Empowerment Model of the Influence of Digital Marketing Strategy on Brand Awareness of Community-Based MSMEs with SEM Approach
DOI:
https://doi.org/10.56778/jabdimasbioedkes.v3i1.622Abstract
This community service aims to analyze the influence of digital marketing strategies and content innovation on brand awareness and brand loyalty in community-based MSMEs using the Structural Equation Modeling–Partial Least Squares (SEM–PLS) approach. This study involved 120 MSME respondents who are members of local and digital communities in Indonesia. The results indicate that digital marketing strategies have a significant effect on increasing brand awareness, with community involvement acting as a mediating variable that strengthens this relationship. Research demonstrates that content innovation positively impacts brand loyalty, both directly and indirectly, using consumer trust as a mediating variable. The R² values of 0.55 for brand awareness and 0.60 for brand loyalty indicate satisfactory model strength in explaining endogenous variables. These findings confirm that community-based collaboration and trust-building are effective strategies in strengthening MSME brand awareness and loyalty in the digital era.
References
Abubakar, A. A. (2025). Unveiling the cultural tapestry: Exploring gender dynamics in embracing digital technology brands among the Y Generation in Saudi Arabia: a social structure theory and luxury value model perspective. Future Business Journal, 11(1), 71. https://doi.org/10.1186/s43093-025-00486-x
Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022a). Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 109. https://doi.org/10.3390/joitmc8030109
Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022b). Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 109. https://doi.org/10.3390/joitmc8030109
Damaschi, G., Aboueldahab, A., & D’Addario, M. (2025). Decomposing Brand Loyalty: An Examination of Loyalty Subcomponents, Product Price Range, Consumer Personality, and Willingness to Pay. Behavioral Sciences, 15(2), 189. https://doi.org/10.3390/bs15020189
Fluhrer, P., & Brahm, T. (2025). How small businesses build their brands in a digital world: A systematic review. Review of Managerial Science. https://doi.org/10.1007/s11846-025-00931-9
Huynh, Q. L., & Nguyen, V. K. (2025). Stakeholder Engagement in Digital Marketing and Environmental Management. Sustainability, 17(20), 9157. https://doi.org/10.3390/su17209157
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046
PhamThi, H., & Ho, T. N. (2024). Understanding customer experience over time and customer citizenship behavior in retail environment: The mediating role of customer brand relationship strength. Cogent Business & Management, 11(1), 2292487. https://doi.org/10.1080/23311975.2023.2292487
Rahman, S., Fadrul, Suyono, Setyawan, O., Junaedi, A. T., & Renaldo, N. (2025). Digital competitive advantages of MSMEs and the antecedents factor (digital creativity and digital culture). Journal of Open Innovation: Technology, Market, and Complexity, 11(3), 100585. https://doi.org/10.1016/j.joitmc.2025.100585
Rosyidiana, R. N., & Narsa, I. M. (2024). Micro, small, and medium-sized enterprises (MSMEs) during the post-pandemic economic recovery period: Digitalization, literation, innovation, and its impact on financial performance. Cogent Business & Management, 11(1), 2342488. https://doi.org/10.1080/23311975.2024.2342488
Sánchez Garza, M. N., Sánchez Limón, M. L., Sánchez Tovar, Y., & Qalati, S. A. (2024). Marketing activities effects on brand awareness generation, image and loyalty in the social networks of a public higher education institution. Cogent Business & Management, 11(1), 2318809. https://doi.org/10.1080/23311975.2024.2318809
Sang, V. M., & Cuong, M. C. (2025). The influence of brand experience on brand loyalty in the electronic commerce sector: The mediating effect of brand association and brand trust. Cogent Business & Management, 12(1), 2440629. https://doi.org/10.1080/23311975.2024.2440629
Saulīte, L., & Ščeulovs, D. (2022). The Impact on Audience Media Brand Choice Using Media Brands Uniqueness Phenomenon. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 128. https://doi.org/10.3390/joitmc8030128
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon, 10(16), e36254. https://doi.org/10.1016/j.heliyon.2024.e36254
Terason, S., Pattanayanon, P., & Phawitpiriyakliti, C. (2025). From Interaction to Loyalty: The Role of Digital Engagement in Automobile Consumers. Human Behavior and Emerging Technologies, 2025(1), 9912657. https://doi.org/10.1155/hbe2/9912657
Theocharis, D., & Tsekouropoulos, G. (2025). Sustainable Consumption and Branding for Gen Z: How Brand Dimensions Influence Consumer Behavior and Adoption of Newly Launched Technological Products. Sustainability, 17(9), 4124. https://doi.org/10.3390/su17094124
Wang, J., Shahzad, F., Ahmad, Z., Abdullah, M., & Hassan, N. M. (2022). Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach. Sage Open, 12(2), 21582440221091262. https://doi.org/10.1177/21582440221091262
Wijaya, L. I., Zunairoh, Z., Izharuddin, M., & Rianawati, A. (2025). Scope of E-Commerce use, innovation capability, and performance: Food sector MSMEs in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 11(1), 100459. https://doi.org/10.1016/j.joitmc.2024.100459
Zukari, R. P. A., & Aryanto, R. (2025). The Influence of Digital Marketing Strategy in the Development of MSMEs on Economic Growth 2018 – 2022 (Case Study of Digital Advertising MSMEs in Jakarta). Journal of World Science, 4(1), 125–134. https://doi.org/10.58344/jws.v4i1.1287
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Arie Wahyu Prananta , Indra Jaya K. Wardana, Zainal Abidin, Aninda Sophia Prasasti, Natalie Eleonora Desviandhy, Ines Alya Chahyani , Dwin Ulyana Putri , Moh. Rifki Tri Ainul Fahmi
This work is licensed under a Creative Commons Attribution 4.0 International License.
<a rel="license" href="http://creativecommons.org/licenses/by/4.0/"><img alt="Creative Commons License" style="border-width:0" src="https://i.creativecommons.org/l/by/4.0/88x31.png" /></a><br />This work is licensed under a <a rel="license" href="http://creativecommons.org/licenses/by/4.0/">Creative Commons Attribution 4.0 International License</a>.
