The Mediating Effect of Consumer Brand Engagement on the Relationship between Social Media Marketing and Repurchase Intention
DOI:
https://doi.org/10.21580/jdmhi.2022.4.2.13137Keywords:
Customer Brand Engagement, Repurchase Intention, Social Media Marketing, Muslim Fashion Online Store.Abstract
Social media become the primary marketing to enhance repurchase intention in e-commerce. However, not many companies in Indonesia use it to increase sales and gain profits. In addition, some literature reveals that the effect of social media marketing is not significant on repurchase intention. Several studies have shown that the dimensions of social media marketing have no significant effect on consumer behaviour. This study aimed to investigate the influence of social media marketing on repurchase intention through consumer brand engagement. The data were collected from 100 consumers of online Muslim fashion products in Central Java. Data were analysed using the model partial least square structural equation (PLS-SEM) with two steps namely confirmatory and structural analysis. The result indicated that social media marketing had a positive relationship with repurchase intention. Moreover, consumer brand engagement can be mediating the relationship between social media marketing and the repurchase intention of Muslim fashion products in Indonesia. The theoretical implication of this study is to provide an overview of the factors that shape consumer repurchase intention based on Stimulus-Organism-Response theory. The practical implication is that business practitioners should pay more attention to marketing through social media than conventional marketing.
Downloads
References
Abzari, M., Ghassemi, R. A., & Vosta, L. N. (2014). Analysing the Effect of Social Media on Brand Attitude and Purchase Intention: The Case of Iran Khodro Company. Procedia - Social and Behavioral Sciences, 143, 822-826. doi: https://doi.org/10.1016/j.sbspro.2014.07.483
Adhitya, F. (2021). Restructuring MSMEs Businesses Through the Use of Digital Marketing as a Reflection on the Economic Impact of the Covid-19 Pandemic. Journal of Digital Marketing and Halal Industry, 3(2), 133-148. doi: https://doi.org/10.21580/jdmhi.2021.3.2.8440
Ahmad, N., Salman, A., & Ashiq, R. (2015). The impact of social media on fashion industry: Empirical investigation from Karachiites. Journal of resources development and management, 7(1-7).
Ahmed, M. A., & Zahid, Z. (2014). Role of social media marketing to enhance CRM and brand equity in terms of purchase intention. Asian Journal of management research, 4(3), 533-549.
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77. doi: https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Alanadoly, A., & Salem, S. (2022). Fashion involvement, opinion-seeking and product variety as stimulators for fashion e-commerce: an investigated model based on S-O-R model. Asia Pacific Journal of Marketing and Logistics, 34(10), 2410-2434. doi: https://doi.org/10.1108/APJML-06-2021-0447
Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53, 101767. doi: https://doi.org/10.1016/j.jretconser.2019.01.016
Amoako, G. K., Doe, J. K., & Neequaye, E. K. (2021). Online innovation and repurchase intentions in hotels: the mediating effect of customer experience. International Hospitality Review, ahead-of-print(ahead-of-print). doi: https://doi.org/10.1108/IHR-02-2021-0008
Ancillai, C., Terho, H., Cardinali, S., & Pascucci, F. (2019). Advancing social media driven sales research: Establishing conceptual foundations for B-to-B social selling. Industrial Marketing Management, 82, 293-308. doi: https://doi.org/10.1016/j.indmarman.2019.01.002
Andriani, N., Mugiono, M., & Rahayu, M. (2021). Utilitarian Shoping Value and Hedonic Shoppng Value to Improve Customer Satisfaction and Repurchase Intention on E-Commerce Business. Jurnal Aplikasi Manajemen, 19(1), 166-174. doi: http://dx.doi.org/10.21776/ub.jam.2021.019.01.15
Angelyn, A., & Kodrat, D. S. (2021). The Effect of Social Media Marketing on Purchase Decision with Brand Awareness as Mediation on Haroo Table. International Journal of Review Management Business and Entrepreneurship (RMBE), 1(1), 16-24. doi: https://doi.org/10.37715/rmbe.v1i1.1946
Anshu, K., Gaur, L., & Singh, G. (2022). Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation. Journal of Retailing and Consumer Services, 64, 102798. doi: https://doi.org/10.1016/j.jretconser.2021.102798
Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers purchase decision: A mediation analysis of brand awareness. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(2), 156-168. doi: http://dx.doi.org/ 10.31106/jema.v17i2.6916
Arif, M. E. (2019). The influence of electronic word of mouth (eWOM), brand image, and price on re-purchase intention of airline customers. Jurnal Aplikasi Manajemen, 17(2), 345-356. doi: http://dx.doi.org/10.21776/ub.jam.2019.017.02.18
Awang, Z. (2012). A handbook on SEM, Chapter 8: MPWS Publisher.
Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287. doi: https://doi.org/10.1108/JRIM-06-2016-0065
Benitez, J., Henseler, J., Castillo, A., & Schuberth, F. (2020). How to perform and report an impactful analysis using partial least squares: Guidelines for confirmatory and explanatory IS research. Information & Management, 57(2), 103168. doi: https://doi.org/10.1016/j.im.2019.05.003
Brandão, A., Pinho, E., & Rodrigues, P. (2019). Antecedents and consequences of luxury brand engagement in social media. Spanish Journal of Marketing - ESIC, 23(2), 163-183. doi: https://doi.org/10.1108/SJME-11-2018-0052
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114. doi: https://doi.org/10.1016/j.jbusres.2011.07.029
Calder, B. J., Malthouse, E. C., & Maslowska, E. (2016). Brand marketing, big data and social innovation as future research directions for engagement. Journal of Marketing Management, 32(5-6), 579-585. doi: https://doi.org/10.1080/0267257X.2016.1144326
Cartwright, S., Liu, H., & Raddats, C. (2021). Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review. Industrial Marketing Management, 97, 35-58. doi: https://doi.org/10.1016/j.indmarman.2021.06.005
Chae, H., Ko, E., & Han, J. (2015). How do customers' SNS participation activities impact on customer equity drivers and customer loyalty? Focus on the SNS services of a global SPA brand. Journal of Global Scholars of Marketing Science, 25(2), 122-141. doi: https://doi.org/10.1080/21639159.2015.1012809
Chan, T. K. H., Zheng, X., Cheung, C. M. K., Lee, M. K. O., & Lee, Z. W. Y. (2014). Antecedents and consequences of customer engagement in online brand communities. Journal of Marketing Analytics, 2(2), 81-97. doi: https://doi.org/10.1057/jma.2014.9
Chawla, Y., & Chodak, G. (2021). Social media marketing for businesses: Organic promotions of web-links on Facebook. Journal of Business Research, 135, 49-65. doi: https://doi.org/10.1016/j.jbusres.2021.06.020
Chen, Y., Fay, S. A., & Wang, Q. (2011). The Role of Marketing in Social Media: How Online Consumer Reviews Evolve. Marketing Science eJournal, 25(2), 85-94. doi: http://doi.org/10.2139/ssrn.1710357
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695-720. doi: https://doi.org/10.1108/APJML-04-2019-0262
Cheung, M. L., Pires, G. D., Rosenberger Iii, P. J., & De Oliveira, M. J. (2021). Driving COBRAs: the power of social media marketing. Marketing Intelligence & Planning, 39(3), 361-376. doi: 10.1108/MIP-11-2019-0583
Cheung, M. L., Pires, G. D., Rosenberger, P. J., & De Oliveira, M. J. (2020). Driving consumer–brand engagement and co-creation by brand interactivity. Marketing Intelligence & Planning, 38(4), 523-541. doi: 10.1108/MIP-12-2018-0587
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K. S., & Ting, H. (2020). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Australasian Marketing Journal, 29(2), 118-131. doi: 10.1016/j.ausmj.2020.03.006
Chiang, C.-T., Wei, C.-F., Parker, K. R., & Davey, B. (2017). Exploring the drivers of customer engagement behaviours in social network brand communities: towards a customer-learning model. Journal of Marketing Management, 33(17-18), 1443-1464. doi: https://doi.org/10.1080/0267257X.2017.1399922
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75. doi: 10.2501/IJA-30-1-047-075
Constantinides, E. (2004). Influencing the online consumer's behavior: the Web experience. Internet Research, 14(2), 111-126. doi: https://doi.org/10.1108/10662240410530835
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608-620. doi: https://doi.org/10.1016/j.jbusres.2020.10.016
de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91. doi: https://doi.org/10.1016/j.intmar.2012.01.003
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28-42. doi: 10.1108/JPBM-06-2014-0635
Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research, 25(4), 498-526. doi: https://doi.org/10.1108/IntR-01-2014-0020
El Junusi, R. (2020). Digital marketing during the pandemic period; A study of islamic perspective. Journal of Digital Marketing and Halal Industry, 2(1), 15-28. doi: https://doi.org/10.21580/jdmhi.2020.2.1.5717
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55. doi: https://doi.org/10.1016/j.chb.2016.03.003
Erlangga, H., Sunarsi, D., Pratama, A., Nurjaya, N., Sintesa, N., Hindarsah, I., & Juhaeri, J. (2021). Effect of Digital Marketing and Social Media on Purchase Intention of Smes Food Products. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3), 3672-3678. doi: https://doi.org/10.17762/turcomat.v12i3.1648
Farook, F. S., & Abeysekara, N. (2016). Influence of social media marketing on customer engagement. International Journal of Business and Management Invention, 5(12), 115-125.
