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Matrik: Jurnal Manajemen, Strategi Bisnis, Dan Kewirausahaan
Published by Universitas Udayana
ISSN : -     EISSN : 23028890     DOI : -
Core Subject : Economy, Science,
MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN aims as a medium of exchange of information and scientific works among the teaching staff, alumni, students, practitioners and observers of science in management, business strategy and entrepreneurship. MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN welcomes both theoretical and empirical contributions. Nonetheless, theoretical papers should yield novel testable implications, and empirical papers should be theoretically well-motivated. The Editors view management, business strategy and entrepreneurship as being closely related to economics and, as a consequence, papers submitted will often have theoretical motivations that are grounded in economics. MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN accepts articles based on research findings and conceptual studies in the fields of marketing, finance, human resources management, and entrepreneurship management. Topics of interest include, but are not limited to: Human Resources Management, Financial Management, Marketing Management, Strategic Management, Organizational Behavior, Operations Management, Islamic Business Studies, Entrepreneurship, E-business, Corporate Governance, International Business The Journal Welcome both empirical and theoretical studies that are original, have not been previously published, and are not under consideration for publication elsewhere.
Articles 41 Documents
Social Media Engagement Effect on Brand Extension and Loyalty: Luxury and Non-Luxury Brands Rahmadina, Dinda; Rifelly Dewi Astuti
MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN Vol. 20 No. 1 (2026)
Publisher : Faculty of Economics and Business Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/MATRIK:JMBK.2026.v20.i01.p01

Abstract

This study examines the influence of Consumer Engagement (CE) on social media on Brand Extension (BExt) success and Brand Loyalty, comparing luxury and non-luxury brands in Indonesia. Addressing limited comparative evidence across these segments, a quantitative design was employed using survey data from 442 active social media users, including non-luxury brand consumers (n=215) and luxury brand consumers (n=227). Structural Equation Modeling (SEM) with SmartPLS assessed the effects of cognitive, affective, and activation dimensions of CE on attitudes toward brand extensions, extended brand loyalty, and parent brand loyalty. Results reveal significant segment differences: cognitive engagement drives extension attitudes for non-luxury brands, whereas affective engagement is more influential for luxury brands. Activation positively affects extension attitudes in both segments. Attitudes toward brand extensions significantly predict extended and parent brand loyalty. Multi-Group Analysis confirms contextual differences, offering theoretical contributions and practical implications for segment-specific social media strategies in competitive digital markets