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The Power of Community Marketing: How Brands Are Building Loyal Audiences

Alvin Lesmana Universitas Widya Dharma Pontianak DOI: https://doi.org/10.37034/infeb.v7i2.1133 Keywords: Community Marketing, Audience Loyalty, Brand Trust, Customer Engagement, Digital Branding Abstract This study investigates the impact of community marketing on audience loyalty, focusing on the mediating roles of brand trust and customer engagement. Utilizing a quantitative research design, data were collected through an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that community marketing has a significant direct effect on audience loyalty, while also exerting indirect influence through brand trust and customer engagement. Both mediators were found to significantly strengthen the relationship between community marketing and audience loyalty, with customer engagement showing a particularly strong mediating effect. 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DOI: https://doi.org/10.1177/002224299405800302 .	Download Published 2025-06-22 Issue Vol. 7, No. 2 (June 2025) Section Articles How to Cite Lesmana, A. (2025). The Power of Community Marketing: How Brands Are Building Loyal Audiences. Jurnal Informatika Ekonomi Bisnis, 7(2), 251-256. https://doi.org/10.37034/infeb.v7i2.1133 ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX This work is licensed under a Creative Commons Attribution 4.0 International License.

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