The Influence of Social Media Marketing and Self-Concept on Brand Loyalty by Applying the Flow Experience Theory in Islamic-Based Online Course

Authors

DOI:

https://doi.org/10.33096/jmb.v10i2.603

Keywords:

Social media marketing, Self-concept, Brand loyalty, Flow experience theory

Abstract

This research investigates the correlation between social media marketing and self-concept on brand awareness, brand image, and brand loyalty among Generation Y and Z in the Muslim Creator Class, an online course that creates content based on Islamic values. The research employs a quantitative approach with convenience sampling, resulting in 290 samples. Structural Equation Modeling (SEM) analysis was carried out with the assistance of AMOS 26 Graphics software. The main findings reveal that social media marketing significantly correlates with brand awareness, brand image, and brand loyalty. A novel discovery in this research shows that social media marketing is significantly positively related to self-concept. Brand awareness has a significant positive association with brand loyalty, while self-concept does not significantly influence brand image, and brand image has a significant negative impact on brand loyalty. The implications of this research are relevant for companies like Muslim Creator Class to strategically utilize positive and value-aligned social media marketing to target Generation Y and Z, presenting inspirational, educational content that aligns with Islamic values.

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Author Biography

Endy Gunanto Marsasi, Fakultas Bisnis dan Ekonomika, Universitas Islam Indonesia

Adalah Dosen manajemen pemasaran di Fakultas Bisnis dan Ekonomika Iniversitas Islam Indonesia (FBE UII). Menyelesaikan pendidikan S1 (UGM) di tahun 1995,  dan S2 dari program Magister Manjemen FEB Universitas Gadjah Mada pada tahun 1998, dan menyelesaikan pendidikan Doktor ilmu Manajemen dengan konsentrasi pemasaran di  FEB Universitas Gadjah Mada pada tahun 2010. Saat ini penulis mengajar untuk tingkat sarjana dan Magister Manajemen Fakultas Bisnis dan  Ekonomika UII untuk mata kuliah konsentrasi pemasaran. Penulis juga menjabat sebagai pengurus Indonesia Marketing Asosiasi (IMA) kebidangan sertifikasi dan akademik untuk chapter Sleman 2019-2021 dan 2022-2024, dan dipercaya sebagai menjadi Dewan pengawas corporate pada salah satu perusahaan skala nasional. Penulis dipercaya sebagai ketua pengembangan kurikulum dan pelaksanaan Sekolah Manajer sebagai program pendukung Magister Manajemen MM FBE UII dengan peserta kalangan UMKM skala menengah ke atas. Beberapa tulisan di jurnal internasional dan nasional terakreditasi pernah dilakukan, dan menjadi reviewer pada beberapa jurnal.Saat ini penulis aktif melakukan penelitian di bidang perilaku konsumen yang berkaitan perkembangan perilaku pasar di era revolusi industri 4.0. Pengakuan sebagai peneliti dapat dikonfirmasi dari beberapa ID yang dimiliki yakni Id Sinta : 6805327;Id Google Scholar: jbFhpvIAAAAJ; Id Scopus:  57224778678; Id Researcher (WOS):  GQA-4768-2022; Id Garuda : 3306613; Id Orchid: 0000-0002-4130-7645

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Published

2023-09-27

How to Cite

Ibrahim, A. M., & Marsasi, E. G. (2023). The Influence of Social Media Marketing and Self-Concept on Brand Loyalty by Applying the Flow Experience Theory in Islamic-Based Online Course. Jurnal Manajemen Bisnis, 10(2), 462–478. https://doi.org/10.33096/jmb.v10i2.603

Issue

Vol. 10 No. 2 (2023): September

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Articles

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