Customer Engagement as a Mediating Mechanism between Social Media Marketing and Brand Loyalty in Culinary SMEs
Keywords:
Social Media Marketing, Customer Engagement, Brand Loyalty, SMEs, Culinary sector
Abstract
This study examines the role of Customer Engagement as a mediating mechanism in the relationship between Social Media Marketing and Brand Loyalty in culinary SMEs. Using a quantitative approach, data were collected from 150 SME owners and managers in Balikpapan, East Kalimantan, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that Social Media Marketing has a positive and significant effect on Customer Engagement, although the effect is moderate. Customer Engagement is found to have a strong and significant influence on Brand Loyalty, indicating its critical role in building long-term customer relationships. Meanwhile, the direct effect of Social Media Marketing on Brand Loyalty is positive but relatively weak. Mediation analysis confirms that Customer Engagement significantly mediates the relationship between Social Media Marketing and Brand Loyalty. These findings suggest that social media activities alone are insufficient to generate strong customer loyalty unless they are able to foster meaningful engagement. The study contributes to the literature by emphasizing the importance of engagement as a key mechanism in digital marketing, particularly in the SME context. Practically, the results highlight the need for SMEs to focus on interactive and relationship-oriented strategies to enhance customer loyalty
References
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Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research : Perspectives and research propositions. International Journal of Information Management, 59(June 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
El Munadiyan, A., & Pranggono, A. (2025). Systematic Literature Review: Online Media and Customer Engagement Relations. Jurnal Ilmu Manajemen Dan Pemasaran, 3(1), 19–25. https://doi.org/10.71277/q9pt4d22
Fornel, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Hair, J. F., Howard, M. C., & Nitzl, C. (2021). Review of Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1). https://doi.org/10.1080/10705511.2022.2108813
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Halik, J. B., & Halik, M. Y. (2024). Open Innovation And Digital Marketing : A Catalyst For Culinary SMEs In Makassar. Jurnal Manajemen, 28(03), 588–612. https://doi.org/10.24912/jm.v28i3.2059
Halik, J. B., Halik, M. Y., Basongan, S., & Mapau, J. (2026). Strategic Distribution , Digital Marketing , and Open Innovation : Toward Integrated Capability Development for SME Performance. Asia Marketing Journal, 27(4), 355–371. https://doi.org/10.53728/2765-6500.1665
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hidayat, A., Wijaya, T., Ishak, A., & Endi Catyanadika, P. (2021). Consumer Trust as the Antecedent of Online Consumer Purchase Decision. In Information (Vol. 12, Issue 4, p. 145). https://doi.org/10.3390/info12040145
Hollebeek, L. D. (2019). Exploring customer brand engagement : Definition and themes. Journal of Strategic Marketing, 19(7), 555. https://doi.org/10.1080/0965254X.2011.599493
Hunt, S. D., Arnett, D. B., & Madhavaram, S. (2006). The explanatory foundations of relationship marketing theory. Journal of Business and Industrial Marketing, 21(2), 72–87. https://doi.org/10.1108/10610420610651296
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375
Keke, M. E. (2022). The use of digital marketing in information transport in social media: the example of Turkish companies. Transportation Research Procedia, 63, 2579–2588. https://doi.org/https://doi.org/10.1016/j.trpro.2022.06.297
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Prentice Hall.
