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Gesit Thabrani
Universitas Negri Padang
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Effect of Brand Experience on Brand Loyalty: The Mediating Role of Brand Satisfaction, Brand Trust, and Brand Commitment Rizaldi, Novia; Thabrani, Gesit
Jurnal Economic Resource Vol. 8 No. 2 (2025): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i2.1693

Abstract

This study investigates the influence of brand experience on brand loyalty, with brand satisfaction, brand trust, and brand commitment serving as mediating variables. Focusing on users of Maxim, an online transportation service provider in Padang City, Indonesia, this research aims to explore how brand experience shapes customer loyalty both directly and indirectly. The study employed a convenience sampling method and collected data from 180 respondents. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with the assistance of SmartPLS version 4.1.1.4. The results indicate that brand experience has a significant positive impact on brand satisfaction, trust, and commitment. Moreover, brand experience has a direct influence on brand loyalty. The findings also show that brand satisfaction and brand trust significantly mediate the relationship between brand experience and brand loyalty, while brand commitment does not exhibit a significant mediating role. These results offer practical implications for transportation service providers, such as Maxim, highlighting the importance of enhancing customer experience to strengthen satisfaction and trust. Theoretically, the study contributes to the literature on consumer behavior by validating the mediating roles of satisfaction and trust and identifying the limited impact of brand commitment in this service context.
Repurchase Intention at Miniso: The Impact of Price and Appearance Perception with Brand Experience Mediation Rahmadini, Shelsy Sri; Thabrani, Gesit
Jurnal Economic Resource Vol. 8 No. 2 (2025): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i2.1694

Abstract

A key issue for businesses today is maintaining and enhancing consumers’ intentions to repurchase. As a result, repurchase intention has become a critical topic of study. This research examines the impact of price perception and appearance perception on repurchase intention, with brand experience acting as a mediating variable, using Miniso in Padang City as the research context. Data were collected using a convenience sampling technique through an online questionnaire distributed via Google Forms, yielding 180 valid responses. The data analysis was performed with Smart PLS version 4.0. The results indicate that perceptions of price, product appearance, and brand experience each have a significant influence on consumers' repurchase intentions. Furthermore, brand experience plays a mediating role in the relationships between both price and appearance perception and repurchase intention. The findings of this study support consumer behavior theory, highlighting that consumers’ evaluations of price and product appearance affect their repurchase decisions, which are further strengthened by their brand experience.
The Influence of Economic Value, Perceived Ease of Use, Social Influence, Company Reputation, Features and Rewards on The Intention to Use the OLLIN Application Budisetiawati, Ardiva; Thabrani, Gesit
Jurnal Economic Resource Vol. 8 No. 2 (2025): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i2.1749

Abstract

This study examines the influence of economic value, perceived ease of use, social influence, company reputation, features, and rewards on the intention to use the OLLIN application by Bank Nagari among Generation Y and Z in Padang City. A quantitative approach was employed, utilizing purposive sampling of 176 respondents, and the data were analyzed using Partial Least Squares and SmartPLS 4.0. The findings indicate that several variables have a significant positive influence on the intention to use the app, namely economic value, company reputation, and awards. These results suggest that Bank Nagari should focus on enhancing economic value, ease of use, reputation, and innovative features to increase app adoption among younger generations. This study provides practical implications for Bank Nagari, which aims to attract the attention and increase the loyalty of Generation Y and Z users in Padang City, while strengthening its competitive position in the growing digital banking industry.
Co-Authors Abror Abror Alizar Hasan Aminuyati Annisa Wahyuni Aulia, Della Aulia, Deta Azmi, Nia Lailatul Budisetiawati, Ardiva Chairil, Arsala Bilhuda Deta Aulia EDI SAPUTRA Elfani, Riyeni Dwi Erly Mulyani Erni Masdupi Esa Rahmadona Fadel Hussen Fanny Septia Warga Negara Firman Fifrman Firman Firman Firman Firman Gilang Fernanda Habby Burahman Hidayah, Rahmat Husnil Khatimah Iis Azelya Lisa Rahmi Melly Pefi Lara Miftahul Khair Muthia Roza Linda, Muthia Roza Nismala Roza Nurhad Nurhad Nurul Hidayat Nurul Hidayat Perengki Susanto Rafika Hayati Rahmadini, Shelsy Sri Rahmi, Lisa Rahmiati Rahmiati Rahmiati Rahmiati Rahmiati Rahmiati Rahyuni Chania Ratih Ramadini Ratih Wijaya Isardi Ravelby, Thesa Alif Renita Dewiva Ridwan Ridwan Rifa Herdianti Riza Yonita Rizaldi, Novia RR. Ella Evrita Hestiandari Satar, Gustina Silvia Netsyah Suhery, Suhery Susi Evanita Tahany Bisyarah Ra’fat Tanjung, Yati Oktapia TATI NURHAYATI Thaib, Ilham Tri Tata Wilia Vera Pujani Violeta, Vega Pamela Wirma, Rizky Weindra Yati Oktapia Tanjung