E-BISMA, 6.
, 396-408
37631/ebisma.
ISSN 2774-8790 (Prin.
dan ISSN 2774-8804 (Onlin.
Entrepreneurship Bisnis Manajemen Akuntansi
(E-BISMA)
Journal homepage: ejournal.
id/index.
php/j-mae Impact of social media marketing and service quality on engagement and purchase intention at Moria Cafy 1*Zeffry and 2Bernard T.
Widjaja Faculty of Economics.
Postgraduate Program in Marketing Management.
Universitas Kristen Krida Wacana.
Jakarta.
Indonesia *correspondence e-mail: dnurmasitho@gmail.
Article Info Abstract Keywords:
Customer Engagement.
Moria Cafy.
Service Quality.
Social Media Marketing.
Purchase Intention This study aims to analyze the influence of Social Media Marketing (SMM) and Service Quality (SQ) on Customer Engagement (CE) and Purchase Intention (PI) among customers of Moria Coffee, a growing local coffee shop in Lembang.
West Java.
A quantitative approach was employed using Structural Equation Modeling Partial Least Squares (SEM-PLS), processed with SmartPLS 4 software.
Data were collected from 160 respondents using a closed-ended questionnaire with a Likert This study employs a quantitative approach using an explanatory survey The quantitative approach was chosen as it allows for the collection of numerical data that can be statistically analyzed to objectively and systematically examine causal relationships between research variables.
The findings show that SMM does not directly influence PI but has a significant effect on CE.
Conversely.
SQ directly and significantly affects both CE and PI.
Furthermore.
CE is proven to mediate the relationship between both SMM and PI, and SQ and PI.
The R-square values indicate strong predictive power (RA PI = 0.
, and PLS Predict results confirm that the model has a reliable predictive capability for new data.
These results underscore the strategic role of Customer Engagement as a mediator between external marketing stimuli and consumersAo purchase intention.
The study offers practical implications for digital marketing management and service strategies, as well as theoretical contributions to consumer behavior literature focusing on engagement and experiential marketing.
INTRODUCTION
The rapid advancement of information and communication technology, particularly social media, has profoundly transformed global marketing practices.
What was once a medium for personal communication has evolved into a strategic tool for businesses to build relationships, form communities, and strengthen brand identity (Putri & Sulaeman, 2.
In Indonesia, the widespread use of social media especially among younger consumers has compelled food and beverage companies to adopt interactive, visual, and storytelling-based marketing approaches.
The coffee shop industry, in particular, has experienced rapid growth driven by lifestyle-based consumption and the emergence of Aucoffee cultureAy among millennials and Gen Z (Kurniawan & Rewindinar, 2.
Platforms such as Instagram and TikTok play a critical role in enhancing brand visibility through real-time engagement and This is an open access article under the CCAeBY-SA license.
Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 6.
, 396-408 Zeffry and Bernard T.
Widjaja visual narratives, making digital presence an essential component of brand strategy (Silalahi & Guna, 2.
Moria Coffee, a local cafy located in Lembang.
West Bandung Regency, serves as an example of a small business navigating this evolving digital landscape.
Despite its success in attracting younger consumers through aesthetic interior design, consistent service quality, and the integration of local cultural values, the cafyAos limited use of structured social media marketing indicates an untapped potential for digital engagement.
As noted by Liwafa and Utami .
, the effectiveness of digital marketing depends on its synergy with real-world service experiences.
Hence, understanding the interaction between social media strategies and service quality becomes crucial to ensuring a seamless and engaging customer journey.
Previous studies have examined social media marketing (SMM) and service quality (SQ) separately as determinants of consumer behavior, yet few have explored their integrative influence on customer engagement (CE) and purchase intention (PI) particularly within IndonesiaAos cafy industry.
For example.
Wibowo et al.
focused primarily on social media content performance metrics, while Hasniati et al.
analyzed service quality dimensions affecting satisfaction without linking them to digital engagement.
Similarly.
Oktafiana et al.
emphasized emotional engagement in online marketing but did not integrate offline service experiences.
These fragmented perspectives highlight a clear research gap: the lack of a comprehensive behavioral framework that connects social media marketing, service quality, and customer engagement to explain how these variables jointly shape purchase intention in small local businesses such as Moria Coffee.