Kurtessis, James N, Eisenberger, Robert, Ford, Michael T, Buffardi, Louis C, Stewart, Kathleen A, & Adis, Cory S. (2015). Perceived Organizational Support: A Meta-Analytic Evaluation of Organizational Support Theory. Journal of Management, 43(6), 1854–1884. https://doi.org/10.1177/0149206315575554
Lambe, K. H. P., & Halik, J. B. (2024). INOVASI PRODUK DAN PROSES SEBAGAI KUNCI KEUNGGULAN BERSAING UKM KULINER. Paulus Journal of Accounting (PJA), 6(1), 82–93. https://ojs.ukipaulus.ac.id/index.php/pja/article/view/805
Liao, H., Liu, Y., & Li, P. (2023). Information systems adoption and knowledge performance: An absorptive capacity perspective. Frontiers in Psychology, Volume 13-2022. https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.1062780
Marc, W., & Rasul, T. (2022). Customer engagement and social media : Revisiting the past to inform the future. Journal of Business Research, 148(May 2021), 325–342. https://doi.org/10.1016/j.jbusres.2022.04.068
Omowole, B. M., Olufemi-phillips, A. Q., Ofodile, O. C., Udo, N. L. E., & Ewim, S. E. (2024). Barriers and drivers of digital transformation in SMEs : A conceptual analysis Barriers and drivers of digital transformation in SMEs : A conceptual analysis. International Journal of Scholarly Research in Science and Technology, 5(2), 19–36. https://doi.org/10.56781/ijsrst.2024.5.2.0037
Pratama, C. A., & Astarini, R. R. D. (2023). ELECTRONIC WORD OF MOUTH AS A PREDICTOR OF PURCHASE INTENTION : EVIDENCE FROM INSTAGRAM AND TIKTOK IN INDONESIA Corresponding Author : diah.astarini@trisakti.ac.id. International Journal of Digital Entrepreneurship and Business (IDEB), 4(2), 84–94. https://doi.org/10.52238/ideb.v4i2.119
Purandare, A. (2024). The Role of Digital Marketing in Shaping Consumer Purchase Intentions in Emerging Economies. Journal of Ecohumanism, 3(8 SE-Articles), 14554– 14564. https://doi.org/10.62754/joe.v3i8.6849
Santosa, P. I. (2018). Metode Penelitian Kuantitatif: Pengembangan Hipotesis dan Pengujiannya Menggunakan SmartPLS (Giovanny (ed.); 1st ed.). Penerbit ANDI.
Sekaran, U., & Bougie, R. (2017). Research Method for Business (6th ed.). Salemba Empat.
Setiawardani, M. (2022). Peran Inovasi Dalam Membangun Keunggulan Bersaing Sektor UMKM Bidang Kuliner Pascadisrupsi Akibat Pandemi Covid 19 Di Kota Bandung. Jurnal Riset Bisnis Dan Investasi, 8(1), 25–38. https://doi.org/10.35313/jrbi.v8i1.2616
Sharabati, A. A., Ali, A., Ali, A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs : An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16(8667), 1–25. https://doi.org/10.3390/su16198667
Sugiyono. (2021). Metode Penelitian Pendidikan(Kuantitatif, Kualitatif, Kombinasi, R&D dan Penelitian Pendidikan). Cv. Alfabeta.
Tallamma, B. R., Jaya, A., & Londong, J. P. (2025). The Influence of Brand Image , Brand Equity , and Influencers on Yamaha Motorcycle Purchase Decisions among University Students. Journal of Marketing Management and Innovative Business Review, 3(2), 67–75. https://doi.org/10.63416/mrb.v3i2.390
Tamara, K. L. T., Jaya, A., & Halik, J. baptista. (2023). Pengaruh Social Media Marketing dan Sales Promotion Terhadap Keputusan Pembelian Tastea Perintis Kemerdekaan Makassar. Al-Buhuts, 19(2), 112–131. https://journal.iaingorontalo.ac.id/index.php/ab/article/view/4163
Tutak, M., & Brodny, J. (2022). Business Digital Maturity in Europe and Its Implication for Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(1). https://doi.org/10.3390/joitmc8010027
Tuti, M., & Sulistia, V. (2022). The Customer Engagement Effect on Customer Satisfaction and Brand Trust and Its Impact on Brand Loyalty. Jurnal Manajemen Bisnis, 13(1), 1–15. https://doi.org/10.18196/mb.v13i1.12518
Winell, E., Nilsson, J., & Lundberg, E. (2023). Customer engagement behaviors on physical and virtual engagement platforms. Journal of Services Marketing, 37(10), 35–50. https://doi.org/10.1108/JSM-03-2023-0084
Yadav, M., Joshi, Y., & Rahman, Z. (2015). Mobile Social Media: The New Hybrid Element of Digital Marketing Communications. Procedia - Social and Behavioral Sciences, 189, 335–343. https://doi.org/10.1016/j.sbspro.2015.03.229
Cao, G., & Weerawardena, J. (2023). Strategic use of social media in marketing and financial performance : The B2B SME context. Industrial Marketing Management, 111(May 2022), 41–54. https://doi.org/10.1016/j.indmarman.2023.03.007
Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53(March), 102103. https://doi.org/10.1016/j.ijinfomgt.2020.102103
Clement Addo, P., Fang, J., Asare, A. O., & Kulbo, N. B. (2021). Customer engagement and purchase intention in live-streaming digital marketing platforms. The Service Industries Journal, 41(11–12), 767–786. https://doi.org/10.1080/02642069.2021.1905798
