Melola Discovery

← Melola Discovery

Akses terbuka Jurnal

Digital Branding on Instagram and TikTok Driving Engagement for Cardboard Box Products

APTISI Transactions on Management (ATM) · Vol. 9 No. 3 (2025) · hlm. 232–243

DOI
10.33050/atm.v9i3.2511
ISSN
2622-6804, 2622-6812
Terbit
2025-09-22
Penerbit
Pandawan
Bahasa
en
Lisensi
creativecommons.org/licenses/by-sa/4.0

Abstrak

This study examines how digital branding on Instagram and TikTok, digital pro- motion, and product quality shape customer engagement and purchase intention in the packaging sector, using nuansa box indonesia Indonesia as the focal case. Gap research predominantly explores fashion, cosmetics, and F&B industries, leaving limited evidence on B2B/B2C packaging where products are often per- ceived as merely functional. We provide an in-depth case of a packaging brand and model the mediating role of customer engagement between digital strat- egy (branding, promotion) and purchase intention, estimated via PLS-SEM. The measurement model is robust (all loadings > 0.70; AVE > 0.50; Cronbach’s Alpha and Composite Reliability > 0.70). The structural model shows substan- tial explanatory power for purchase intention (R2 = 0.748). Product Quality is the strongest driver of Purchase Intention (β = 0.401), while Customer Engage- ment positively influences Purchase Intention (β = 0.288) and is significantly driven by Digital Branding (β = 0.489) and Digital Promotion (β = 0.375). The direct path from Digital Promotion to Purchase Intention is not significant (p = 0.060). Results indicate that compelling digital branding cultivates en- gagement that converts to purchase intention, but promotion alone is insufficient without strong product fundamentals. Managerially, firms should prioritize con- sistent, aesthetic branding to build engagement, leverage targeted promotions to activate trials, and sustain investment in product excellence as the ultimate lever of conversion and loyalty.

Kata kunci

Jaringan kolaborasi para penulis

40 penulis · 117 tautan kepenulisan bersama · 1 lintas organisasi · menampilkan 40 yang paling banyak terhubung

Arahkan kursor atau ketuk sebuah nama untuk menyorot rekan penulisnya. Klik dua kali untuk membuka halaman penulis.