Febrian, A., & Ahluwalia, L. (2021). Investigating The Antecedents of Consumer Brand Engagement to Luxury Brands on Social Media. Indonesian Journal of Business and Entrepreneurship (IJBE), 7(3), 245-245. doi: https://doi.org/10.17358/ijbe.7.3.245
Ganawati, G., & Sumardi, A. (2021). Peran elemen social media marketing, consumer brand engagement sebagai stimulus terhadap brand loyalty (The role of social media marketing elements, consumer brand engagement as a stimulus to brand loyalty). Media Riset Bisnis & Manajemen, 21(1), 25-42. doi: http://dx.doi.org/10.25105/mrbm.v21i1.9749
Gani, M. O., Roy, H., Rahman, M. S., Faroque, A. R., Gupta, V., & Prova, H. T. (2022). Effect of social media influence on consumer’s purchase intention of organic beauty products: the role of customer’s engagement and generativity. International Journal of Spa and Wellness, 6(1), 1-24. doi: 10.1080/24721735.2022.2096292
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841. doi: https://doi.org/10.1016/j.jbusres.2016.04.181
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.): Sage publications.
Hair Jr, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling: saGe publications.
Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404. doi: https://doi.org/10.2501/IJMR-2014-025
Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7-23. doi: 10.1108/PRR-08-2017-0034
Hanaysha, J. R., Sharma, A., & Momani, A. M. An Exploration of Social Media Marketing Features and Brand Loyalty in The Fast Food Industry. Journal of Content, Community & Communication, 17(7), 81-92. doi: https://doi.org/10.31620/JCCC.12.21/08
Hardiyanto, N., Perera, H. L. K., & Kusdibyo, L. (2020). Customer Purchase Intentions on Hijab Fashion: The Role of Social Media Marketing Instagram and Product Quality. International Journal of Applied Business Research, 2(02), 139-149. doi: ttps://doi.org/10.35313/ijabr.v2i02.108
Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312-335. doi: https://doi.org/10.1007/s11747-016-0509-2
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2016). Customer engagement with tourism social media brands. Tourism Management, 59, 597-609. doi: 10.1016/j.tourman.2016.09.015
Hasan, M., & Sohail, M. S. (2021). The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands. Journal of International Consumer Marketing, 33(3), 350-367. doi: https://doi.org/10.1080/08961530.2020.1795043
Hellier, P., Geursen, G., Carr, R., & Rickard, J. (2003). Customer Repurchase Intention: A General Structural Equation Model. European journal of marketing, 37, 1762-1800. doi: 10.1108/03090560310495456
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52. doi: https://doi.org/10.1002/dir.10073
Ho, C.-I., Liu, Y., & Chen, M.-C. (2022). Antecedents and consequences of consumers’ attitudes toward live streaming shopping: an application of the stimulus–organism–response paradigm. Cogent Business & Management, 9(1), 2145673. doi: https://doi.org/10.1080/23311975.2022.2145673
Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807. doi: http://dx.doi.org/10.1080/0267257X.2010.500132
Hollebeek, L. D., Conduit, J., Sweeney, J., Soutar, G., Karpen, I. O., Jarvis, W., & Chen, T. (2016). Epilogue to the Special Issue and reflections on the future of engagement research. Journal of Marketing Management, 32(5-6), 586-594. doi: https://doi.org/10.1080/0267257X.2016.1144340
Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45, 27-41. doi: https://doi.org/10.1016/j.intmar.2018.07.003
Huerta-Álvarez, R., Cambra-Fierro, J. J., & Fuentes-Blasco, M. (2020). The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy. Journal of Destination Marketing & Management, 16, 100413. doi: https://doi.org/10.1016/j.jdmm.2020.100413
