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Journal : Jurnal Simki Economic

Dampak Konsep Diri dan Identifikasi Komunal terhadap Loyalitas Merek GoPay pada Muslimah di Surakarta: Peran Mediasi Engagement dan Self-Brand Connection Cahyono, Pipit Dwi; Isa, Muzakar
Jurnal Simki Economic Vol 8 No 1 (2025): Volume 8 Nomor 1 Tahun 2025
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v8i1.957

Abstract

This study aims to examine the direct effect of self-concept involvement and communal focus in creating and increasing brand loyalty in the GoPay transaction service company by testing the mediating influence of CEB and SBC. This study uses self-congruity theory to provide a psychological perspective for SBC. Quantitative approach using surveys to predict the relationship between variables. Participants in this study were selected using purposive sampling technique based on certain criteria such as Muslim women in Surakarta and using GoPay services with a total of 200 respondents. Data were analyzed using Structural Equation Modeling (SEM) and SmartPLS. The main findings show that self-concept generates loyalty through the mediation of SBC and CEB. In addition, the communal focus variable mediated by SBC and CEB also has a significant effect on loyalty. Since self-concept and communal focus are significantly related to loyalty, it is important for brands to conduct market research and support a brand community.
Co-Authors A.A. Ketut Agung Cahyawan W AA Sudharmawan, AA Abi Muhlisin Abilawa, Mahendra Abu Bakar Akbar Aditya Rahayu Adji, Iwan Setiawan Afifah, Sarah Dila Nur Aflit Nuryulia Praswati Aflit Nuryulia Praswati Aflit Nuryulia Praswatia Agung Riyardi Agus Suwondo Agus Suwondo Agus Wahyudi Agus Wahyudi Agustin, Aming Putri Ahmad Mardalis, Ahmad Ahmada Auliya Rahman Aimanisa Aulia Putri Al-Kubro, Putri Balqis Alfia Magfirona Ali Zainal Abidin Aliffa Sandy Amir, Rafiq Arkana Amiroh Luthfiyah ‘Abidah Andiyani, Rhavida Anniza Anisa Ur Rahmah Anton Agus Setyawan Anwar, Rizqulla Zachary Aprilia Tri Cahyaningsih Apriliana, Mekar Icha Arief Aulia Fahmy Arief Budiman Arkana, Putut Tio Arum Desmawati Murni Mussalamah Arum Desmawati Murni Mussalamah, Arum Desmawati Arum Desmawati Murni Mussalamah, Arum Desmawati Murni Awal Prasetyo Ayuk Setiyawan ayuningrum, ananda puput Azahra, Fatimah Azkham, Fadilla Naswa Musallina Baihaqi, Muhamad Adzib Baskoro, Wisnu Burhannudin Ichsan Burhannudin Ichsan Cahyaningrum, Rina Asih Budi Cahyaningsih, Aprilia Tri Cahyono, Pipit Dwi Candra Kusuma Wardana Choirul Amin Della Ariska Deviana Denisa Yuniar Nugraheni Deviana, Della Ariska Devis, Chinta Alifia Dewi, Viriani Noviasari Dian Hudiyawati Dimas Ria Angga Pribadi Diska Dwi Yunanza Dyah Putri Mahasari Edy Purwo Saputro Eka Pratiwi, Astina Eka Risky Widyawati Elviana, Rahma Em Sutrisna Emi Erawati Erliyanto, Muhammad Alberta Evi Kurnia Sari Fahd, Mohammed Fajar Istikhomah Falasifatul Falah Farhan Hamzah, Muhammad Farid Adi Prasetya Fathurrahman, Yanuar Ihza Fatimah Azahra Fauziah Ar Rahmah Fauziya, Rafida Aviola Hana Firyal Nuzulul Fitri FX Sugiyanto Geraldy, Mochammad Hadi, Cahyono Handayani, Ponjaya Tri Hari Wujoso Helmia Khalifa Sina Herlambang Prima Yoga Herlambang Prima Yoga Hisan, Rumaisa Ihwan Susila Ikka Wijayanti Imronudin Imronudin Imronudin Imronudin Imronudin, Imronudin