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Ayu Puspitasari, Ayu
Universitas Jenderal Soedirman
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Journal : journal of applied business administration

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Analysis of the Effect of Digital Marketing on Brand Advocacy with Perceived Service Quality and Customer Engagement as Intervening Variables at Fridaytigasports Puspitasari, Ayu; Permata, Nanda
Journal of Applied Business Administration Vol 8 No 2 (2024): Journal of Applied Business Administration
Publisher : Pusat P2M Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaba.v8i2.6496

Abstract

The purpose of this study is to analyze the effect of Digital Marketing on Brand Advocacy with Perceived Service Quality and Customer Engagement as intervening variables. Data analysis techniques include path analysis quantitative methods using questionnaires distributed to 100 respondents using certain criteria, with a purposive sampling technique. The results of this study are digital marketing has a positive effect on brand advocacy, digital marketing has a positive effect on perceived service quality, digital marketing has a positive effect on customer engagement, perceived service quality has a positive effect on brand advocacy, customer engagement has a positive effect on brand advocacy, Digital Marketing has an influence Brand Advocacy through Perceived Service Quality as an Intervening variable and Digital Marketing influences Brand Advocacy through Customer Engagement as an Intervening Variable
Analysis of Marketing Stimuli Factors in Purchasing Decisions for Fast Fashion Items Among Generation Z in Batam Puspitasari, Ayu; Dwinurcandra, Winda Kawa; Efionita, Yolanda
Journal of Applied Business Administration Vol 9 No 1 (2025): Journal of Applied Business Administration
Publisher : Pusat P2M Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaba.v9i1.9178

Abstract

This study aims to analyze the marketing stimuli factors that influence the purchasing decisions of Generation Z in Batam City regarding fast fashion items. The research adopts a quantitative approach, utilizing factor analysis as the primary analytical method. Within the study, 19 variables were initially examined and subsequently reduced to several factors. The analysis revealed four key factors that drive purchasing decisions for fast fashion items among Generation Z in Batam City: Attractive Service, Marketing Excellence and Competitive Design, Value for Money, and Shopping Experience. The Attractive Service factor emerged as the most dominant, accounting for 24.192% of the variance in this study. This finding underscores the critical role of service quality in influencing consumer decisions in the competitive fast fashion industry. Brands should strengthen their digital presence through engaging social media content, and ensure up-to-date product designs to align with Generation Z’s preferences for developing competitive strategies. Additionally, improving the shopping experience through accessible store locations, strengthening brand reputation, and creating an inviting store atmosphere, can further attract and retain Generation Z consumers in Batam’s competitive market.
Co-Authors ., Pestariati Abdullah, Nurhikmah Abdullah, Nurhikmawati Ade Irawan Adhitomo Wirawan AGUS AGUS Agussa Putra, Pandu Aisyah Aisyah Alimuddin, Hardianti Alrido Martha Devano Amanah Hijriah Andi Asrina Andi Erna Mulyana Anggraini , Erina Setyo Animah Animah Anisatun Humayrah Rais Annisa Atuz Zahra An’nisa’a, Nurul Fadillah Apriliansyah, Feby Aprilliyanti, Fina Arfah, Arni Isnaini Arif Arif Arif Rahman Hakim Armandani, Karina Aulia, A Syiva Beby Aurora, Angel Awal, Jumadil Baharuddin, Nurul Hikmah Bambang Hendrawan Barend, Bayu Tihta Caesaria, Adela Christine, Nava Ponti Fortune Cindy Amelia, Cindy Damayanti Damayanti Daniel Kasidi Darma, Sidrah Dian Anggraini Didit Fachri Rifai Dwi Kartikasari Dwi Puspita, Fitriana Dwinurcandra, Winda Kawa Edy Haryanto Efriani, Like Ersya, Ozy Diva Ersyafdi, Ilham Ramadhan Fachri Rifai, Didit Fajrin, Aulia Fandy Bestario Harlan Fatimah, Seruni Fattah, Nurfachanti Fauzazillah, Fauzazillah Febrianti , Devi Sri Fernando, Boy Luis Fika Pinrakati Fikri, Alif Fikri, Mumtaz Kemal Fikri, Nuzuly Fillandini, Raja Fitriani Kasim Gurandi, Dhiya Fathi Ghassani Hadi, Ismanurrahman Halim, Muhammad Irsyad Handayati, Anik Hari Sunaryo Hari Windu Asrini Harori, Muhammad Iqbal Harpiana Rahman Harry Mukti, Aloysius Hasanah, Raja Fillandini Nurul Helmi, Syarif M Hidayat Idroes, Ghalieb Mutig Ika Nur Azmi Intan, Sutra Irawati, Wiwit istiqomah istiqomah Jessica Olifia Julianti Julianti, Julianti Kastella, Cantika Yosdianti Khairul, Mhd Khoirul Umam Krismonita, Fanie Yuniar Kusriandi, Wendi Larasati, Dea Luerdi, Luerdi M. Muslim Maharani, Bintang Mansur Sididi Mappanganro, Andi Marpaung, Oktavia Martini Martini Metriani, Viona Mia Syafrina Muhammad Adil, Muhammad Muhammad Ikhtiar Muhammad Rangga Muhammad Yahya Muhammad Zainuddin Muhsin Muhsin Muis, Malik Fajar Mulyaningtyas, Dian Nagu, Nadhirah Nisa, Atiqotun Nofita, Ririn Nur Annisa Nur Hikmah Nurgahayu, Nurgahayu Nurhidayati Islamiah Nurhikmawati, Nurhikmawati NURUL HIKMAH Nurul Hikmah Baharuddin Olifia , Jessica Othanindyah, Larasati Paramitha, Silvia Mega Permata, Nanda Phonna, Rahmatil Adha Putra, Teguh Adiyas Putra, Wudi Darul Rafles Ginting Rahman, Maruf Aulia Rahmat Hidayat Ranggau, Aurelius Regana Rasfayanah, Rasfayanah Revinta Santiara Siringoringo Rezki Aulia Yusuf RIA ANGGRAINI Rifai, Didit Fachri Riri Zelmiyanti, Riri Riswan, Kanaya Alifia Rizma Juwita Rohman, Alfian Nur ROSO PRAJOKO Rosyida, Febby Dewi Rozi, Achmad Rumaizha, Riri S.M., Ilham Safitri, Ginda Sahendra, Rezihardi Sakinah, Nurul Salsabila, Andi Batari Salsabilah, Natasha Salsabilla, Andi Batari Saputra, Fachri Eka Sari Rusmita Sasmita, Novi Reandy Septiana, Maryani Setiawan, Feri Seto Sulaksono Adi Wibowo, Seto Sulaksono Adi Shinta Wahyu Hati Shirleen, Jessica Patrisia Sri Hartini Sri Redjeki Sri Wulandari Sri Yuliawati Sri Zuliarni Subaedah, Subaedah Sugeng Riadi Suliati Suliati Sultan Sultan Suyuti , Sartika Swasti Putri, Ika Syamsari, Syamsari Syamsuddin Syamsul Arifin Tafsir, Muhammad Telaumbanua, Septi Novita Sari Ulfah, Mariam Utami, Fina Dyah Verdiani, Intan Vitriyan Espa Wardani, Aulia Kusuma Wicaksono , Tito Prasetio Widia Astuti Wudi Darul Putra Wulandari, Amy Wurjanto, Moh. Arie Yantiana, Nella YD Sumanto Yolanda Efionita Yudi Satria Yulinda Yulinda yulinda Yundari, Yundari Yusuf, Rezky Aulia Yuvindra, Bastian Yusuf Zikrina, Nadya Nur