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All Journal Jurnal STEI Ekonomi Jurnal Riset Manajemen dan Bisnis
Dean Salomo Anthonino Kumenaung
Business Creation Program, Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Unpacking the roles of social media, self awareness, and social influence in shaping perceived value among Generation Z Nia Septiana; Dean Salomo Anthonino Kumenaung; Faris Faruqi; Hendryadi Hendryadi
Jurnal Riset Manajemen dan Bisnis Vol. 10 No. 2 (2025)
Publisher : Lembaga Pengembangan Manajemen dan Publikasi Imperium

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36407/jrmb.v10i2.1192

Abstract

The environmental impact of fast fashion has increased interest in sustainable alternatives, particularly among Generation Z, a key consumer group for eco-friendly fashion. This study explores how Social Media, Self-awareness, and Social Influence affect the perceived value of sustainable fashion for Generation Z in Indonesia. Using a structured questionnaire with 190 respondents, data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that Social Media has the strongest positive influence on Perceived Value, indicating its critical role in shaping evaluations of sustainable fashion. Self-awareness also positively correlates with Perceived Value, suggesting that more self-aware consumers better recognize the benefits of sustainable fashion. Conversely, Social Influence has a positive but non-significant relationship with Perceived Value, indicating that peer influence alone may not adequately shape deeper perceptions without direct experience or detailed product information
Brand attachment in mediating of customer experience, hedonic value, and personalized experience on customer retention Salma Fitri; Dean Salomo Anthonino Kumenaung
Jurnal STEI Ekonomi Vol. 34 No. 2 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36406/jemi.v34i2.328

Abstract

This study explores the influence of customer experience, hedonic value, and personalized experience on customer retention, with brand attachment as a mediating variable among skincare consumers. Amid the highly competitive skincare market in Indonesia, the research emphasizes the importance of cultivating meaningful experiences and personal connections to sustain loyalty. A survey-based quantitative approach and structural equation modeling were employed to test the hypothesized relationships. The findings reveal that customer experience, hedonic value, and personalized experience significantly enhance brand attachment, which in turn fosters stronger retention. These results highlight the pivotal role of emotional bonds in driving consumer loyalty. The study contributes to the marketing literature by integrating experiential and psychological factors into retention models. It offers practical insights for skincare firms to develop strategies that reinforce brand attachment and encourage long-term customer commitment.
Co-Authors Faruqi, Faris Hendryadi Hendryadi Nia Septiana Salma Fitri