{"id":"https://openalex.org/W7225617280","doi":"https://doi.org/10.62379/jebd.v4i2.5318","title":"Pengaruh Social Media Marketing dan Video Marketing terhadap Customer Engagement Pada Produk Fashion Di Kalangan Mahasiswa Universitas Pamulang","display_name":"Pengaruh Social Media Marketing dan Video Marketing terhadap Customer Engagement Pada Produk Fashion Di Kalangan Mahasiswa Universitas Pamulang","publication_year":2026,"publication_date":"2026-11-08","ids":{"openalex":"https://openalex.org/W7225617280","doi":"https://doi.org/10.62379/jebd.v4i2.5318"},"language":"en","primary_location":{"id":"doi:10.62379/jebd.v4i2.5318","doi":"https://doi.org/10.62379/jebd.v4i2.5318","is_oa":true,"landing_page_url":"https://doi.org/10.62379/jebd.v4i2.5318","pdf_url":"https://jurnal.ittc.web.id/index.php/jebd/article/download/5318/4813","source":{"id":"https://openalex.org/S5407044345","display_name":"Jurnal Ekonomi dan Bisnis Digital","issn_l":"3025-6429","issn":["3025-6429"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Jurnal Ekonomi dan Bisnis Digital","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://jurnal.ittc.web.id/index.php/jebd/article/download/5318/4813","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5161351181","display_name":"Fatih Farhat","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210157166","display_name":"Universitas Pamulang","ror":"https://ror.org/05x6rt433","country_code":"ID","type":"education","lineage":["https://openalex.org/I4210157166"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Fatih Farhat","raw_affiliation_strings":["Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang","institution_ids":["https://openalex.org/I4210157166"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5161340541","display_name":"Mohammad Ervi Verdiansyah Hamidi","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210157166","display_name":"Universitas Pamulang","ror":"https://ror.org/05x6rt433","country_code":"ID","type":"education","lineage":["https://openalex.org/I4210157166"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Mohammad Ervi Verdiansyah Hamidi","raw_affiliation_strings":["Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang","institution_ids":["https://openalex.org/I4210157166"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5154911361","display_name":"Muhammad Rafly","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210157166","display_name":"Universitas Pamulang","ror":"https://ror.org/05x6rt433","country_code":"ID","type":"education","lineage":["https://openalex.org/I4210157166"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Muhammad Rafly","raw_affiliation_strings":["Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang","institution_ids":["https://openalex.org/I4210157166"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5041096787","display_name":"Ria Aulia","orcid":"https://orcid.org/0000-0001-6398-3452","observed_orcids":["https://orcid.org/0000-0001-6398-3452"]},"institutions":[{"id":"https://openalex.org/I4210157166","display_name":"Universitas Pamulang","ror":"https://ror.org/05x6rt433","country_code":"ID","type":"education","lineage":["https://openalex.org/I4210157166"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Ria Aulia","raw_affiliation_strings":["Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang","institution_ids":["https://openalex.org/I4210157166"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4210157166"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"4","issue":"2","first_page":"900","last_page":"909"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9976000189781189,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9976000189781189,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.0017000000225380063,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.0003000000142492354,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":1.0},{"id":"https://openalex.org/keywords/video-marketing","display_name":"video marketing","score":1.0},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"customer engagement","score":1.0},{"id":"https://openalex.org/keywords/fashion-products","display_name":"fashion products","score":0.9440000057220459},{"id":"https://openalex.org/keywords/college-students","display_name":"university students","score":0.9509999752044678},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.6669999957084656},{"id":"https://openalex.org/keywords/audiovisual-media","display_name":"audiovisual media","score":0.9100000262260437},{"id":"https://openalex.org/keywords/consumer-interaction","display_name":"consumer interaction","score":0.4959999918937683}],"concepts":[{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.613099992275238},{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.6047999858856201},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.4535999894142151},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.43720000982284546},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.43650001287460327},{"id":"https://openalex.org/C2985889538","wikidata":"https://www.wikidata.org/wiki/Q267114","display_name":"Social media marketing","level":3,"score":0.43149998784065247},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.3587000072002411},{"id":"https://openalex.org/C2986587452","wikidata":"https://www.wikidata.org/wiki/Q938438","display_name":"Statistical analysis","level":2,"score":0.3506999909877777},{"id":"https://openalex.org/C142853389","wikidata":"https://www.wikidata.org/wiki/Q744778","display_name":"Association (psychology)","level":2,"score":0.3490999937057495},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.33649998903274536},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.31859999895095825},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.2962999939918518},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.28619998693466187},{"id":"https://openalex.org/C65067816","wikidata":"https://www.wikidata.org/wiki/Q2295139","display_name":"Computer-assisted web interviewing","level":2,"score":0.28459998965263367},{"id":"https://openalex.org/C2777754422","wikidata":"https://www.wikidata.org/wiki/Q17081927","display_name":"Social marketing","level":2,"score":0.27320000529289246},{"id":"https://openalex.org/C98825075","wikidata":"https://www.wikidata.org/wiki/Q485643","display_name":"Customer relationship management","level":2,"score":0.27250000834465027},{"id":"https://openalex.org/C26011011","wikidata":"https://www.wikidata.org/wiki/Q6030243","display_name":"Influencer marketing","level":4,"score":0.27070000767707825}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.62379/jebd.v4i2.5318","doi":"https://doi.org/10.62379/jebd.v4i2.5318","is_oa":true,"landing_page_url":"https://doi.org/10.62379/jebd.v4i2.5318","pdf_url":"https://jurnal.ittc.web.id/index.php/jebd/article/download/5318/4813","source":{"id":"https://openalex.org/S5407044345","display_name":"Jurnal Ekonomi dan Bisnis Digital","issn_l":"3025-6429","issn":["3025-6429"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Jurnal Ekonomi dan Bisnis Digital","raw_type":"journal-article"},{"id":"pmh:oai:ojs2.jurnal.ittc.web.id:article/5318","doi":null,"is_oa":true,"landing_page_url":"https://jurnal.ittc.web.id/index.php/jebd/article/view/5318","pdf_url":null,"source":{"id":"https://openalex.org/S5407044345","display_name":"Jurnal Ekonomi dan Bisnis Digital","issn_l":"3025-6429","issn":["3025-6429"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"10.62379/jebd.v4i2","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"doi:10.62379/jebd.v4i2.5318","doi":"https://doi.org/10.62379/jebd.v4i2.5318","is_oa":true,"landing_page_url":"https://doi.org/10.62379/jebd.v4i2.5318","pdf_url":"https://jurnal.ittc.web.id/index.php/jebd/article/download/5318/4813","source":{"id":"https://openalex.org/S5407044345","display_name":"Jurnal Ekonomi dan Bisnis Digital","issn_l":"3025-6429","issn":["3025-6429"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Jurnal Ekonomi dan Bisnis Digital","raw_type":"journal-article"},"sustainable_development_goals":[{"display_name":"Quality education","id":"https://metadata.un.org/sdg/4","score":0.5}],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7225617280.pdf","grobid_xml":"https://content.openalex.org/works/W7225617280.grobid-xml"},"referenced_works_count":11,"referenced_works":["https://openalex.org/W3152016555","https://openalex.org/W4398236870","https://openalex.org/W4399971769","https://openalex.org/W7125708319","https://openalex.org/W7164810628","https://openalex.org/W7165744442","https://openalex.org/W7166431814","https://openalex.org/W7169534108","https://openalex.org/W7202119982","https://openalex.org/W7202136919","https://openalex.org/W7217965332"],"related_works":["https://openalex.org/W7204264281","https://openalex.org/W7131791060","https://openalex.org/W4409403643","https://openalex.org/W3152016555","https://openalex.org/W4406466687","https://openalex.org/W4320064551","https://openalex.org/W7203945577","https://openalex.org/W7221159516","https://openalex.org/W3187454089","https://openalex.org/W4414862037"],"abstract_inverted_index":{"Digital":[0],"marketing":[1,61,77,128],"provides":[2],"fashion":[3,127],"brands":[4],"with":[5,36,84],"opportunities":[6],"to":[7,126],"develop":[8],"meaningful":[9],"consumer":[10],"interactions.":[11],"This":[12],"study":[13],"examines":[14],"the":[15,108,133,139],"relationships":[16],"between":[17],"social":[18],"media":[19,60],"marketing,":[20,22],"video":[21,76],"and":[23,49,81,104],"customer":[24,85,111],"engagement":[25,86,112],"among":[26],"Pamulang":[27],"University":[28],"students.":[29,131],"A":[30],"quantitative":[31],"survey":[32],"approach":[33],"was":[34],"employed,":[35],"questionnaire":[37,137],"responses":[38],"analyzed":[39],"through":[40],"multiple":[41],"linear":[42],"regression,":[43],"partial":[44],"t-tests,":[45],"an":[46],"overall":[47],"F-test,":[48],"determination":[50],"coefficients.":[51],"The":[52,93,116],"statistical":[53,145],"output":[54],"reports":[55],"71":[56],"valid":[57],"observations.":[58],"Social":[59],"shows":[62],"a":[63,79],"negative":[64],"but":[65],"statistically":[66],"non-significant":[67],"coefficient":[68],"(B":[69,87],"=":[70,73,88,99,114],"\u22120.116;":[71],"p":[72,90,101],"0.052),":[74],"whereas":[75],"has":[78],"positive":[80],"significant":[82,97],"association":[83],"0.439;":[89],"<":[91,102],"0.001).":[92],"joint":[94],"model":[95],"is":[96,123],"(F":[98],"39.660;":[100],"0.001)":[103],"explains":[105],"53.8%":[106],"of":[107],"variation":[109],"in":[110],"(R\u00b2":[113],"0.538).":[115],"results":[117],"suggest":[118],"that":[119],"engaging":[120],"audiovisual":[121],"content":[122],"particularly":[124],"relevant":[125],"aimed":[129],"at":[130],"Since":[132],"research":[134],"uses":[135],"observational":[136],"data,":[138],"findings":[140],"should":[141],"be":[142],"interpreted":[143],"as":[144],"associations":[146],"rather":[147],"than":[148],"conclusive":[149],"causal":[150],"effects.":[151]},"counts_by_year":[],"updated_date":"2026-11-11T12:16:26.678958","created_date":"2026-11-10T00:00:00"}
