"The Effect of Social Media Brand Engagement on Customer Brand Loyalty: A Study on Skincare Brands Customers in Indonesia" by Dodi Ria Atmaja and Riska Ware Arum Sari
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ASEAN Marketing Journal

Abstract

Abstract

Manuscript type: Research Paper

Research Aims: This research aims to examine the impact of brand engagement on social media on consumer brand loyalty (BL), by investigating the moderating roles of brand co-creation, brand trust, and brand experience variables.

Design/methodology/approach: The study employed a purposive sampling method, involving 230 respondents. The data was analyzed using Structural Equation Modeling (SEM).

Research Findings: The results show that brand experience can moderate the impact of brand co-creation (BCC) on brand loyalty (BL). However, social media brand engagement does not always have a direct impact on brand loyalty (BL), suggesting that other factors may influence consumer attitudes in the social media brand engagement dimension.

Theoretical Contribution/Originality: This research contributes to the existing knowledge gap by examining the moderating effects of brand co-creation, brand trust, and brand experience on the relationship between social media brand engagement and consumer brand loyalty.

Practitioner/Policy Implication: The managerial implications of this research for business people and brand owners are to maintain positive social media brand engagement to maintain consumer loyalty and brand stability.

Research limitation/Implications: Future research is expected to involve more specific respondents and employ different measurement techniques.

Keywords: Brand engagement, social media, brand loyalty, brand co-creation, brand trust, brand experience.

Bahasa Abstract

Abstrak

Jenis naskah: Makalah Penelitian

Tujuan Penelitian: Penelitian ini bertujuan untuk menguji dampak dari keterlibatan merek di media sosial terhadap loyalitas merek konsumen (BL), dengan menyelidiki peran moderasi dari variabel brand co-creation, brand trust, dan brand experience.

Desain/metodologi/pendekatan: Penelitian ini menggunakan metode purposive sampling, yang melibatkan 230 responden. Data dianalisis dengan menggunakan Structural Equation Modeling (SEM).

Temuan Penelitian: Hasil penelitian menunjukkan bahwa pengalaman merek dapat memoderasi dampak brand co-creation (BCC) terhadap loyalitas merek (BL). Namun, keterlibatan merek di media sosial tidak selalu berdampak langsung pada loyalitas merek (BL), menunjukkan bahwa faktor-faktor lain dapat mempengaruhi sikap konsumen dalam dimensi keterlibatan merek di media sosial.

Kontribusi Teoritis/Originalitas: Penelitian ini berkontribusi pada kesenjangan pengetahuan yang ada dengan menguji efek moderasi dari brand co-creation, brand trust, dan brand experience pada hubungan antara keterlibatan merek media sosial dan loyalitas merek konsumen.

Implikasi Praktisi/Kebijakan: Implikasi manajerial dari penelitian ini bagi para pelaku bisnis dan pemilik merek adalah untuk mempertahankan keterlibatan merek media sosial yang positif untuk menjaga loyalitas konsumen dan stabilitas merek.

Keterbatasan penelitian/Implikasi: Penelitian selanjutnya diharapkan dapat melibatkan responden yang lebih spesifik dan menggunakan teknik pengukuran yang berbeda.

Kata kunci: Keterlibatan merek, media sosial, loyalitas merek, ko-kreasi merek, kepercayaan merek, pengalaman merek.

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