Customer engagement serves as a pivotal mediating construct in this relationship.
Defined as the cognitive, emotional, and behavioral involvement of customers with a brand (Brodie et al.
, 2.
, engagement reflects the depth of the customer-brand relationship and significantly influences purchase intention (Nadhiroh & Astuti, 2.
High engagement fosters trust, emotional connection, and perceived value all of which drive consumersAo willingness to purchase (Hasniati et al.
, 2021.
Oktafiana et al.
, 2.
Therefore, for Moria Coffee, enhancing engagement through strategic use of Instagram and TikTok, combined with high service quality, could serve as an effective mechanism to bridge online marketing efforts and offline consumer experiences.
Although Moria Coffee has achieved substantial brand recognition, the absence of a systematic digital marketing approach presents opportunities for growth.
By leveraging engaging visual content, collaborating with influencers, and monitoring engagement analytics, the cafy can strengthen its digital footprint and expand its customer base.
Hence, this study aims to investigate the combined influence of Social Media Marketing (SMM) and Service Quality (SQ) on Purchase Intention (PI), mediated by Customer Engagement (CE).
By integrating these constructs, this research contributes to filling the existing theoretical gap and provides empirical insights into how small businesses can align their digital and service strategies to enhance consumer purchase behavior.
FAKULTAS EKONOMI UNIVERSITAS WIDYA MATARAM
Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 6.
, 396-408 Zeffry and Bernard T.
Widjaja
LITERATURE REVIEW
Marketing Management Marketing management is a discipline that integrates analytical, planning, implementation, and control functions to achieve organizational objectives effectively (Kotler & Keller in Firmansyah, 2.
It not only focuses on market orientation but also emphasizes creating superior value through coordinated strategies (Hamdat et al.
, 2.
part of management science, marketing involves adapting organizational resources to dynamic market demands, especially in industries characterized by intense competition such as food and beverage.
In the case of Moria Cafy, marketing management plays a pivotal role in aligning operational activities with customer-centric objectives.
The cafyAos efforts to integrate product quality, service excellence, and digital promotion demonstrate how marketing management bridges internal operations and external market positioning.
Thus, the concept of marketing management provides a strategic foundation for understanding how social media and service delivery jointly influence customer perception and purchase decisions (Rumangkit et al.
, 2024.
Hadi, 2.
Digital Marketing Digital marketing represents a transformation of traditional marketing into technologydriven strategies that utilize digital platforms to reach, engage, and retain consumers (Chaffey & Ellis-Chadwic, 2.
It emphasizes interactivity, measurability, and personalization key features that differentiate it from conventional promotional approaches.
Beyond product visibility, digital marketing enables two-way communication that allows businesses to collect insights and refine their strategies in real time (Ayesha et al.
, 2.
the case of small and medium-sized enterprises such as Moria Cafy, digital marketing serves as an equalizer that enables local brands to compete with larger corporations through costefficient, targeted communication.
However, the effectiveness of digital marketing depends on how well online activities reflect brand authenticity and service reliability.
This aligns with prior studies showing that digital marketing success requires consistency between virtual messaging and offline experiences (Rahastine & Wulandari, 2.
Therefore, digital marketing should be viewed not merely as a promotional tool, but as an integrative system that connects technology, consumer engagement, and service performance.
Social Media Marketing Social Media Marketing (SMM) extends digital marketing by leveraging interactive social platforms to create value-driven relationships between brands and consumers (Kaplan et al.
, 2.
It combines the principles of communication, collaboration, and connection (Heuer in Sanjaya, 2.
, allowing companies to strengthen brand identity and stimulate user-generated engagement.
The multidimensional nature of SMM spanning content creation, information sharing, and community building makes it particularly relevant for lifestyle-based industries like cafys.
Critically.
SMM does not only promote awareness but facilitates relational engagement that can influence behavioral outcomes such as trust and purchase intention.
As Rauf et al.
note, social media enables bidirectional FAKULTAS EKONOMI UNIVERSITAS WIDYA MATARAM Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 6.
, 396-408 Zeffry and Bernard T.
Widjaja communication, where consumers co-create brand meaning through feedback, reviews, and shared experiences.
For Moria Cafy, this interaction allows the brand to project authenticity while leveraging social trends to enhance emotional connection.
