Jakman

Article Details

Vol. 7 No. 2 (2026): Maret

Articles

Perceived Value, Influencer Advertising, and Engagement for Enhanced Customer Loyalty and Advocacy

T Teguh Maianto S Sukesi Sukesi L Liosten RR.Ully Tampubolon A Aminullah Assagaf S Slamet Ryadi
12 March 2026 Vol. 7 No. 2 (2026): Maret https://doi.org/10.35912/jakman.v7i2.5463
Abstract

Purpose: This study examines how influencer marketing and customer engagement enhance loyalty and advocacy, with perceived value as a key mediator, to clarify the mechanisms behind these effects in a competitive digital landscape.

Methodology: Using a quantitative survey of active online consumers, this study applied Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the direct effects of influencer-based advertising and customer engagement on perceived value, loyalty, and advocacy, as well as the mediating role of perceived value.

Results: The findings demonstrate that both influencer-based advertising (? = 0.452, p < 0.001) and customer engagement (? = 0.384, p < 0.001) significantly boost perceived value. In turn, perceived value significantly mediates the impact of these antecedents on customer loyalty and advocacy, highlighting its critical intermediary role. Notably, while influencer marketing and engagement exert strong direct effects on loyalty, only customer engagement, and not influencer marketing, directly influences advocacy.

Conclusions: Influencer-based advertising and customer engagement increase perceived value, strengthening loyalty and advocacy; however, only customer engagement directly influences advocacy.

Limitations: This study's cross-sectional methodology records data at only one particular moment, making it more difficult to identify changes over time and to draw conclusions about causal linkages.

Contributions: This research contributes to marketing theory and practice by pinpointing perceived value as the essential conduit linking marketing stimuli to lasting customer behaviors. It offers empirical evidence that both influencer strategies and engagement foster loyalty and advocacy principally by enhancing perceived value.

