Digital transformation in MSMEs: The role of social media marketing and brand resonance value in increasing the repurchase intention of digital food platform customers

Abstract

Advancements in social media marketing have fundamentally transformed how companies engage with consumers. However, its impact on customer repurchase intention, particularly through emotional brand connections, remains insufficiently explored. This study investigates the impact of social media marketing on repurchase intention by examining the mediating role of Brand Resonance Value. A quantitative method was used by distributing surveys to 230 users of digital food platforms in Makassar. Data were analyzed using Structural Equation Modeling (SEM) to assess the relationships among social media marketing, Brand Resonance Value, and repurchase intention. The findings indicate that social media marketing significantly enhances both Brand Resonance Value and customers' intention to repurchase. Furthermore, Brand Resonance Value serves as a critical mediating factor that links social media marketing efforts to customer loyalty. These results underscore the importance of businesses designing social media strategies that not only capture consumer attention but also foster deep emotional bonds with their brands. Strengthening Brand Resonance Value through digital engagement can thus play a pivotal role in sustaining long-term customer relationships and driving repeat purchases.

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