_001_-_Copy.jpg)
Peran Cross Platform Posting dan Customer Engagement dalam Membangun Brand Awareness Ritel Kecantikan Lokal
Abstract
This study analyzes the effect of cross-platform posting on customer engagement and brand awareness at Mitufaya beauty retail in Malang City, which implements this strategy across Instagram and TikTok to expand reach and increase consumer interaction. A quantitative approach with explanatory research design was employed. The population comprised Mitufaya consumers in Malang City who had encountered Mitufaya content on both platforms, with 120 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0, encompassing outer model, inner model, and hypothesis testing procedures. The results indicate that cross-platform posting exerts a positive and significant effect on both customer engagement and brand awareness. Furthermore, customer engagement positively and significantly influences brand awareness. These findings suggest that consistent content distribution across multiple social media platforms simultaneously strengthens consumer engagement and brand awareness. Theoretically, this study supports the Stimulus–Organism–Response (S-O-R) theory in explaining consumer responses to digital marketing strategies. Practically, the findings offer actionable insights for beauty retail practitioners seeking to optimize cross-platform content distribution strategies to enhance customer engagement and brand awareness.
Keywords
Full Text:
PDFReferences
Abou-Shouk, M., & Soliman, M. (2021). The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating effect of customer engagement. Journal of Destination Marketing and Management, 20. https://doi.org/10.1016/j.jdmm.2021.100559
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology and Marketing, 32, 15–27. https://doi.org/10.1002/MAR.20761
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer Engagement. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of retailing and consumer services, 59, 102345.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International journal of information management, 59, 102168.
Gede, I., Kusuma, W. A., Endayani, F., Budi, A., & Khouroh, U. (2024). Social media marketing impact on Gen Z’s brand engagement, awareness and image. 23(2). https://doi.org/10.24123/jmb.v23i2.803
Hair, J. F. ., Ortinau, D. J. ., & Harrison, D. E. . (2021). Essentials of marketing research. McGraw-Hill Education.
Hardiana, C. D., & Mulasih, T. F. (2024). Pengaruh Iklan Dan Kualitas Produk Terhadap Brand Awareness Lipstik Maybelline Di Kecamatan Tambun Selatan Kab. Bekasi. Jurnal Ekonomi dan Bisnis STIE Bisnis Internasional Indonesia (BII), 4(2), 282-294.
Jiaying, L., & Lasi, A. (2024). Branding In Digital Transformation: Optimizing Multichannel Marketing Strategies With Big Data And Consumer Behavioral Analytics. Theory And Practice, 2024(5), 1–10. https://kuey.net/
Kotler, Philip., Keller, K. Lane., & Chernev, Alexander. (2022). Marketing management. Pearson Education Limited.
Kusmaryono, I., Wijayanti, D., & Maharani, H. R. (2022). Number of Response Options, Reliability, Validity, and Potential Bias in the Use of the Likert Scale Education and Social Science Research: A Literature Review. Başlık, volume-8-2022(volume-8-issue-4-november-2022), 625–637. https://doi.org/10.12973/ijem.8.4.625
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social Media Marketing Strategy: Definition, Conceptualization, Taxonomy, Validation, and Future Agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
Mehrabian, A. , & Russell, J. A. (1974). An approach to environmental psychology. https://archive.org/details/approachtoenviro00albe
Oetomo, A. L., & Priatna, W. B. (2025). Nivedana: Journal of Communication and Language Strategi Multi-Platform Communication Specialist Dalam Meningkatkan Brand Awareness Pt Predikt Tangguh Indonesia. https://doi.org/10.53565/nivedana.v6i3.1851
Rasool, A., Shah, F. A., & Tanveer, M. (2021). Relational Dynamics between Customer Engagement, Brand Experience, and Customer Loyalty: An Empirical Investigation. Journal of Internet Commerce, 20(3), 273–292.
Scheibe, K., Zhang, H., & Zimmer, F. (2025). Cross-Platform Content Distribution Behavior: A Qualitative Analysis of YouTube Creators’ Video Content on the Chinese Video Streaming Service Bilibili. Journal of Information Science Theory and Practice, 13(2), 37–48. https://doi.org/10.1633/JISTaP.2025.13.2.3
Sutarso, A. bait fiqri zulfikar, Al Ghifari, A., & Rohendi, R. (2025). Perubahan Paradigma Pemasaran Konsep Tradisional vs Kontemporer. BISMA : Business and Management Journal, 3(3), 190–196. https://doi.org/10.59966/bisma.v3i3.2106
Unnava, V., & Aravindakshan, A. (2021). How does consumer engagement evolve when brands post across multiple social media? Journal of the Academy of Marketing Science, 49(5), 864–881. https://doi.org/10.1007/s11747-021-00785-z
Vinerean, S., & Opreana, A. (2021). Measuring customer engagement in social media marketing: A higher-order model. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2633–2654. https://doi.org/10.3390/jtaer16070145
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of business research, 122, 889-901.
Voorveld, H. A., Van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of advertising, 47(1), 38-54.
We Are Social, & Meltwater. (2025). Digital 2026: Top digital and social media trends in Indonesia - We Are Social Indonesia. https://wearesocial.com/id/blog/2025/11/digital-2026-top-digital-and-social-media-trends-in-indonesia/
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), 189.
DOI: https://doi.org/10.17509/manajerial.v25i1.100367
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 Universitas Pendidikan Indonesia (UPI)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Jurnal Manajerial is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
View My Stats