Community involvement as a mediating variable: How social media marketing activities affects customer loyalty?

Authors

  • Annisa Yasmin Universitas Padjadjaran Bandung
  • Arief Helmi Universitas Padjajaran Bandung
  • Rita Komaladewi Universitas Padjajaran Bandung
  • Irene Deborah Universitas Padjajaran Bandung
  • Ariq Zulfahmi Naufal Peter the Great St.Petersburg Polytechnic University St.Petersburg

DOI:

https://doi.org/10.12928/fokus.v14i2.10375

Abstract

The cosmetics industry in Indonesia has great potential, posing great challenges to maintain competitiveness. This research examines community engagement's role as a mediating factor between social media marketing activities and customer loyalty. 194 respondents completed questionnaires to provide study data, which was then analyzed using Smart PLS version 3.0. The findings showed the beneficial effects of social media marketing activities on community engagement and customer loyalty. Furthermore, it has been demonstrated that community engagement increases customer loyalty. However, the results show that community engagement does not mediate between social media marketing activities and customer loyalty. This research highlights the importance of integrating social media into marketing campaigns to foster customer relationships and boost loyalty.

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Published

2024-09-03

How to Cite

Yasmin, A., Helmi, . A., Komaladewi, R., Deborah, I., & Naufal, A. Z. (2024). Community involvement as a mediating variable: How social media marketing activities affects customer loyalty?. Jurnal Fokus Manajemen Bisnis, 14(2), 151–163. https://doi.org/10.12928/fokus.v14i2.10375

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Vol. 14 No. 2 (2024)

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Copyright (c) 2024 Annisa Yasmin, Arief Helmi, Rita Komaladewi, Irene Deborah, Ariq Zulfahmi Naufal

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