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; Bianka Andriyani

doi:10.55927/marcopolo.v1i7.5632

Authors

Ruth Yulia Pangesti STIE YKPN Yogyakarta
Bianka Andriyani STIE YKPN Yogyakarta

DOI:

https://doi.org/10.55927/marcopolo.v1i7.5632

Keywords:

Family Firm Image, Brand Authenticity, Consumer-Company Identification, Social Media Engagement

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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