Consequently, the effectiveness of SMM depends not on the volume of content, but on how well it stimulates sustained engagement and supports perceived service value.
Service Quality Service quality (SQ) is conceptualized as the consumerAos overall judgment of service excellence, shaped by both tangible and intangible elements (Parasuraman et al.
, 1.
The SERVQUAL framework comprising tangibles, reliability, responsiveness, assurance, and empathy remains a key reference for assessing SQ across industries.
However, recent perspectives highlight the integration of emotional and digital dimensions, particularly in experience-based services such as cafys (Santos et al.
, 2.
Rather than viewing service quality as a static construct, scholars now emphasize its interaction with digital engagement and brand experience.
High-quality service enhances the credibility of digital marketing efforts, while poor service undermines online promotions regardless of their aesthetic At Moria Cafy, consistent ratings and positive feedback reflect how tangible experiences reinforce digital branding.
Hence, service quality functions as both a moderating and reinforcing factor that sustains consumer trust and amplifies marketing effectiveness (Cronin Jr.
& Taylor, 1994.
Ladhari et al.
, 2.
Customer engagement Customer engagement (CE) represents the psychological and behavioral connection between consumers and brands, encompassing cognitive, emotional, and participatory dimensions (Brodie et al.
, 2011.
Vivek et al.
, 2.
It goes beyond transactional relationships by emphasizing interactive, co-creative processes that drive long-term loyalty (Kumar & Pansari, 2.
Through engagement, consumers become active participants in brand communication, thereby influencing reputation and purchase decisions (Trunfio & Rossi, 2.
In digital contexts, engagement is both a performance indicator and a mediating construct linking marketing and behavioral outcomes.
High engagement translates digital exposure into meaningful experiences, which in turn enhance purchase intention (Oktafiana et al.
, 2.
For Moria Cafy, engagement emerges through interactive content, community events, and consistent service experiences demonstrating how emotional resonance and brand authenticity convert online attention into consumer action.
Therefore.
CE serves as a bridge between social media marketing efforts and tangible purchasing behavior, reflecting the integrated nature of modern customer-brand Research Hypotheses Based on the theoretical framework and previous empirical studies, the hypotheses of this research are formulated as follows:
H1: Social media marketing has a positive and significant effect on customer FAKULTAS EKONOMI UNIVERSITAS WIDYA MATARAM Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 6.
, 396-408 Zeffry and Bernard T.
Widjaja H2:
H3:
H4:
H5:
H6:
H7:
Service quality has a positive and significant effect on customer engagement.
Social media marketing has a positive and significant effect on purchase intention.
Service quality has a positive and significant effect on purchase intention.
Customer engagement has a positive and significant effect on purchase intention.
Customer engagement mediates the relationship between social media marketing and purchase intention.
Customer engagement mediates the relationship between service quality and purchase intention.
Figure 1.
Conceptual Framework Diagram The diagram illustrates that both Social Media Marketing (SMM) and Service Quality (SQ) influence Customer Engagement (CE) and Purchase Intention (PI) directly.
Furthermore.
Customer Engagement acts as a mediating variable that connects SMM and SQ to PI, emphasizing its role in translating marketing efforts and service experiences into customersAo purchasing decisions.
METHOD
This study employs a quantitative approach using an explanatory survey method to examine the causal relationships between independent and dependent variables.
The quantitative approach was selected as it allows for the collection of numerical data that can be statistically analyzed to obtain objective and systematic results.
The explanatory survey method is applied to explain and test the influence of Social Media Marketing and Service Quality on Customer Engagement and Purchase Intention.
The research was conducted at Moria Coffee Lembang, located in West Bandung Regency, which was selected due to its strategic location, an active customer base on social media, and significant potential for growth in the coffee industry.
The study was carried out over a two-month period, from May FAKULTAS EKONOMI UNIVERSITAS WIDYA MATARAM Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 6.
, 396-408 Zeffry and Bernard T.
Widjaja to June, aiming to collect data under normal operational conditions to enhance the validity of the findings.
The population of this study consists of all customers of Moria Coffee who had made at least one transaction within the last three months.
The sample comprises 160 respondents, determined based on the number of research indicators .
indicators y 10 respondents per indicato.
, in accordance with the approach suggested by Hair et al.
