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p-Index From 2021 - 2026
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All Journal Journal of Business & Banking Journal of Management and Entrepreneurship Research
Nuning Kristiani, Nuning
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Faktor-Faktor yang Mempengaruhi Brand Loyalty pada Sepatu Lokal Indonesia Primandaru, Noormalita; Kristiani, Nuning; Pareallo, Pian
Journal of Business & Banking Vol 12 No 2 (2022): November 2022 - April 2023
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jbb.v12i2.3495

Abstract

The research conducted has the purpose to examine the effect of brand identity on consumer brand loyalty of Geoff Max footwear, the effect of brand attachment on consumer brand loyalty of Geoff Max footwear, and the influence of brand image on brand loyalty. This research is a survey research with a questionnaire in the form of a Google form as an instrument in this study. The sample in this study was Yogyakarta students who wore Geoff Max shoes, totaling 152 respondents. Data testing using SPSS. The results of the study found that brand identity had a positive but not significant effect on consumer brand loyalty Geoff Max footwear, brand attachment had a positive and significant effect on consumer brand loyalty Geoff Max footwear, and brand image had a positive and significant effect on consumer brand loyalty. Geoff Max shoes. Through this research, it is expected that it can share useful information and can provide some suggestions regarding brand identity, brand attachment, brand image, and brand loyalty from a student perspective for Geoff Max Footwear in developing his business.
Analyzing the Effect of Celebrity Endorsement on Purchase Intention: The Role of Attitude toward the Brand and Brand Congruity Haryanto, Budhi; Kristiani, Nuning; Setiawan, Ahmad Ikhwan; Dewi, Amina Sukma; Khoiriyah, Siti; Haryanto, Haryanto
Journal of Management and Entrepreneurship Research Vol. 6 No. 4 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.12.06.4-82

Abstract

Objective: Grounded in the Theory of Planned Behavior (TPB) and the Match-Up Hypothesis, this study examines how celebrity endorsement credibility influences consumers’ purchase intention, with attitude toward the brand as a mediating variable and brand congruity as a moderating factor in the context of the Muslim fashion brand Buttonscarves. Research Design & Methods: An online survey collected responses from 181 individuals who were familiar with Buttonscarves products. The analysis employed PLS-SEM to evaluate construct validity and to test the structural model, including the second-order construct of endorser credibility. Findings: Celebrity endorsement credibility positively influences both brand attitude and purchase intention. Brand attitude also significantly mediates this relationship. However, brand congruity does not moderate the link between brand attitude and purchase intention, indicating that perceived credibility and emotional evaluation are stronger determinants of purchase intention than perceived endorser–brand fit. Implications & Recommendations: Marketers should prioritize endorsers with strong authenticity and credibility to strengthen brand attitudes and drive consumer intention, rather than relying solely on perceived image similarity. Contribution & Value Added: This study advances understanding of endorsement effectiveness by empirically integrating TPB and the Match-Up Hypothesis in the Muslim fashion context. In this area, empirical evidence remains limited. The findings provide theoretical and practical insights into designing culturally aligned and attitude-driven endorsement strategies.
Co-Authors Ahmad Ikhwan Setiawan, Ahmad Ikhwan Amina Sukma Dewi Budhi Haryanto Haryanto Haryanto Pareallo, Pian Primandaru, Noormalita Siti Khoiriyah