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All Journal Jurnal Pendidikan Ekonomi Undiksha Jurnal Statistika Universitas Muhammadiyah Semarang Jurnal Sains dan Teknologi Jurnal Pendidikan Indonesia WARTA Binus Business Review Jurnal Matematika Sains dan Teknologi BAREKENG: Jurnal Ilmu Matematika dan Terapan IRJE (Indonesian Research Journal in Education) WIDYABHAKTI Jurnal Ilmiah Populer Journal of Educational Research and Evaluation International Journal of Natural Science and Engineering Jurdimas (Jurnal Pengabdian Kepada Masyarakat) Royal Surya Abdimas Jurnal Ilmu Manajemen dan Akuntansi Terapan Jurnal Varian Jurnal Pengabdian kepada Masyarakat Journal of Innovation Research and Knowledge
Gede Suwardika
Universitas Terbuka
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Physics Public Health Social Sciences Transportation Other

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Journal : Jurnal Ilmu Manajemen dan Akuntansi Terapan

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Pengaruh Self-Brand Image Congruity Terhadap Customer Brand Engagement Di Mediasi Oleh Brand-Relationship Quality : (Studi Kasus Smartphone Xiaomi) Komang Tri Werthi; Gede Suwardika; Sri Wahyuni. M
Jurnal Ilmu Manajemen dan Akuntansi Terapan (JIMAT) Vol. 15 No. 1 (2024): Jurnal Ilmu Manajemen dan Akuntansi Terapan (JIMAT)
Publisher : Sekolah Tinggi Ilmu Ekonomi Totalwin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36694/jimat.v15i1.750

Abstract

This study aims to analyze the effect of self-brand image congruity on customer- brand engagement mediated by brand-relationship quality as an intervening variable in the Xioami smartphone case study. The dependent variable analyzed in this study is customer-brand engagement. The independent variable analyzed in this study is self- brand image congruity. The samples used in this study were Xioami smartphone users consisting of 100 respondents. Sampling was carried out using the accidental sampling method, which is an accidental sampling method by taking cases or respondents who happened to be available or available somewhere according to the research context. This study uses the Structural Equation Modeling (SEM) analysis method. The results of this study indicate that self-brand image congruity has a positive and significant effect on brand-relationship quality. Brand-relationship quality has a positive and significant effect on customer-brand engagement. Self-brand image congruity has no positive and significant effect on customer-brand engagement. The other results of this study are that self-brand image congruity has a positive and significant effect on customer-brand engagement through brand-relationship quality as an intervening variable.
Co-Authors Agus Tatang Sopandi Agus Tatang Sopandi Agus Tatang Sopandi Agus Tatang Sopandi Agus Tatang Sopandi Agus Tatang Sopandi Dhimas Setyo Nugroho Dian Rahmani Putri Ersi Sisdianto Hariati Sawitri, Hendrin Hariati Sawitri, Hendrin Hendayanti, Ni Putu Nanik Heri Kuswanto I Gede Agus Astapa I Gede Darsana I Gede Nika Wirawan I Gede Suardika I Ketut Putu Suniantara I Ketut Putu Suniantara I Made Agus Wirahadi Putra I Made Ari Santosa I Made Ari Santosa I Made Hendra M. Pramayasa I MADE RUDITA I Made Rudita I Nyn Suraja Antarajaya I Putu Oktap Indrawan I Wayan Widana Irhamah - Joko Santoso Kadek Masakazu Kadek Masakazu Kadek Masakazu Kadek Masakazu Kadek Masakazu Komang Tri Werthi Lilis Yuningsih LUH PUTU SAFITRI PRATIWI Masakazu, Kadek Masakazu, Kadek Masakazu Ni Nyoman Supuwiningsih Nia Erlina Putra, I Gede Eka Wiantara Putu Oktap Indrawan Putu Oktap Indrawan Rahmani Putri, Dian Siti Soraya Sopandi , Agus Tatang Sopandi, Agus Tatang Sri Wahyuni. M Suniantara, I Ketut Putu T.M. Kusuma Wijaya, I Gusti Ngurah Satria