A purposive sampling technique was employed to select respondents based on specific criteria, namely customers who are active on social media and have previously interacted with Moria CoffeeAos promotional content.
Data were collected using a structured questionnaire employing a five-point Likert scale, ranging from Austrongly disagreeAy to Austrongly agree.
Ay The questionnaire was developed based on indicators of each research variable: social media marketing, service quality, customer engagement, and purchase intention.
In addition to primary data, secondary data were also utilized, sourced from scholarly literature, national and international journals, as well as internal documentation from Moria Coffee.
Data analysis was conducted using Structural Equation Modeling based on Partial Least Squares (SEMPLS), facilitated by software such as SmartPLS or WarpPLS.
SEM-PLS was chosen as it is well-suited for complex models, relatively small sample sizes, and does not require normally distributed data (Hadi et al.
, 2.
RESULT AND DISCUSSION
Respondent Characteristics The majority of Moria CoffeeAos respondents were young, educated, and predominantly female .
%), with most aged between 21 and 30 years old.
Most respondents lived in Lembang .
4%), held at least a high school diploma, and worked as employees, entrepreneurs, or students groups commonly seeking comfortable spaces to work, socialize, or relax.
Their spending behavior indicates a budget-conscious yet engaged consumer segment, with moderate cafy budgets and visit frequencies.
This demographic profile reflects a customer base that values experience, atmosphere, and digital engagement, highlighting the relevance of value-based and relationship-oriented marketing strategies for Moria Coffee.
Table 1.
Respondent Characteristics Characteristic Gender
Age
Category / Detail
Male / Female O21 / 21Ae25 / 26Ae30 / >30 Domicile Education Level Lembang / Bandung / Others High School / Diploma / Bachelor / Master
Student / Employee / Entrepreneur / Others O IDR 5 million / > IDR 5 million
O IDR 500,000 / > IDR 500,000
Occupation Monthly Spending Monthly Cafy Budget
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Percentage / Count 30% .
/ 70% .
13% / 25.
6% / 26.
25% /
Others 4% / 10.
1% / 5.
38% / 16% / 35% / 7%
3% / 36.
9% / Remaining 75% / 25% Majority O IDR 500,000 Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 6.
, 396-408 Zeffry and Bernard T.
Widjaja Visit Frequency 1Ae5y / >5y per month 5% / Remaining Source: SEM-PLS, 2025 Measurement and Structural Model Results The measurement model met all validity and reliability criteria.
Convergent validity was confirmed as all outer loadings exceeded 0.
70 and AVE values were above 0.
Construct reliability was strong, with CronbachAos Alpha and Composite Reliability both above 0.
indicating internal consistency.
Discriminant validity was also established through the Fornell-Larcker and HTMT criteria (HTMT < 0.
Hence, the measurement model was deemed reliable and valid for structural analysis.
Table 2.
Outer Model Testing Results Aspect Indicator/Method Convergent Validity Outer Loading > 0.
Criteria Met Yes AVE > 0.
Yes CronbachAos Alpha > Composite Reliability > 0.
Fornell-Larcker Criterion HTMT < 0.
Construct Reliability Discriminant Validity Yes Explanation All indicators > 0.
CE .
KL .
PI .
SMM .
CE .
KL .
PI .
SMM .
Yes Yes Yes All constructs > 0.
OoAVE for each construct > correlations with other constructs All HTMT values < 0.
Source: SEM-PLS, 2025 The structural model demonstrated strong predictive capability, particularly for Purchase Intention (RA = 0.
Customer Engagement (CE) was the strongest predictor of Purchase Intention (PI), with a path coefficient of 0.
< 0.
Meanwhile.
Social Media Marketing (SMM) significantly influenced CE .
< 0.
but not PI directly .
= The effect size .
A) results show that CE Ie PI had the largest effect .
, while the effects of Service Quality (KL) and SMM on other constructs were small to moderate.
Mediation testing revealed that CE significantly mediates both KL Ie PI and SMM Ie PI relationships .
< 0.
Specifically, the indirect effect of SMM Ie CE Ie PI was significant while the direct path SMM Ie PI was not, confirming full mediation indicating that SMM drives purchase intention only through engagement.
Table 3.
Inner Model Evaluation Indicator R-Square (RA) Result CE = 0.
356PI = 0.