Cropanzano, Russell, & Mitchell, Marie S. (2005). Social Exchange Theory: An Interdisciplinary Review. Journal of Management, 31(6), 874–900. https://doi.org/10.1177/0149206305279602
Cropanzano, R., & Mitchell, M. S. (2005). Social Exchange Theory : An Interdisciplinary Review. Journal of Management, 31(6), 874–900. https://doi.org/10.1177/0149206305279602
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research : Perspectives and research propositions. International Journal of Information Management, 59(June 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
El Munadiyan, A., & Pranggono, A. (2025). Systematic Literature Review: Online Media and Customer Engagement Relations. Jurnal Ilmu Manajemen Dan Pemasaran, 3(1), 19–25. https://doi.org/10.71277/q9pt4d22
Fornel, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Hair, J. F., Howard, M. C., & Nitzl, C. (2021). Review of Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1). https://doi.org/10.1080/10705511.2022.2108813
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Halik, J. B., & Halik, M. Y. (2024). Open Innovation And Digital Marketing : A Catalyst For Culinary SMEs In Makassar. Jurnal Manajemen, 28(03), 588–612. https://doi.org/10.24912/jm.v28i3.2059
Halik, J. B., Halik, M. Y., Basongan, S., & Mapau, J. (2026). Strategic Distribution , Digital Marketing , and Open Innovation : Toward Integrated Capability Development for SME Performance. Asia Marketing Journal, 27(4), 355–371. https://doi.org/10.53728/2765-6500.1665
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hidayat, A., Wijaya, T., Ishak, A., & Endi Catyanadika, P. (2021). Consumer Trust as the Antecedent of Online Consumer Purchase Decision. In Information (Vol. 12, Issue 4, p. 145). https://doi.org/10.3390/info12040145
Hollebeek, L. D. (2019). Exploring customer brand engagement : Definition and themes. Journal of Strategic Marketing, 19(7), 555. https://doi.org/10.1080/0965254X.2011.599493
Hunt, S. D., Arnett, D. B., & Madhavaram, S. (2006). The explanatory foundations of relationship marketing theory. Journal of Business and Industrial Marketing, 21(2), 72–87. https://doi.org/10.1108/10610420610651296
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375
Keke, M. E. (2022). The use of digital marketing in information transport in social media: the example of Turkish companies. Transportation Research Procedia, 63, 2579–2588. https://doi.org/https://doi.org/10.1016/j.trpro.2022.06.297
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Prentice Hall.
Kurtessis, James N, Eisenberger, Robert, Ford, Michael T, Buffardi, Louis C, Stewart, Kathleen A, & Adis, Cory S. (2015). Perceived Organizational Support: A Meta-Analytic Evaluation of Organizational Support Theory. Journal of Management, 43(6), 1854–1884. https://doi.org/10.1177/0149206315575554
Lambe, K. H. P., & Halik, J. B. (2024). INOVASI PRODUK DAN PROSES SEBAGAI KUNCI KEUNGGULAN BERSAING UKM KULINER. Paulus Journal of Accounting (PJA), 6(1), 82–93. https://ojs.ukipaulus.ac.id/index.php/pja/article/view/805
Liao, H., Liu, Y., & Li, P. (2023). Information systems adoption and knowledge performance: An absorptive capacity perspective. Frontiers in Psychology, Volume 13-2022. https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.1062780
Marc, W., & Rasul, T. (2022). Customer engagement and social media : Revisiting the past to inform the future. Journal of Business Research, 148(May 2021), 325–342. https://doi.org/10.1016/j.jbusres.2022.04.068
Omowole, B. M., Olufemi-phillips, A. Q., Ofodile, O. C., Udo, N. L. E., & Ewim, S. E. (2024). Barriers and drivers of digital transformation in SMEs : A conceptual analysis Barriers and drivers of digital transformation in SMEs : A conceptual analysis. International Journal of Scholarly Research in Science and Technology, 5(2), 19–36. https://doi.org/10.56781/ijsrst.2024.5.2.0037
Pratama, C. A., & Astarini, R. R. D. (2023). ELECTRONIC WORD OF MOUTH AS A PREDICTOR OF PURCHASE INTENTION : EVIDENCE FROM INSTAGRAM AND TIKTOK IN INDONESIA Corresponding Author : diah.astarini@trisakti.ac.id. International Journal of Digital Entrepreneurship and Business (IDEB), 4(2), 84–94. https://doi.org/10.52238/ideb.v4i2.119
Purandare, A. (2024). The Role of Digital Marketing in Shaping Consumer Purchase Intentions in Emerging Economies. Journal of Ecohumanism, 3(8 SE-Articles), 14554– 14564. https://doi.org/10.62754/joe.v3i8.6849
Santosa, P. I. (2018). Metode Penelitian Kuantitatif: Pengembangan Hipotesis dan Pengujiannya Menggunakan SmartPLS (Giovanny (ed.); 1st ed.). Penerbit ANDI.