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351. doi: https://doi.org/10.1108/JPBM-05-2013-0299
Ibrahim, B. (2022). Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination. Journal of Promotion Management, 28(1), 60-90. doi: https://doi.org/10.1080/10496491.2021.1955080
Immanuel, D. M., & Bianda H.S., A. (2021). The Impact of Using Influencer on Consumer Purchase Intention with Attitude Toward Influencer and Brand Attitude As Mediator. Jurnal Aplikasi Manajemen, 19(4), 766-781. doi: https://doi.org/10.21776/ub.jam.2021.019.04.06
Islam, J. U., & Rahman, Z. (2016). The transpiring journey of customer engagement research in marketing. Management Decision, 54(8), 2008-2034. doi: 10.1108/MD-01-2016-0028
Ji, C., Mieiro, S., & Huang, G. (2021). How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement. Journal of Research in Interactive Marketing, ahead-of-print(ahead-of-print). doi: https://doi.org/10.1108/JRIM-04-2020-0067
Khoirunnisa, A., & Astini, R. (2021). The Effects of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust as Variable Mediation for Wearing Klamby Hijab Fashion Products. European Journal of Business and Management Research, 6(6), 35-41. doi: https://doi.org/10.24018/ejbmr.2021.6.6.1145
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. doi: https://doi.org/10.1016/j.jbusres.2011.10.014
Kotler, P., Kartajaya, H., & Hooi, D. H. (2020). Marketing 4.0: moving from traditional to digital. Jakarta: Pt Gramedia Pustaka Utama.
Koufteros, X., Babbar, S., & Kaighobadi, M. (2009). A paradigm for examining second-order factor models employing structural equation modeling. International Journal of Production Economics, 120(2), 633-652. doi: https://doi.org/10.1016/j.ijpe.2009.04.010
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310-330. doi: 10.1108/MRR-07-2015-0161
Lim, X. J., Radzol, A., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36. doi: https://doi.org/10.14707/ajbr.170035
Liu, X., Shin, H., & Burns, A. C. (2021). Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing. Journal of Business Research, 125, 815-826. doi: https://doi.org/10.1016/j.jbusres.2019.04.042
Malarvizhi, C. A., Al Mamun, A., Jayashree, S., Naznen, F., & Abir, T. (2022). Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets. Heliyon, 8(8), e10145. doi: https://doi.org/10.1016/j.heliyon.2022.e10145
Manthiou, A., Chiang, L., & Tang, L. (2013). Identifying and Responding to Customer Needs on Facebook Fan Pages. International Journal of Technology and Human Interaction (IJTHI), 9(3), 36-52.
Manzoor, U., Baig, S. A., Hashim, M., & Sami, A. (2020). Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust. International Journal of Entrepreneurial Research, 3(2), 41-48. doi: https://doi.org/10.31580/ijer.v3i2.1386
Maskuroh, N., Fahlevi, M., Irma, D., Rita, R., & Rabiah, A. (2022). Social media as a bridge to e-commerce adoption in Indonesia: A research framework for repurchase intention. International Journal of Data and Network Science, 6(1), 107-114. doi: https://doi.org/10.5267/j.ijdns.2021.9.017
Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business & Management, 8(1), 1870797. doi: https://doi.org/10.1080/23311975.2020.1870797
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. doi: https://doi.org/10.1016/j.techfore.2021.121246
Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention. Online Information Review, 40(7), 1090-1110. doi: https://doi.org/10.1108/OIR-11-2015-0373
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 13-46. doi: 10.2501/IJA-30-1-013-046
Musa, H., Ab Rahim, N., Azmi, F. R., Shibghatullah, A. S., & Othman, N. A. (2016). Social media marketing and online small and medium enterprises performance: Perspective of Malaysian small and medium enterprises. International Review of Management and Marketing, 6(S7), 1-8.
