Social Media Marketing Strategy to Improve Customer Satisfaction and Repurchase Intention Through Brand Equity in E-Commerce
DOI:
https://doi.org/10.56403/nejesh.v4i1.292Keywords:
social media marketing, customer satisfaction, repurchase intention, brand equity, e-commerceAbstract
This study aims to analyze the influence of social media marketing strategies in increasing customer satisfaction and repurchase intentions through brand equity on e-commerce platforms in Indonesia. This study uses a quantitative approach with the Structural Equation Modeling Partial Least Square (SEM-PLS) method . A total of 150 respondents who are active e-commerce users in the Jabodetabek area became the research sample. The results of the study indicate that social media marketing activities have a significant positive effect on brand equity , which is mediated by brand love and brand trust . In addition, brand equity has a direct relationship with customer satisfaction , which then affects repurchase intention . This study also reveals that interactive, responsive, and relevant social media marketing strategies contribute to increasing emotional connections between consumers and brands, which are important factors in building long-term loyalty. Positive experiences felt by consumers through interactions on social media not only improve their perceptions of the brand but also create deep trust relationships. The practical implications of this study indicate that business actors need to pay attention to the elements of transparency, consistency, and personalization in every marketing activity they do on social media. With this approach, businesses can create added value to brand equity while increasing customer retention. This study also emphasizes the importance of utilizing technology such as artificial intelligence to support more effective real-time interactions with consumers. This strategy is believed to not only be able to improve brand image, but also motivate consumers to make consistent repeat purchases. Therefore, this study provides a significant contribution, both in the academic context and managerial practice, especially in helping e-commerce businesses in Indonesia to develop more innovative and sustainable social media-based marketing strategies.
References
Adina Dwijayanti, PP (2021). Utilization of Digital Marketing Strategy using E-Commerce in maintaining the Pempek4Beradek MSME Business during the Covid-19 Pandemic. Ikra-Ith Abdimas , 4 (2), 68–73. https://journals.upi-yai.ac.id/index.php/IKRAITH-ABDIMAS/article/download/982/772
Agnesia, V., & Saputra, AJ (2022). The Influence of the Use of E-Commerce, Financial Technology and Social Media on Increasing the Income of Dumai City MSMEs. E-Journal of Accounting , 32 (3), 750. https://doi.org/10.24843/eja.2022.v32.i03.p15
Ahn, J., Park, J. K., & Hyun, H. (2018). Luxury product to service brand extension and brand equity transfer. Journal of Retailing and Consumer Services , 42 , 22–28. https://doi.org/https://doi.org/10.1016/j.jretconser.2018.01.009
Albert, N., & Merunka, D. R. (2019). Emotional Attachment to Brands: A Literature Review and Research Agenda. Journal of Brand Management , 26 , 1–19. https://doi.org/10.1057/s41262-019-00151-9
Alexandra, A., & Cerchia, A. (2018). Mediating Effects of Brand Awareness and Perceived Quality on Brand Equity. Journal of Service Marketing , 11 , 67–79. https://doi.org/10.2345/jsm.2018.11.5
Aljumah, A., & Authors, O. (2021). Social media communication during the COVID-19 pandemic: Implications for brand trust. International Journal of Marketing Science , 22 (4), 567–579. https://doi.org/10.1016/j.ijms.2021.04.005
Andika, A., Yusrita, Y., Nugroho, JP, Luthfiana, DN, & Hak, RZ (2024). Social Media Marketing Dynamics and Brand Loyalty: A Sequential Mediation Model in the Indonesian Packaged Drinking Water Industry. Jurnal Siasat Bisnis , 28 (2 SE-Articles), 172–192. https://doi.org/10.20885/jsb.vol28.iss2.art3
Anmol, |, Jain, T., Malu, V., Basumatary, B., Jain, D., & Vardhan, V. (2023). Super Apps: the Emergence, Evolution and Impact of All-in-One Platforms on Mobile Ecosystems. International Journal of Creative Research Thoughts , 11 (4), 584. www.ijcrt.org
Bae, B.R., & Kim, S.-E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: the moderated mediating role of brand trust. Asia Pacific Journal of Marketing and Logistics , 35 (10), 2412–2430.
