DETERMINAN NILAI EKSPRESI DIRI MEREK TERHADAP MINAT BELI MELALUI BRAND LOVE
Abstract
Penelitian ini bertujuan untuk mengamati daya tarik merek Skechers, salah satu merek produk terkenal di Indonesia, dari konsumennya di Kota Bekasi. Makalah ini bersifat kuantitatif, korelasional, crosssectional, dan non-eksperimental; sampel probabilistik diterapkan pada sejumlah konsumen muda. Hasil Penelitian menunjukkan bahwa 1) secara parsial Satisfaction, WoM, Love dan komitmen tidak berpengaruh positif dan tidak signifikan terhadap purchase intention. 2) Brand Love sebagai variabel moderasi berpengaruh positif dan signifikan terhadap purchase intention. 3) variabel moderasi Brand Love tidak memiliki hubungan dengan satisfaction, WoM, Love dan Komitmen yang signifikan dalam mempengaruhi purchase intention, sehingga dapat disimpulkan brand love tidak bersifat memperkuat atau memperlemah (memoderasi) model minat beli produk skechers di Kota Bekasi.
Keywords
References
Álvarez, I., & Marín, R. (2020). Comercio electrónico y Redes de producción global. Ekonomiaz, 98. Retrieved from https://ideas.repec.org/a/ekz/eko-%0Anoz/2020312.html
Băhnăreanu, C. (2020). Th e economic impact of COVID-19 pandemic at the beginning of 2020. Strategic Impact, 75(2), 102-112.
Bairrada, C. M., Coelho, F., & Coelho, A. (2018). Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities. European Journal of Marketing, 52(3), 656–682. https://doi.org/https://doi.org/10.1108/EJM-02-2016-0081
Bairrada, C. M., Coelho, F., & Coelho, A. (2019). Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities. European Journal of Marketing, 65, 91–95.
Ganichev, N., & K., & O. (2021). Forcing the Digital Economy: How will the Structure of Digital Markets Change as a Result of the COVID-19 Pandemic. Studies on Russian Economic Development, 32(1), 11–22. Retrieved from https://doi.org/10.1134/%0AS1075700721010056
Guaña, E., Quitanoa, E., & M. (2017). Tendencias del uso de las tecnologías y conducta del consumidor tecnológico. Ciencias Holguín, (In Spanish)., 23(2), 1–17.
Hasibuan, A. N., Suharli, O., & Andriyanty, R. (2022). ANALISIS POSITIONING PEMETAAN MARKETPLACE BERDASARKAN PERSEPSI KONSUMEN DI JAKARTA SELATAN. JURNAL EKOBIS: EKONOMI, BISNIS & MANAJEMEN, 12(1), 33–56. Retrieved from http://ejournal.stiemj.ac.id/index.php/ekobis/article/view/446/351
Ivanova, N. (2020). Th e Future of Retail: Innovations and Basic Trends. Springer, 160, 157–163. Retrieved from https://doi.org/10.1007/978-3-
Nurdin, A., & Rambe, D. (2020). Perilaku Konsumen dalam Belanja Online Melalui Perspektif Gender. In Mediastima (Vol. 26).
Ogilvy, D. (2014). Ogilvy on Advertising (Vol. 35).
Palomino, A., Mendoza, C., & Oblitas, J. (2020). E-commerce y su importancia en épocas de COVID-19 en la zona norte del Perú. Revista Venezolana de Gerencia, 25(3), 253–266. Retrieved from https://doi.org/10.37960/rvg.v25i3.33367
Pantelimon, F., & Georgescu, T. (2020). Th e Impact of Mobile e-Commerce on GDP: A Comparative Analysis between Romania and Germany and how Covid-19 Infl uences the e-Commerce Activity Worldwide. Informatica Economică, 24(2), 27–41. Retrieved from https://doi.org/10.24818/issn14531305/24.2.2020.03
Putri, H., Santi, P., & Adriana, E. (2023). Pengaruh Self-Expressive Value of Brand terhadap Purchase Intention melalui Brand Love. 3(2).
Rahman, A., Test, S., Processes, H. D., Buka, T., & Logistik, J. (2023). Daftar pustaka. 33(2015), 115–123.
Rodríguez, K., Ortiz, O., Quiroz A., & Parrales, M. (2020). E-commerce y las Mipymes en tiempos de Covid-19. Espacios, 41(42).
Sandoval, W. A., dan Millwood, K. A. (2014). The quality of students’ use of evidence in written scientific explanations. Cognition and Instruction, 23–25.
Sismy, M. M., Nasution, A. A., & Syafii, I. (n.d.). Pengaruh Self Expressive Brand Terhadap Brand Accaptance Melalui Word Of Mouth. 160–173.
Sugiyono. (2015). Statistik untuk Penelitian. Bandung: Alfabeta.
Twedt, E., & Proffitt, D. R. (2020). Perception. (20 20), 68–73.
Universitas Gadjah Mada, 2023 | Diunduh dari http://etd.repository.ugm.ac.id/. (2023). (2015), 324–336. https://doi.org/10.1002/iub.400.Astuti
DOI: https://doi.org/10.32509/jmb.v4i1.3883
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Indexed by:
Recommended Tools :
Redaksi Jurnal Manajemen dan Bisnis
Fakultas Ekonomi dan Bisnis, Universitas Prof. Dr. Moestopo (Beragama)
JL. HANG LEKIR I No.8 JAKARTA 10270
Email: jmb@jrl.moestopo.ac.id