Indah Kurniawati Indah Kurniawati Indah Sri Astuti Indah Susilowati Irrawati, Mei Dian Istikomah, Robingatun Ita Nuryana Iwan Setiawan Adji Jati Waskito Karunia, Alya Fitri Dwi Kesha Dewi Nur Ramadani Kiki Widya Kirana Kirana, Kiki Widya Kumala, Paramita Dewi Kurniawan, Fery Indra Kusmiati Kusmiati Kusmiati Kusmiati Kussudyarsana Kusuma, Nabil Belantara Laudza, Naufal Lenny Puspita Dewi Lestari, Nila Kusuma Ayu Liana Mangifera Liana Mangifera Liana Mangifera Liana Mangifera Listyani, Syafira M. Farid Wajdi M. Farid Wajdi M. Farid Wajdi, M. Farid M. Sholahuddin M.Farid Wajdi, M.Farid Ma'ruf Ma'ruf Ma'ruf, Ma'ruf Mahasari, Dyah Putri Mahfud Nugroho Mahsa, Almira Ayudia Manurani, Haliza Putri Ida Mareiska Nabilla Alba Mar’i Muhammad, Mirza maulana, rachmad Miftakhul Huda Moch. Adi Nur Ikhsan Moechammad Nasir Moechammad Nasir Mohammad Althaaf Sosrobahu Muhammad Farid Wajdi Muhammad Fuad Setiawan Muhammad Qolbi Shobri Muhammad Randhy Kurniawan Muhammad Wahyuddin Muhammad Wahyuddin, Muhammad Muhammad Wegig Wicaksono Muhammad Zharfan Dzimar Mukti, Fauzan Olga Dwi Mulyadi, Desviana Umi Sholikah MULYOTO PANGESTU Mustofa, Mukhlis Mutiara Nur Azizah Nabila Ayu Wijayanti Nabila Ayu Wijayanti Nafiah Az Zahra Nafiah, Elviana Wilda Nanda Apriliasari Nelly Purnama Sari Ningrum, Dinda Tika Cahya Nisa Amalia Hartanto Nur Achmad Nur'Anjani, Marshanda Rahmalia Nurjanah, Adha Nurjanah, Puri Nawangsari Ainun Nurul Latifatul Inayati Paramastri, Dira Sekar Prameswari, Dewani Anindita Mega Prameswari, Jelita Praswati, Aflit Nur Yulia Praswatia, Aflit Nuryulia Pratiwi, Arum Prihastiwi, Soviansya Anindya Prijanto, Tulus Priyani, Nabila Novita Puri Nawangsari Ainun Nurjanah Purwani Putra, Daud Hendawan Guritna Putri Alfiatur Rochimah Putri, Aimanisa Aulia Putri, Angelia Sukma Ningrum Afrida Yono Putri, Zahra Adelia Rafiq Arkana Putra Rahmatdi Raihan Akhwan Ashshiddiqi Rini Kuswati Rini Kuswati Robingatun Istikomah S Soepatini S Syamsudin Safira Rijka Ardima Safira Rijma Ardima Safitri, Dinda Dwi Sandy, Aliffa Saputra, Faizal Yoga Saputri, Dwi Sari, Intan Cantika Sari, Nelly Purnama Sari, Primadiati Nickyta Setyawan, M Arkan Sheilaika Nur Wahyuningsih Sheilaika Nur Wahyuningsih Sidiq Permono Nugroho Sina, Helmia Khalifa Sina, Helmia Khalifah Sinta Permatas Sari Siti Fatimah Nurhayati Siti Soekiswati Siti Zulaekah Siti Zulaekah Sri Sunarjono Sulistiyaningrom, Woro Sulthoni Surya Saputra Sumbaga, Utari Anggit Supomo Supomo Syahrani Shabrina D Syahrani Shabrina D Syaira Hafsha Tsabita Syamsudin Syamsudin Syamsudin Syamsudin Syamsudin Syamsudin Syamsudin Syamsudin Syamsudin Syamsudin Syamsudin, S Tri Bowo Cahyono Tri Windarsih Tsabita, Syaira Hafsha Tulus Prijanto Udiani, Asih Arifah Ujianto, Muhammad Utami, Dewi Tri Valentino, Ferrara Farrel Veranika Trisna Pratiwi Viriani Noviasari Dewi W Widojono, W Wafiatun Mukharomah Wahyu Triyulianto Putro Wahyudya Setya Ananta Wawan Kurniawan Wawan Kurniawan Wening Nurlita Azhari Wibowo Heru Prasetiyo Wicaksono, Akmal Widada Widada Widyaningrum, Anggraheni Widyawati, Eka Risky Wikantama, Aswin Wiyadi Wiyadi Wiyadi Wiyadi Wiyadi Wiyadi Wulandari, Nita YAN ADITYA PRADANA Yanuar Rizky Saputro Yulfan Arif Nurohman Yustisiana Pramesti, Syifana Putri Yusuf Alam Romadhon Zada Almira Fitri Zada Almira Fitri Zulfa Irawati Zulfa Irawati Zulfiqar Ravi Rahman