Peran cross platform posting dan customer engagement dalam membangun brand awareness ritel kecantikan lokal

Khoiroh, Nikmatul and Putri, Kartika Anggraeni Sudiono ORCID: https://orcid.org/0000-0002-5533-1769 (2026) Peran cross platform posting dan customer engagement dalam membangun brand awareness ritel kecantikan lokal. Manajerial: Jurnal Manajemen dan Sistem Informasi. ISSN 1412-6613

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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.

Item Type:	Journal Article
Keywords:	Cross Platform Posting, Customer Engagement, Brand Awareness, Social Media
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150504 Marketing Measurement 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150599 Marketing not elsewhere classified 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Kartika Anggraeni Sudiono Putri
Date Deposited:	15 Jul 2026 08:50

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