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All Journal Jurnal Bisnis dan Ekonomi Jurnal Sinergi SEIKO : Journal of Management & Business Journal on Education Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Populer: Jurnal Penelitian Mahasiswa INJURITY: Journal of Interdisciplinary Studies Innovative: Journal Of Social Science Research Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah Santri : Jurnal Ekonomi dan Keuangan Islam Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah JER Indonesian Journal of Economics, Business, Accounting, and Management
Muchsin Muthohar
Universitas Islam Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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The Influence of Social Media Marketing on Purchase Intention and Brand Loyalty (Study on the Batik Fashion Customer in Pekalongan) Hera Hayuda Pradani; Muchsin Muthohar
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6190

Abstract

This study examines the effect of brand trust, brand community, brand awareness, interaction, and emotional attachment on purchase intention and brand loyalty in the batik fashion industry in Pekalongan city. This study uses the purposive sampling technique. The primary data were collected from 240 respondents. This research uses Structural Equation Modeling (SEM) with SmartPLS software version 3.2.9 as a statistical analysis technique. The data analysis results indicate that brand trust, interaction, and emotional attachment positively and significantly influence purchase intention. In addition, purchase intention positively and significantly affects brand loyalty. However, brand community and brand awareness did not affect purchase intention.
Co-Authors Alvianto Putra Ardiansyah Amin Ramadhan Triatmaja Ashari, Salma Putri Azeem Athallah Malik Hera Hayuda Pradani Ichsan Rizal Iman Setiahutama, Hanung Josrizaul Afandi Makadina, Frendy Delba Muhammad Rifan Jungki Dausat Rafi Evan Adi Hartawan Rama Rama Reynaldo bimantaka Rudianto, Muhammad Wildan Yuha Asa Shelvina Putri Danisa