  • Universitas Raharja
  • Universitas Catur Insan Cendekia Cirebon
  • Tadulako University
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Tatik MariyantiAfiliasi tidak diketahui2
Chandra LukitaUniversitas Catur Insan Cendekia Cirebon2
Agung RizkyAfiliasi tidak diketahui2
BimantoroAfiliasi tidak diketahui2
Po Abas SunaryaAfiliasi tidak diketahui2
Adam FaturahmanAfiliasi tidak diketahui2
Rasyid TarmiziAfiliasi tidak diketahui2
Untung RahardjaAfiliasi tidak diketahui2
Ninda LutfianiUniversitas Raharja2
Marviola HardiniAfiliasi tidak diketahui1
Dewi ImmaniarAfiliasi tidak diketahui1
Dedeh SupriyantiAfiliasi tidak diketahui1
Nur AzizahAfiliasi tidak diketahui1
Wahyuningsih WahyuningsihTadulako University1
Tarisya RamadhanAfiliasi tidak diketahui1
Fifin AlfianaAfiliasi tidak diketahui1
Nimatul KhofifahAfiliasi tidak diketahui1
Nadia Nur AzizahAfiliasi tidak diketahui1
Nova RamadhonaAfiliasi tidak diketahui1
Nuke Puji Lestari SantosoUniversitas Raharja1
Nuraini Diah NoviatiAfiliasi tidak diketahui1
Fengki Eka PutraAfiliasi tidak diketahui1
Sadan SadanAfiliasi tidak diketahui1
Ridhuan AhsanitaqwimAfiliasi tidak diketahui1
Susy Alestriani SibagariangAfiliasi tidak diketahui1
Anthony RodriguezAfiliasi tidak diketahui1
Yusrawati. .Afiliasi tidak diketahui1
ALIYAHAfiliasi tidak diketahui1
Greian April PangilinanAfiliasi tidak diketahui1
Dimas Bagus SaputraAfiliasi tidak diketahui1
Mochamad Heru Riza ChakimAfiliasi tidak diketahui1
Vertika AgarwalAfiliasi tidak diketahui1
Muhammad AfifAfiliasi tidak diketahui1
VictoriandaAfiliasi tidak diketahui1
Chris PartogiAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://ijc.ilearning.co/ATM/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">Digital Branding on Instagram and TikTok Driving Engagement for Cardboard Box Products</dc:title>
	<dc:creator xml:lang="en">Mochamad Heru Riza Chakim </dc:creator>
	<dc:creator xml:lang="en">Mulyati</dc:creator>
	<dc:creator xml:lang="en">Septiani, Nanda</dc:creator>
	<dc:creator xml:lang="en">Nasution, Erni Juliana Al Hasanah</dc:creator>
	<dc:creator xml:lang="en">Perez, Carlos</dc:creator>
	<dc:creator xml:lang="id">Septiani, Nanda</dc:creator>
	<dc:subject xml:lang="en">Digital Branding</dc:subject>
	<dc:subject xml:lang="en">Customer Engagement</dc:subject>
	<dc:subject xml:lang="en">Purchase Intention</dc:subject>
	<dc:subject xml:lang="en">Product Quality</dc:subject>
	<dc:subject xml:lang="en">Packaging Industry</dc:subject>
	<dc:description xml:lang="en">This study examines how digital branding on Instagram and TikTok, digital pro- motion, and product quality shape customer engagement and purchase intention in the packaging sector, using nuansa box indonesia Indonesia as the focal case. Gap research predominantly explores fashion, cosmetics, and F&amp;amp;B industries, leaving limited evidence on B2B/B2C packaging where products are often per- ceived as merely functional. We provide an in-depth case of a packaging brand and model the mediating role of customer engagement between digital strat- egy (branding, promotion) and purchase intention, estimated via PLS-SEM. The measurement model is robust (all loadings &amp;gt; 0.70; AVE &amp;gt; 0.50; Cronbach’s Alpha and Composite Reliability &amp;gt; 0.70). The structural model shows substan- tial explanatory power for purchase intention (R2 = 0.748). Product Quality is the strongest driver of Purchase Intention (β = 0.401), while Customer Engage- ment positively influences Purchase Intention (β = 0.288) and is significantly driven by Digital Branding (β = 0.489) and Digital Promotion (β = 0.375). The direct path from Digital Promotion to Purchase Intention is not significant (p = 0.060). Results indicate that compelling digital branding cultivates en- gagement that converts to purchase intention, but promotion alone is insufficient without strong product fundamentals. Managerially, firms should prioritize con- sistent, aesthetic branding to build engagement, leverage targeted promotions to activate trials, and sustain investment in product excellence as the ultimate lever of conversion and loyalty.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2025-09-22</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ijc.ilearning.co/ATM/article/view/2511</dc:identifier>
	<dc:identifier>10.33050/atm.v9i3.2511</dc:identifier>
	<dc:source xml:lang="en">APTISI Transactions on Management (ATM); Vol. 9 No. 3 (2025): September; 232–243</dc:source>
	<dc:source xml:lang="id">APTISI Transactions on Management (ATM); Vol 9 No 3 (2025): September; 232–243</dc:source>
	<dc:source>2622-6804</dc:source>
	<dc:source>2622-6812</dc:source>
	<dc:source>10.33050/atm.v10i3</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://ijc.ilearning.co/ATM/article/view/2511/909</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Mochamad Heru Riza Chakim , Mulyati, Nanda Septiani, Erni Juliana Al Hasanah Nasution, Carlos Perez (Authors)</dc:rights>
	<dc:rights xml:lang="en">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>