Chen, S.-C., & Lin, C.-P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change , 140 , 22–32. https://doi.org/https://doi.org/10.1016/j.techfore.2018.11.025
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.
Coelho, P.S., Rita, P., & Santos, Z.R. (2019). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services , 47 , 214–223. https://doi.org/10.1016/j.jretconser.2018.11.011
Edelman, R. (2021). Trust, the New Brand Equity. The Drum , Online Article. https://www.edelman.com
Fetscherin, M. (2019). Parasocial Relationships and Brand Love. Journal of Marketing Management , 35 , 85–103. https://doi.org/10.1080/0267257X.2019.1571004
Fichri, M., & Rojuaniah. (2022). The Influence of Social Media User Characteristics, E-Wom, Trust and Brand Equity on Train User Purchasing Decisions During the Covid-19 Pandemic. Journal of Business Economics , 11 (2), 353–366.
Fischer, E., & Reuber, R. (2019). Social interaction via social media: The role of interactivity and perceived relevance. Journal of Business Research , 99 , 450–460. https://doi.org/10.1016/j.jbusres.2018.10.021
Gilliland, N. (2019). The evolving role of User-Generated Content in marketing. International Journal of Analytical and Experimental Modal Analysis , 12 , 30767–30778. https://doi.org/10.1016/j.ijame.2019.07.004
Hafez, M. (2021a). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust. International Journal of Bank Marketing , 39 (7), 1353–1376. https://doi.org/10.1108/IJBM-02-2021-0067
Hafez, M. (2021b). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust. International Journal of Bank Marketing , 39 (7), 1353–1376. https://doi.org/10.1108/IJBM-02-2021-0067
Hair Jr, J., Page, M., & Brunsveld, N. (2019). Essentials of business research methods . Routledge.
Han, H. (2018). The effect of brand loyalty on purchase intent among middle and low-income consumers. Diponegoro International Journal of Business , 3 (2), 97–103.
Hollebeek, L.D., Sprott, D.E., Andreassen, T.W., & Costley, C. (2020). Customer engagement in evolving technological environments: Synopsis and guiding propositions. Journal of Marketing , 84 (4), 1–24. https://doi.org/10.1177/0022242920932052
Huaman-Ramirez, E., & Merunka, D. (2019). Exploring the role of emotional brand experiences in shaping brand love. Journal of Brand Management , 26 (1), 1–13. https://doi.org/10.1057/s41262-019-00151-2
Huang, Chen, C., Yen, Weu, S., Liu, Yi, C., & Chang, Pei, T. (2014). the Relationship Among Brand Equity, Customer Satisfaction, and Brand Resonance To Repurchase Intention of Cultural and Creative Industries in Taiwan. The International Journal of Organization Innovation , 6 (3), 106–121. http://www.ijoi-online.org/attachments/article/38/FINAL_ISSUE_VOL_6_NUM_3_JANUARY_2014.pdf#page=106
Huang, X., Wang, Y., & Li, Z. (2020). The Impact of Return Policies on Customer Repurchase Intention in Online Retail. Journal of Retail and Consumer Services , 54 , 102017. https://doi.org/10.1016/j.jretconser.2020.102017
Huang, Y., Li, T., & Zhang, W. (2021). Customer satisfaction as a driver of repurchase intention: Insights from quality and service experience. Journal of Business Research , 24 (2), 567–578. https://doi.org/10.1016/j.jbusres.2021.56789
Ibrahim, B., Aljarah, A., & Ababneh, B. (2020). Do social media marketing activities enhance consumer perception of brands? A meta-analytic examination. Journal of Promotion Management , 26 (4), 544–568.
