DETERMINAN DAN OUTCOME BRAND ENGAGEMENT IN SELF-CONCEPT (BESC) PRODUK SEPATU LOKAL INDONESIA

  • Whinarko Whinarko Universitas Trisakti

Abstract

Tujuan - Menganalisis proses keterlibatan konsumen pada merek sepatu lokal, berfokus pada variabel pendorong utama dari brand engagement in self-concept (brand Image, value co-creation, social media marketing activities, brand self-connection), brand engagement in self-concept, dan brand experience terhadap peningkatan positive word-of-mouth dan brand loyalty. Metodologi - Menggunakan pengujian hipotesis dan analisis data menggunakan AMOS dengan permodelan structural equation modeling (SEM). Pada penelitian ini menggunakan 255 responden pengguna produk sepatu merek lokal. Hasil temuan mengungkapkan kedua variabel pendorong utama (brand self-connection dan brand image ) berpengaruh positif terhadap brand engagement in self-concept yang kemudian berpengaruh terhadap brand experience. Brand experience menunjukkan pengaruh terhadap brand loyalty dan positive word-of-mouth dan kemudian brand loyalty juga menunjukkan pengaruh yang kuat terhadap positive word-of-mouth

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Published
2022-12-08
How to Cite
Whinarko, W. (2022). DETERMINAN DAN OUTCOME BRAND ENGAGEMENT IN SELF-CONCEPT (BESC) PRODUK SEPATU LOKAL INDONESIA. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 6(3), 1767-1790. https://doi.org/10.31955/mea.v6i3.2526