AbstrakTujuan - Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh variabel-variabel Social Media Marketing yang terdiri dari Entertainment, Customization, Interaction, E-WOM, Trendiness, terhadap Consumer Brand Engagement, Brand Awareness, Brand Image, dan Brand Loyalty. Dedsain/Metodologi/Pendekatan - Penyebaran kuesioner dilakukan dengan penyebaran kuesioner secara online. Purposive Sampling Technique digunakan untuk memperoleh 180 responden. Pengujian data dilakukan dengan menggunakan SEM dengan software AMOS.Hasil Penelitian - Temuan dari penelitian ini adalah: Entertaiment berpengaruh positif signifikan terhadap Consumer Brand Engagement, Customization tidak berpengaruh positif signifikan terhadap Consumer Brand Engagement, Interaction berpengaruh positif signifikan terhadap Consumer Brand Engagement, E-WOM tidak berpengaruh positif signifikan terhadap Consumer Brand Engagement, Trendiness berpengaruh positif signifikan terhadap Consumer Brand Engagement. Selanjutnya Consumer Brand Engagement berpengaruh positif signifikan terhadap Brand Awareness, juga berpengaruh positif signifikan terhadap Brand Image. Consumer Brand Engagement berpengaruh positif signifikan   terhadap Brand Loyalty, baik melalui Brand Awareness maupun melalui Brand Image.Keterbaruan/Nilai – Penelitian ini mengkombinasikan lima penelitian terdahulu dengan kajian senada & judul-judul penelitian dan peneliti-peneliti berbeda; pengaruh Social Media Marketing terhadap Consumer Brand Engagement, Pengaruh Consumer Brand Engagement terhadap Brand Awareness & Brand Image, Pengaruh Social Media Marketing terhadap Brand Awareness dan Brand Image, Pengaruh brand Awareness dan Brand Image terhadap brand loyalty, Pengaruh Consumer Brand Engagement ke Brand Loyalty dimediasi oleh Brand Awareness dan Brand Image.  AbstractPurpose - This research aims is to analyse the impacts of Social Media marketing  (Entertainment, Customization, Interaction, E-WOM, Trendiness), toward Consumer Brand Engagement, and brand Loyalty which are mediated by Brand Awareness, Brand ImageDesign/Methodology/Approach – Online questionnaires are distributed and 180 respondents are collected by using purposive sampling technique. Structural Equation Model (SEM) with AMOS Software is used for hypothesis testing.Finding - The findings are Entertainment, Customization, Interaction, E-WOM, Trendiness,  has positive effect positive  significant each on Consumer Brand Engagement. Consumer Brand Engagement has positive effect on Brand Awareness, also on Brand Image. Consumer Brand Engagement also has positive effect on Brand Loyalty, mediated by Brand Awareness and brand ImageNovelty/Value – combining and collaborating from five research topics & results about the impacts of Entertainment, Customization, Interaction, E-WOM, Trendiness,  has positive effect positive  significant each on Consumer Brand Engagement. Consumer Brand Engagement has positive effect on Brand Awareness, also on Brand Image. Consumer Brand Engagement also has positive effect on Brand Loyalty, mediated by Brand Awareness and brand Image .

This research analyzed the effect of physical attractiveness, attitude homophily, social attractiveness, and relationship-building motives on credibility and parasocial interaction, and attitude towards brands and advertisements on purchase intention. Online questionnaires were sent to 200 respondents selected using non-probability and purposive sampling. Hypothesis testing involved Structural Equation Model (SEM) and AMOS Software. Findings showed that physical attractiveness positively affected credibility but had no positive influence on parasocial interaction. Attitude homophily positively affected credibility but had no positive influence on parasocial interaction. Social attractiveness positively affected parasocial interaction. Relationship-building motives positively affected parasocial interaction. Credibility positively affected parasocial interaction and attitudes toward brands and advertisements. However, credibility did not affect purchase intention. Parasocial interaction positively affected purchase intention. Brand attitude had no positive impact on purchase intention. Attitude towards advertisement positively affected purchase intention. We combined two similar studies to determine drivers and outcomes of credibility and parasocial interactions on purchase intentions.

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This study is intended to analyze the antecedents and consequences of attachment. This research method is descriptive quantitative which is used to describe the relationship or influence toward research variables based on the use of statistical analysis and mathematical equations. The data source was obtained through an online questionnaire survey of 150 respondents as beauty influencer. The data analysis method used is the Structural Equation Model (SEM) to test the hypotheses in the study. The results of the study show that there is a positive effect of homophily, social presence, physical attractiveness on attachment, and there is a positive effect of attachment on loyalty to the influencer.

Following motivation - entrepreneurial orientation - sustainable development - sustainable firm performance development, this paper aims to explore how the first three variables support sustainable firm performance development of SEs in Banten province. Fieldwork was performed in Cipadu Business District-Tangerang, Banten province. A survey of 238 SEs provided data for empirical testing with SEM analysis. <br />The findings suggested that the first three variables influence the SEs s sustainable firm performance development in a positive way Significantly. The owners of SEs pay more attention to improve motivation, entrepreneurial orientation, and sustainable development, to gain sustainable firm performance development. The sequential of the four variables above play roles as the tools on increasing SEs profit and revenue. Motivation variable and entrepreneurial orientation especially is the power engine for getting SEs performance. <br />Sustainable development implication changes the paradigm of SEs future life as smart businesses, for gaining SEs profit and revenue. Quantitative evaluation of the effects of motivation, entrepreneurial orientation embedded concept of sustainable development (triple bottom line) in the Cipadu garment business in an important research gap.