Keywords: Customer Engagement Customer Loyalty Customer Advocacy Influencer-Based Advertising Perceived Value
How to Cite
“
Maianto, T., Sukesi, S., Tampubolon, L. R., Assagaf, A., & Ryadi, S. (2026). Perceived Value, Influencer Advertising, and Engagement for Enhanced Customer Loyalty and Advocacy. Jurnal Akuntansi, Keuangan, Dan Manajemen, 7(2), 317–333. https://doi.org/10.35912/jakman.v7i2.5463
Endnote/Zotero/Mendeley (RIS) BibTeX
References
  1. References
  2. Bansal, R., & Arya, P. B. (2015). Exploring Customer Engagement-A Review of Literature. International Journal of Knowledge and Research in Management & E-Commerce, 5(3), 8-10.
  3. Blut, M., Chaney, D., Lunardo, R., Mencarelli, R., & Grewal, D. (2024). Customer perceived value: a comprehensive meta-analysis. Journal of Service Research, 27(4), 501-524. doi:https://doi.org/10.1177/10946705231222295
  4. Cheah, C. W., Koay, K. Y., & Lim, W. M. (2024). Social media influencer over-endorsement: Implications from a moderated-mediation analysis. Journal of Retailing and Consumer Services, 79, 103831. doi:https://doi.org/10.1016/j.jretconser.2024.103831
  5. Cuong, D. T. (2020). The impact of brand credibility and perceived value on customer satisfaction and purchase intention at fashion market. Power, 12(3), 691-700. doi:https://doi.org/10.5373/jardcs/v12sp3/20201308
  6. Dzreke, S. S., & Dzreke, S. (2025). The influencer equity equation: Analyzing influencer marketing’s effect on brand equity via the perspectives of authenticity, credibility, and engagement. International Journal For Multidisciplinary Research, 7(3), 1-23. doi:https://doi.org/10.36948/ijfmr.2025.v07i03.48683
  7. Fadhil, M., & Hati, S. R. H. (2025). Multigroup Analysis of E-Service Quality, Satisfaction, and Loyalty in E-Grocery Services. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(3), 797-814. doi:https://doi.org/10.35912/jakman.v6i3.4456
  8. Fikri, M. (2025). Social Media Influencers And Brand Loyalty: Analyzing The Dynamics Of Trust And Consumer Decision-Making. Management Studies and Business Journal (PRODUCTIVITY), 2(2), 2104-2119. doi:https://doi.org/10.62207/6gsxpq40
  9. Filali?Boissy, D., Jouny?Rivier, E., & Perren, R. (2025). Co?Creating Content With Brands: Insights From Influencers' Perceptions. Journal of Consumer Behaviour, 24(3), 1039-1060. doi:https://doi.org/10.1002/cb.2456
  10. Filieri, R., Acikgoz, F., Li, C., & Alguezaui, S. (2023). Influencers'“organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty. Psychology & Marketing, 40(2), 347-364. doi:https://doi.org/10.1002/mar.21760
  11. Gan, X. (2024). The role of influencer marketing in consumer loyalty development. Advances in Economics, Management and Political Sciences, 114(1), 62-69. doi:https://doi.org/10.54254/2754-1169/114/2024BJ0157
  12. Gusman, F. A., & Dwita, V. (2025). Pengaruh Kepercayaan Dan Kepuasan Terhadap Loyalitas Pelanggan Linkaja Pada Generasi Milenial Di Kota Padang Dengan Customer Engagement Sebagai Variabel Mediasi. COSTING : Journal of Economic, Bussines and Accounting, 8(3), 5386-5402. doi:https://doi.org/10.31539/7v99f346
  13. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165. doi:https://doi.org/10.1016/j.intmar.2013.12.002
  14. Iqbal, A., & Elahi, M. (2024). The impact of Perceived Value Determinants on Brand Loyalty: The moderating role Customer Trust. Journal of Social & Organizational Matters, 3(2), 527-542. doi:https://doi.org/10.56976/jsom.v3i2.114
  15. Julaeha, L. S. (2024). The role of content marketing in brand loyalty: An empirical analysis. Master Manajemen, 2(2), 117-132. doi:https://doi.org/10.59603/masman.v2i2.509
  16. Khasbulloh, A. H. K., & Suparna, G. (2022). Effect of perceived risk and perceived value on customer loyalty through customer satisfaction as intervening variables on bukalapak users. European Journal of Business and Management Research, 7(4), 22-28. doi:https://doi.org/10.24018/ejbmr.2022.7.4.1472
  17. Kuppelwieser, V. G., Klaus, P., Manthiou, A., & Hollebeek, L. D. (2022). The role of customer experience in the perceived value–word-of-mouth relationship. Journal of Services Marketing, 36(3), 364-378. doi:https://doi.org/10.1108/JSM-11-2020-0447
  18. Lestari, R. P., & Yuniarinto, A. (2024). Pengaruh Social Media Influencer Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi. Jurnal Manajemen Pemasaran dan Perilaku Konsumen, 3(1), 116-127. doi:https://doi.org/10.21776/jmppk.2024.03.1.12
  19. Libai, B., Rosario, A. B., Beichert, M., Donkers, B., Haenlein, M., Hofstetter, R., . . . Li, H. A. (2025). Influencer marketing unlocked: Understanding the value chains driving the creator economy. Journal of the Academy of Marketing Science, 53(1), 4-28. doi:https://doi.org/10.2139/ssrn.4972530
  20. Lim, W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148, 325-342. doi:https://doi.org/10.1016/j.jbusres.2022.04.068
  21. Miftah, A. (2023). Measuring the Impact of Influencer Campaigns on Customer Retention for Major Brands. Journal of Social Commerce, 3(2), 51-61. doi:https://doi.org/10.56209/jommerce.v3i2.120
  22. Migkos, S. P., Giannakopoulos, N. T., & Sakas, D. P. (2025). Impact of influencer marketing on consumer behavior and online shopping preferences. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 111. doi:https://doi.org/10.3390/jtaer20020111