Nafiuddin, N., & Hamdan, H. (2020). Utilization of Digital Marketing to Improve Sales Volume of MSME's Products. Journal of Digital Marketing and Halal Industry, 2(1), 29-42. doi: 10.21580/jdmhi.2020.2.1.5282
Nasidi, Q. Y., Ahmad, M. F., Dahiru, J. M., & Garba, M. (2021). Mediating Role of Social Media on Online Shopping Behavior: Smart-PLS Approach. The Journal of Management Theory and Practice (JMTP), 2(4), 49-55. doi: http://dx.doi.org/10.37231/jmtp.2021.2.4.154
Ng, S. C., Sweeney, J. C., & Plewa, C. (2020). Customer engagement: A systematic review and future research priorities. Australasian Marketing Journal (AMJ), 28(4), 235-252. doi: https://doi.org/10.1016/j.ausmj.2020.05.004
Nguyen, L., Nguyen, T. H., & Tan, T. K. P. (2021). An Empirical Study of Customers' Satisfaction and Repurchase Intention on Online Shopping in Vietnam. The Journal of Asian Finance, Economics, and Business, 8(1), 971-983. doi: https://doi.org/10.13106/jafeb.2021.vol8.no1.971
Nugraha, M. R., Sumarwan, U., & Yulianti, L. N. (2018). Social Shopping Relationship Management on Social E-Commerce in Indonesia (Case Study: Online Food Consumers). ASEAN Marketing Journal, 10(1), 52-65. doi: 10.21002/amj.v10i1.10629
Nunnally, J. C. (1994). Psychometric Theory 3E: Tata McGraw-Hill Education.
Nurcholis, L., & Miftaqulkismay, S. (2021). The Concept of Flow as Mediating Variables on The Relationships between Perceived Usefulness with Repurchase Intention. Jurnal Aplikasi Manajemen, 19(1), 187-197. doi: http://dx.doi.org/10.21776/ub.jam.2021.019.01.17
Nurhayati-Wolf, H. (2021). Social media in Indonesia - statistic & facts. Retrieved 23-01-2022, from https://www.statista.com/topics/8306/social-media-in-indonesia/#dossierKeyfigures
Patma, T. S., Wardana, L. W., Wibowo, A., Narmaditya, B. S., & Akbarina, F. (2021). The impact of social media marketing for Indonesian SMEs sustainability: Lesson from Covid-19 pandemic. Cogent Business & Management, 8(1), 1953679. doi: https://doi.org/10.1080/23311975.2021.1953679
Phan, M., Thomas, R., & Heine, K. (2011). Social Media and Luxury Brand Management: The Case of Burberry. Journal of Global Fashion Marketing, 2, 213-222. doi: 10.1080/20932685.2011.10593099
Phuong, N. N. D., & Dai Trang, T. T. (2018). Repurchase intention: The effect of service quality, system quality, information quality, and customer satisfaction as mediating role: a PLS approach of m-commerce ride hailing service in Vietnam. Marketing and Branding Research, 5(2), 78-91. doi: https://doi.org/10.19237/MBR.2018.02.01
Prahiawan, W., Juliana, J., & Purba, J. T. (2021). The role of e-satisfaction, e-word of mouth and e-trust on repurchase intention of online shop. International Journal of Data and Network Science, 5(2021), 593–600.
Prasetyo, C. A., Aziiz, R. A., Maruf, F. I., Alvia, I. K., & Tarmidi, D. (2021). The Influence of Online Customer Review and Price on Purchase Decision Through Shopee in Covid-19 Period (Survey of Shopee Customers in Bandung in 2020). Psychology and Education Journal, 58(3), 544-552. doi: https://doi.org/10.17762/pae.v58i3.2769
Pujiatuti, H., Afendi, A., Junusi, R. El, & Mahardianto, A. (2022). Consumers and Halal Cosmetic Products : Halal Label , Life Style and Word of Mouth Communication. Journal of Digital Marketing and Halal Industry, 4(1), 67–76. https://doi.org/http://dx.doi.org/10.21580/jdmhi.2022.4.1.10982
Putra, B. K. (2021). Marketing Characteristics Through Social Media That Are Able To Produce Brand Equity And Consumer Response Through Consumer Interest. SISFORMA, 8(1), 30-36.
Ringle, C. M., Wende, S., & Becker, J.-M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH.
Scaliza, J. A. A., Jugend, D., Chiappetta Jabbour, C. J., Latan, H., Armellini, F., Twigg, D., & Andrade, D. F. (2022). Relationships among organizational culture, open innovation, innovative ecosystems, and performance of firms: Evidence from an emerging economy context. Journal of Business Research, 140, 264-279. doi: https://doi.org/10.1016/j.jbusres.2021.10.065
Schulze, C., Schöler, L., & Skiera, B. (2015). Customizing social media marketing: MIT.