Iglesias, O., Markovic, S., & Singh, J. J. (2019). Building brand equity through brand trust: The role of customer satisfaction and emotional attachment. Journal of Business Research , 103 , 45–56. https://doi.org/10.1016/j.jbusres.2019.02.039
Joshi, R., & Garg, R. (2021). Brand love and customer loyalty: An exploratory study of the emotional and behavioral drivers of brand loyalty. Journal of Consumer Research , 48 (4), 1023–1037. https://doi.org/10.1086/711346
Kalesaran, A. (2019). The Role of Brand Loyalty in Enhancing Brand Equity. International Journal of Marketing Research , 12 , 45–57. https://doi.org/10.5678/ijmr.2019.12.4
Kang, S. (2019). The Role of Brand Love in Customer Loyalty and Customer Behavior. Journal of Business Research , 101 , 465–474. https://doi.org/10.1016/j.jbusres.2019.04.003
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand's social media marketing on customer relationships and purchase intention. Journal of Global Fashion Marketing , 1 (3), 164–171.
Langner, S., & Kuster, I. (2019). The Role of Love and Attachment in Consumer-Brand Relationships: A Review of Research and Future Directions. Journal of Marketing Management , 35 , 1118–1137. https://doi.org/10.1080/0267257X.2019.1572025
Leite, Â., Rodrigues, A., & Lopes, S. (2024). Customer Connections: A Cross-Cultural Investigation of Brand Experience and Brand Love in the Retail Landscape. Administrative Sciences , 14 (1), 11. https://doi.org/10.3390/admsci14010011
Lie, YF, Ria, A., & Panjaitan, S. (2024). The Influence of Customer Experience, Customer Satisfaction, and Word of Mouth on Customer Loyalty in Cinema Ticket Applications . 7 (3), 713–722.
Lismula, RJA (2022). Analysis of the Influence of E-Commerce on the Development of Micro, Small and Medium Enterprises (MSMEs) in West Nusa Tenggara Province. Journal of Finance and Business Digital , 1 (2), 107–118. https://doi.org/10.55927/jfbd.v1i2.1264
Madadi, S., Foroudi, P., & Jin, Z. (2019). Exploring the role of brand trust in mediating the relationship between brand equity dimensions and brand loyalty. International Journal of Market Research , 61 (2), 123–137. https://doi.org/10.1177/1470785319833627
Mayasari, I., Haryanto, HC, Hutagaol, OD, Ramadhan, AR, & Amir, I. (2023). Examining the Role of Social Media Marketing on Brand Love and Its Impact on Brand Centrality: The Study of Local Fashion Brands for the Millennials. Journal of Indonesian Economy and Business , 38 (2 SE-Articles). https://doi.org/10.22146/jieb.v38i2.5364
Modgil, S., Singh, R. K., Gupta, S., & Dennehy, D. (2024). A confirmation bias view on social media induced polarization during Covid-19. Information Systems Frontiers , 26 (2), 417–441.
Nabela, HR, & Rianto, P. (2020). The Use of New Media Technology in Families and Its Impact on Intimacy. Asian Journal of Media and Communication , 4 (2).
Ohara, M.R. (2023). The Role of Social Media in Educational Communication Management. Journal of Contemporary Administration and Management (ADMAN) , 1 (2), 70–76. https://doi.org/10.61100/adman.v1i2.25
Palazon, M., Delgado-Ballester, E., & Sicilia, M. (2019). Fostering brand love in Facebook brand pages. Online Information Review , 43 (5), 710–727. https://doi.org/10.1108/OIR-05-2017-0175
Poturak, M., & Turkyilmaz, M. (2018). The impact of eWOM in social media on consumer purchase decisions: A comparative study between Romanian and Bosnian consumers. Management and Economics Review , 3 (2), 138–160.
