z and Millennials can enhance consumer engagement, increase brand profitability, and stimulate economic growth by promoting digital market competitiveness and encouraging innovation in the business sector.
Navigating Bureaucratic Challenges: Investigating the Interplay of Psychological Factors and Positive Outcomes in Public Sector Performance Arbania Fitriani; Wihana Kirana Jaya; Sumaryono Sumaryono; Reni Rosari; Diana Fajarwati
JSP (Jurnal Ilmu Sosial dan ilmu Poltik) Vol 29, No 3 (2026): March
Publisher : Faculty of Social and Political Sciences, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/jsp.102526

Abstract

This study investigates the psychological mechanisms underlying public sector employees’ behaviour by examining the moderating role of bureaucratic leadership (BL) in the relationship between public service motivation (PSM) and work engagement (WE), with WE acting as both a mediator and a predictor of affective organisational commitment (AOC) and innovative work behaviour (IWB). Using a quantitative approach, survey data were collected from 2,853 employees of Indonesian State-Owned Enterprises. We used Partial Least Squares Structural Equation Modelling (PLS-SEM) to examine the direct effects and the mediating effects of WE, and the moderating effect of BL. The results emphasise that PSM has a strong positive effect on WE (β = 0.659, P < 0.001) but does not directly influence AOC (β = 0.023, P > 0.05) or IWB (β = 0.027, P > 0.05). WE fully mediates the relationship between PSM and both AOC (β = 0.412, P < 0.001) and IWB (β =0.344, P < 0.001). BL shows significant direct effects on WE (β = 0.169, P < 0.001), AOC (β = 0.186, P < 0.001), and IWB (β = 0.522, P < 0.001). In addition, BL moderates the relationship between PSM and WE at the 10 per cent significance level (β = 0.033, P < 0.10), indicating a context-dependent enabling role. This study extends the JD–R model in the public-sector context by highlighting the central role of WE.
Co-Authors Arbania Fitriani Reni Rosari Sumaryono Sumaryono Tiya Nur Haliza Wihana Kirana Jaya