Sohaib, M., Safeer, A. A., & Majeed, A. (2022). Role of social media marketing activities in China's e-commerce industry: A stimulus organism response theory context. Front Psychol, 13, 941058. doi: https://doi.org/10.3389/fpsyg.2022.941058
statista.com. (2021). Market share of leading social meida platforms in Indonesia as of Juy 2021. Retrieved 23-01-2022, from https://www.statista.com/statistics/1256213/indonesia-social-media-market-share/
Subawa, N. S., Widhiasthini, N. W., & Suastika, N. P. M. W. S. (2020). The effect of experiential marketing, social media marketing, and brand trust on repurchase intention in Ovo applications. International research journal of management, IT and social sciences, 7(3), 11-21. doi: https://doi.org/10.21744/irjmis.v7n3.881
Suryani, T., Fauzi, A. A., & Nurhadi, M. (2021). Enhancing brand image in the digital era: Evidence from small and medium-sized enterprises (SMEs) in Indonesia. Gadjah Mada International Journal of Business, 23(3), 314-340.
Svotwa, T. D., Roberts-Lombard, M., & Jaiyeoba, O. (2020). Black Friday rituals, customer perceived value and loyalty among young adult customers in South Africa: A Stimulus-Organism-Response perspective. Cogent Business & Management, 7(1), 1793523. doi: https://doi.org/10.1080/23311975.2020.1793523
Tandon, U., Mittal, A., & Manohar, S. (2021). Examining the impact of intangible product features and e-commerce institutional mechanics on consumer trust and repurchase intention. Electronic Markets, 31(4), 945-964. doi: https://doi.org/10.1007/s12525-020-00436-1
Trihudiyatmanto, M., Prananditya, A., & Iqbal, M. A. (2022). Brand Image Islamic : Halal Food Product Quality in Relationship To Repurchase Intention. Journal of Digital Marketing and Halal Industry, 4(1), 1–15. https://doi.org/DOI: http://dx.doi.org/10.21580/jdmhi.2022.4.1.8291
Tuten, T. L. (2020). Social media marketing: Sage.
Violinda, Q., Alfadila, A., Gultom, H. C., & Wattegama, E. J. (2022). Customer Satisfaction: A Central Phenomenon in Digital Marketing J&T Express. Journal of Digital Marketing and Halal Industry, 4(1), 56–66. https://doi.org/http://dx.doi.org/10.21580/jdmhi.2022.4.1.10889
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 122-146. doi: 10.2753/MTP1069-6679200201
Vo Minh, S., Nguyen Huong, G., & Dang Nguyen Ha, G. (2022). The role of social brand engagement on brand equity and purchase intention for fashion brands. Cogent Business & Management, 9(1), 2143308. doi: https://doi.org/10.1080/23311975.2022.2143308
Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), 189-205. doi: https://dx.doi.org/10.3390/su13010189
Wu, L.-Y., Chen, K.-Y., Chen, P.-Y., & Cheng, S.-L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. Journal of Business Research, 67, 2768–2776. doi: https://doi.org/10.1016/j.jbusres.2012.09.007
Yu, Z., Klongthong, W., Thavorn, J., & Ngamkroeckjoti, C. (2021). Understanding rural Chinese consumers’ behavior: A stimulus–organism–response (S-O-R) perspective on Huawei’s brand loyalty in China. Cogent Business & Management, 8(1), 1880679. doi: https://doi.org/10.1080/23311975.2021.1880679
Zhang, Y., Fang, Y., Wei, K.-K., Ramsey, E., McCole, P., & Chen, H. (2011). Repurchase intention in B2C e-commerce—A relationship quality perspective. Information & Management, 48(6), 192-200. doi: https://doi.org/10.1016/j.im.2011.05.003
Downloads
Published
Issue
Section
License
The copyright of the received article shall be assigned to the journal as the publisher of the journal. The intended copyright includes the right to publish the article in various forms (including reprints). The journal maintains the publishing rights to the published articles. Authors are allowed to use their articles for any legal purposes deemed necessary without written permission from the journal with an acknowledgment of initial publication to this journal.
The work under license Creative Commons Attribution-ShareAlike 4.0 International License.
.png)