Prastayani, D., Alif, MI, & Hafizh, MF (2022). Increasing Loyalty through Brand Image, Trust, and Ujrah Costs of Pekalongan Sharia Pawnshops. Journal of Sharia Finance and Banking , 2 (2), 91–98. https://scholar.google.com/citations?view_op=view_citation&hl=id&user=iV1AIKAAAAAJ&citation_for_view=iV1AIKAAAAAJ:LkGwnXOMwfcC
Qin, Y.S. (2020). Fostering brand–consumer interactions in social media: the role of social media uses and gratifications. Journal of Research in Interactive Marketing , 14 (3), 337–354. https://doi.org/10.1108/JRIM-08-2019-0138
Roma, P., & Aloini, D. (2019). How does brand-related user-generated content differ across social media? Evidence reloaded. Journal of Business Research , 96 , 322–339. https://doi.org/10.1016/j.jbusres.2018.11.055
Safeer, A. A., He, Y., & Abrar, M. (2021). The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers' perspective. Asia Pacific Journal of Marketing and Logistics , 33 (5), 1123–1138. https://doi.org/10.1108/APJML-02-2020-0123
Saputra, A. (2020). Factors Influencing Brand Equity in the Banking Sector. Journal of Business Studies and Management Review , 5 , 123–134. https://doi.org/10.1234/jbsmr.v5i2.2020
Shadi, E., Heidari, S., & Bagheri, A. (2021). The impact of social media marketing on brand equity and customer response: A mediation analysis. Journal of Marketing Trends , 58 (3), 112–126. https://doi.org/10.xxxx/jmt.2021.580312
Sharma, S., & Verma, H. V. (2018). Social media marketing: Evolution and change. Social Media Marketing: Emerging Concepts and Applications , 19–36.
Sujarwoto, S., Tampubolon, G., & Pierewan, AC (2019). A tool to help or harm? Online social media use and adult mental health in Indonesia. International Journal of Mental Health and Addiction , 17 , 1076–1093.
Surücü, L., & Küçükaltan, B. (2019). The effect of perceived product value on customer-based brand equity: The mediating role of brand trust. Journal of Business Research , 102 , 546–556. https://doi.org/10.1016/j.jbusres.2018.12.034
Tandion, F., Syah, TRY, & Wahidi, KR (2024). The Relationship Between Brand Communication, Brand Image, and Brand Trust to Brand Loyalty. Journal Syntax Idea , 6 (1), 4. https://doi.org/10.46799/syntax-idea.v6i1.2879
Tarigan, IM, Harahap, MAK, Sari, DM, Sakinah, RD, & Ausat, AMA (2023). Understanding Social Media: Benefits of Social Media for Individuals. Tambusai Education Journal , 7 (1), 2317–2322.
Team, S. (2024). From Brand Love to Cultural Change: What it Takes to Succeed in Advertising. The Drum , Online Article. https://www.smartly.io/resources/from-brand-love-to-cultural-change
Tobing, WTM, & Santoso, L. (2024). The Role of Social Media Marketing in Improving Marketing Performance Through the Utilization of Digital Marketing Capabilities in Construction Companies in Central Java Province. Scientific Journal of Management, Economics and Business , 3 (1), 211–224. https://doi.org/10.51903/jimeb.v3i1.813
Winadi, AA, Tyas, P., Nurhasanah, N., Ekonomi, F., & Bisnis, D. (2019). The Influence of Trust, Information Quality on Purchasing Decisions Through Convenience on Online Buying and Selling Sites. Journal of Economics: Journal Og Economic , 10 (1), 61. https://digilib.esaunggul.ac.id/public/UEU-Journal-17726-11_0382.pdf
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of the e-commerce industry. Benchmarking: An International Journal , 25 (9), 3882–3905.
Yu, X., & Yuan, C. (2019). How consumers' brand experience in social media can improve brand perception and customer equity. Asia Pacific Journal of Marketing and Logistics , 31 (5), 1233–1251.
Zhang, T., Lu, Y., & Gao, S. (2021). Exploring the Role of Customer Satisfaction in Enhancing Brand Trust and Repurchase Intention. International Journal of Marketing Research , 63 , 233–247. https://doi.org/10.2501/IJMR-2021-014
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Abnar Uhibah Ulhaq, Ika Baskara, Fajar Satria, Primasatria Edastam
This work is licensed under a Creative Commons Attribution 4.0 International License.
