Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO)
Vol. 1 No. 7 (2023): August 2023

The Effect of Family Firm Image on Social Media Engagement Mediated by Brand Authenticity and Consumer-Company Identification (Case Study on Mamahke Jogja Company)

Ruth Yulia Pangesti (STIE YKPN Yogyakarta)
Bianka Andriyani (STIE YKPN Yogyakarta)



Article Info

Publish Date
16 Aug 2023

Abstract

Purpose: This study aims to determine whether the image of a family company at the Mamahke Jogja company affects social media engagement with brand authentication and consumer-company identification as mediating variables. Methods: The method used in this study is the Structural Equation Model (SEM) Data analysis: Test validity, reliability test, structural model test, hypothesis testing and mediation test Result and discussions: The results show that family firm image has a positive effect on brand authenticity, brand authenticity has a positive effect on consumer-company identification, consumer-company identification has a positive effect on social media engagement Conclusion: The conclusion is that a good family firm image can indirectly increase interactions made by consumers who follow the company's Instagram.

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Journal Info

Abbrev

marcopolo

Publisher

Subject

Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Education Social Sciences

Description

The Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO) is an open-access and peer-reviewed journal, published by Formosa Publisher, which is a platform for dissemination of research results from multidisciplinary research regarding education, business, religion, ...