Path Coefficient CE Ie PI = 0.
= 0.
KL Ie CE = 306 .
= 0.
KL Ie PI = 0.
= .
SMM Ie CE = 0.
= 0.
SMM
Ie PI = 0.
= 0.
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Interpretation Moderate predictive power for CE.
strong for PI All paths are significant except SMM Ie PI .
Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 6.
, 396-408 Zeffry and Bernard T.
Widjaja f-Square (Effect Siz.
Specific Indirect Effect (Mediatio.
CE Ie PI = 0.
577KL Ie CE = 0.
114KL Ie PI = 0.
200SMM Ie CE = 0.
176SMM Ie PI = KL Ie CE Ie PI = 0.
= 0.
SMM Ie CE Ie PI = 0.
= 0.
CE Ie PI shows a large others are small to CE mediates the effects of KL and SMM on PI.
mediation for SMM Source: SEM-PLS, 2025 Theoretical Interpretation of Mediation The findings align with the StimulusAeOrganismAeResponse (SAeOAeR) framework (Mehrabian & Russell, 1.
, which posits that external marketing stimuli (SMM and service qualit.
trigger internal psychological responses .
ustomer engagemen.
that subsequently drive behavioral outcomes .
urchase intentio.
This is also consistent with Engagement Theory (Brodie et al.
, 2011.
Hollebeek et al.
, 2.
, where engagement functions as the psychological mechanism bridging exposure and action.
Thus.
CE acts as the emotional and cognitive pathway that transforms digital marketing and service quality into tangible consumer behavior.
This supports the broader logic of relationship marketing and service-dominant logic (Vargo & Lusch, 2.
, emphasizing co-created value through interactive experiences.
Model Fit and Predictive Assessment Model fit indices indicated an acceptable level of fit (SRMR = 0.
NFI = 0.
All QApredict values were greater than zero, signifying meaningful predictive relevance.
Additionally, the majority of indicators in PLS-SEM demonstrated lower RMSE and MAE values compared to the linear model, reflecting superior predictive accuracy.
According to Shmueli et al.
, such outcomes confirm that the model has robust out-of-sample predictive validity.
Therefore, the model is not only statistically valid but also practically reliable for predicting behavioral constructs like CE and PI in the coffee shop context.
The Influence of Social Media Marketing on Customer Engagement and Purchase Intention The results reveal that SMM significantly affects CE but not PI directly.
This supports engagement-based marketing theory, which asserts that social mediaAos influence on consumer behavior is primarily indirect mediated through emotional, cognitive, and behavioral engagement (Ayesha et al.
, 2.
Digital-native consumers tend to respond more positively to authentic and interactive brand experiences than to overtly persuasive Consequently, social media should be viewed as a relationship-building platform rather than a transactional channel.
These findings also suggest that algorithmic personalization and AI-driven content could further enhance engagement effectiveness, highlighting the need for future studies exploring adaptive and interactive mediators such as user-generated content or AI-assisted community management.
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Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 6.
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Widjaja The Effect of Service Quality on Customer Engagement and Purchase Intention Service Quality (KL) significantly affects both CE and PI, reinforcing the SERVQUAL model (Parasuraman et al.
, 1.
and Customer Experience Theory (Pine & Gilmore, 1.
Beyond functional satisfaction, service quality in experiential settings like cafys contributes to emotional attachment and engagement (Chaffey & Ellis-Chadwic, 2.
At Moria Coffee, friendly service, comfortable ambiance, and staff responsiveness foster both engagement and loyalty behaviors, such as repeat visits and social media advocacy.
These results affirm that customers perceive Auexperience as the product,Ay suggesting that future research should examine how service design innovations such as digital ordering systems or hybrid self-service experiences affect engagement in post-pandemic consumer contexts.
The Mediating Role of Customer Engagement CE plays a significant mediating role between both SMMAePI and KLAePI.
This reinforces CE as a central construct in modern marketing theory, functioning as the AubridgeAy between external stimuli and behavioral responses (Hamdat et al.
, 2.
From a servicedominant logic perspective, engagement reflects the process of co-creation of value (Vargo & Lusch, 2.
, where consumers actively participate in shaping their experiences and brand perceptions.
For Moria Coffee, this manifests through active social media participation, user reviews, and community-based events.