Sekaran, U., & Bougie, R. (2017). Research Method for Business (6th ed.). Salemba Empat.
Setiawardani, M. (2022). Peran Inovasi Dalam Membangun Keunggulan Bersaing Sektor UMKM Bidang Kuliner Pascadisrupsi Akibat Pandemi Covid 19 Di Kota Bandung. Jurnal Riset Bisnis Dan Investasi, 8(1), 25–38. https://doi.org/10.35313/jrbi.v8i1.2616
Sharabati, A. A., Ali, A., Ali, A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs : An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16(8667), 1–25. https://doi.org/10.3390/su16198667
Sugiyono. (2021). Metode Penelitian Pendidikan(Kuantitatif, Kualitatif, Kombinasi, R&D dan Penelitian Pendidikan). Cv. Alfabeta.
Tallamma, B. R., Jaya, A., & Londong, J. P. (2025). The Influence of Brand Image , Brand Equity , and Influencers on Yamaha Motorcycle Purchase Decisions among University Students. Journal of Marketing Management and Innovative Business Review, 3(2), 67–75. https://doi.org/10.63416/mrb.v3i2.390
Tamara, K. L. T., Jaya, A., & Halik, J. baptista. (2023). Pengaruh Social Media Marketing dan Sales Promotion Terhadap Keputusan Pembelian Tastea Perintis Kemerdekaan Makassar. Al-Buhuts, 19(2), 112–131. https://journal.iaingorontalo.ac.id/index.php/ab/article/view/4163
Tutak, M., & Brodny, J. (2022). Business Digital Maturity in Europe and Its Implication for Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(1). https://doi.org/10.3390/joitmc8010027
Tuti, M., & Sulistia, V. (2022). The Customer Engagement Effect on Customer Satisfaction and Brand Trust and Its Impact on Brand Loyalty. Jurnal Manajemen Bisnis, 13(1), 1–15. https://doi.org/10.18196/mb.v13i1.12518
Winell, E., Nilsson, J., & Lundberg, E. (2023). Customer engagement behaviors on physical and virtual engagement platforms. Journal of Services Marketing, 37(10), 35–50. https://doi.org/10.1108/JSM-03-2023-0084
Yadav, M., Joshi, Y., & Rahman, Z. (2015). Mobile Social Media: The New Hybrid Element of Digital Marketing Communications. Procedia - Social and Behavioral Sciences, 189, 335–343. https://doi.org/10.1016/j.sbspro.2015.03.229
Published
2026-06-10
How to Cite
Putri, E. A., Wahyudiah, A., Rosita, D., & Nurlia, N. (2026). Customer Engagement as a Mediating Mechanism between Social Media Marketing and Brand Loyalty in Culinary SMEs. Journal of Marketing Management and Innovative Business Review, 4(1), 44-61. https://doi.org/10.63416/mrb.v4i1.466
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Copyright (c) 2026 Elda Andrialya Putri, Amran Wahyudiah, Dewi Rosita, Nurlia Nurlia
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