  23. Mokhtaruddin, S. A., Khalid, N. R., & Azmi, M. R. M. (2023). The Influence of Social Media Marketing on Brand Loyalty. Paper presented at the Proceeding International Business and Economics Conference (Ibec).
  24. Nasrulloh, R. S., Rohim, A. N., & Idries, F. A. (2025). Analysis of the Influence of E-Wom on Repurchase Intention: the Mediating Role of Customer Loyalty and Satisfaction. Studi Akuntansi, Keuangan, dan Manajemen, 4(2), 339-353. doi:https://doi.org/10.35912/sakman.v4i2.3940
  25. Pan, M., Blut, M., Ghiassaleh, A., & Lee, Z. W. (2025). Influencer marketing effectiveness: A meta-analytic review. Journal of the Academy of Marketing Science, 53(1), 52-78. doi:https://doi.org/10.1007/s11747-024-01052-7
  26. Parekh, M. R. (2025). The Power of Micro-Influencers: Rethinking Digital Marketing ROI. Journal of Marketing & Social Research, 2, 129-136. doi: https://doi.org/10.61336/jmsr/25-08-13
  27. Piehler, R., Schade, M., Kleine-Kalmer, B., & Burmann, C. (2019). Consumers’ online brand-related activities (COBRAs) on SNS brand pages: An investigation of consuming, contributing and creating behaviours of SNS brand page followers. European journal of marketing, 53(9), 1833-1853. doi:https://doi.org/10.1108/EJM-10-2017-0722
  28. Quaye, E. S., Taoana, C., Abratt, R., & Anabila, P. (2022). Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust. Journal of Brand Management, 29(4), 363-382. doi:https://doi.org/10.1057/s41262-022-00276-8
  29. Rosi, F., & Ekasari, A. (2023). Factors that affect brand loyalty and customer advocacy: the moderating role of greenwashing. Journal of Social Research, 2(4), 1169-1186. doi:https://doi.org/10.55324/josr.v2i4.788
  30. Safare, R., Enamala, J., Kuppuswamy, D., V, M., & Baliji, L. (2025). Shaping Brand Perception: the Role of Influencer Marketing in Consumer Attitudes and Engagement. Academy of Marketing Studies Journal, 29(4), 1-9.
  31. Sankala, S. (2024). The impact of social media influencer marketing on consumer behavior and brand loyalty. Academy of Marketing Studies Journal, 28(2), 1-12.
  32. Sarmad, I., & Ali, R. (2023). How does customer advocacy influence brand loyalty? A serial mediation of brand relationship quality and brand trust. Pakistan Journal of Commerce and Social Sciences (PJCSS), 17(1), 191-213. doi:https://doi.org/10.64534/commer.2023.092
  33. Solekhah, A. A. A., & Marsasi, E. G. (2025). Optimizing Customer Engagement and Satisfaction on Loyalty through Self-Congruity Theory. Jurnal Manajemen Bisnis, 16(1), 19-46. doi:https://doi.org/10.18196/mb.v16i1.24576
  34. Sweeney, J., Payne, A., Frow, P., & Liu, D. (2020). Customer advocacy: A distinctive form of word of mouth. Journal of Service Research, 23(2), 139-155. doi:https://doi.org/10.1177/1094670519900541
  35. Tuti, M., & Sulistia, V. (2022). The customer engagement effect on customer satisfaction and brand trust and its impact on brand loyalty. Jurnal Manajemen Bisnis, 13(1), 1-15. doi:https://doi.org/10.18196/mb.v13i1.12518
  36. van Reijmersdal, E. A., Walet, M., & Gudmundsdóttir, A. (2024). Influencer marketing: explaining the effects of influencer self-presentation strategies on brand responses through source credibility. Marketing Intelligence & Planning, 42(7), 1214-1233. doi:https://doi.org/10.1108/MIP-03-2023-0125
  37. Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122-146. doi:https://doi.org/10.2753/MTP1069-6679200201
  38. Wang, T., & Lee, F.-Y. (2020). Examining customer engagement and brand intimacy in social media context. Journal of Retailing and Consumer Services, 54, 102035. doi:https://doi.org/10.1016/j.jretconser.2020.102035
  39. Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022). How live streaming changes shopping decisions in E-commerce: A study of live streaming commerce. Computer Supported Cooperative Work (CSCW), 31(4), 701-729. doi:https://doi.org/10.1007/s10606-022-09439-2
  40. Watanabe, E. A. d. M., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070-1184. doi:https://doi.org/10.1108/BFJ-05-2019-0363
  41. Xiaodan, C., & Suwandej, N. (2025). The role of customer engagement in enhancing repurchase intention and eWOM through technology-driven experiences: A stimulus-organism-response perspective of Xiaohongshu. Edelweiss Applied Science and Technology, 9(6), 2400-2423. doi:https://doi.org/10.55214/25768484.v9i6.8406
  42. Yulihapsari, I. U., Indrawan, R., Simarmata, J., & Zainal, M. (2025). The Role of E-Service Quality and Price Perception: Key to Increasing Loyalty through Consumer Satisfaction. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(2), 543-554. doi:https://doi.org/10.35912/jakman.v6i2.3941
  43. Yum, K., & Kim, J. (2024). The influence of perceived value, customer satisfaction, and trust on loyalty in entertainment platforms. Applied Sciences, 14(13), 5763. doi:https://doi.org/10.3390/app14135763
  44. Zuhri, S., Rozi, A. F., Sulistyowati, A., & Fauziyah, N. (2025). Pengaruh Penggunaan Influencer Marketing Terhadap Perilaku Pembelian Konsumen Dalam Era Digital. Multidisciplinary Indonesian Center Journal (MICJO), 2(1), 520-528. doi:https://doi.org/10.62567/micjo.v2i1.442
License & Copyright
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.