Consequently, marketing efforts should emphasize a continuous engagement journey encompassing awareness, interaction, intimacy, and advocacy stages.
Future research could explore emotional contagion, community identification, and shared meanings as deeper psychological antecedents of Research Implications This study underscores the evolving role of Social Media Marketing (SMM), shifting from traditional information delivery to emotional, interactive brand engagement.
Relational strategies such as storytelling and user-generated content can build stronger psychological ties with consumers, encouraging loyalty and participation.
Additionally.
Service Quality (SQ) emerges as a vital component beyond just speed or efficiency it contributes to emotional satisfaction and the overall service experience, especially important in environments like coffee shops that rely heavily on ambiance and interpersonal interaction.
Table 4.
Research Implications Implication 1 Social Media Marketing (SMM) Service Quality (KL) Explanation The study extends the understanding of SMMAos strategic role in shaping customer engagement, emphasizing a shift from informational promotion to relational approaches that foster emotional connections and brand experiences, ultimately influencing purchase intention indirectly through engagement.
The research reinforces Service Quality (KL) as a critical driver of both customer engagement and purchase intention, highlighting its role in creating relational and emotional value beyond transactional efficiency, particularly in experiential service settings like coffee FAKULTAS EKONOMI UNIVERSITAS WIDYA MATARAM Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 6.
, 396-408 Zeffry and Bernard T.
Widjaja
Customer Engagement (CE) Purchase Intention
(PI)
Integrative Marketing Management Model CE is identified as a key mediator linking SMM and KL to purchase intention, acting as a core psychological construct that drives brandrelated behaviors and strengthens long-term customer relationships in modern marketing frameworks.
The findings enrich the understanding of PI by positioning it as an outcome of active customer engagement rather than direct responses to marketing stimuli, integrating emotional and social factors into traditional behavioral models like the Theory of Planned Behavior.
The study proposes a holistic model that integrates SMM.
KL.
CE, and PI, reflecting a shift toward relationship-based marketing and emphasizing the co-creation of value through customer interactions across digital and physical touchpoints.
Customer Engagement (CE) plays a central mediating role, connecting SMM and SQ to Purchase Intention (PI) by fostering trust, emotional attachment, and brand advocacy.
Rather than seeing PI as a straightforward reaction to price or promotion, the study emphasizes the importance of sustained engagement and emotional resonance.
The integration of these components leads to a more nuanced understanding of consumer behavior, where satisfaction is co-created through a blend of online and offline experiences.
In conclusion, the findings advocate for a relationship-based marketing model that blends digital outreach with physical service excellence.
Businesses are encouraged to view customers not merely as passive recipients of promotions but as active participants in value The proposed model unifies key constructs SMM.
SQ.
CE, and PI into an interconnected system of influence.
This approach aligns with modern marketing theories that value engagement, emotion, and experience as critical to purchasing behavior.
Such integration enriches the classical Theory of Planned Behavior with psychological depth.
Ultimately, this research offers strategic insights for marketers aiming to cultivate lasting customer relationships.
CONCLUSION
This study concludes that Social Media Marketing (SMM) and Service Quality (SQ) significantly influence Purchase Intention (PI), both directly and indirectly through Customer Engagement (CE) as a mediating variable.
Engaging and relevant social media content strengthens customersAo perceptions and emotional connections with the brand, while high-quality service reflected in reliability, responsiveness, assurance, empathy, and tangible elements fosters customer trust and loyalty.
Furthermore, the mediation results reveal that CE acts as a vital link between marketing strategies and purchasing behavior, suggesting that cognitively, emotionally, and behaviorally engaged customers are more likely to proceed with purchase decisions.
From a practical perspective, the findings suggest that integrating digital engagement strategies with superior service quality is essential for enhancing customer experience and strengthening purchase intentions.
Businesses such as Moria Cafy can leverage interactive social media campaigns and consistent service delivery to maintain customer satisfaction and long-term loyalty.
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Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 6.
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Widjaja However, this study is limited by its cross-sectional design and the restricted sample size, which may not fully capture dynamic consumer behavior over time.
Future research should consider longitudinal or experimental approaches to examine how sustained engagement affects purchase intentions in different contexts, as well as include additional moderating variables such as brand image or customer trust to deepen the modelAos explanatory power.
REFERENCES