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All Journal Jurnal Manajemen Teori dan Terapan International Journal of Social Science and Business
Nur Hidayati
Universitas Islam Malang, Malang, Indonesia
Decision Sciences, Operations Research & Management Education Social Sciences

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Gen Z's Perspective: Unveiling the Impact of Emotion and Cognitive in Shaping Customer Experience in Omnichannel Context Nur Hidayati; Rahmawati
International Journal of Social Science and Business Vol. 7 No. 4 (2023): November
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v7i4.63942

Abstract

Generation Z (Gen Z) exhibits unique characteristics in online activities, primarily through the use of social media for inspiration, product research, and interaction with favorite brands. To support this behavior, this study aims to analyze knowledge about customer experience in an omnichannel context by involving Gen Z and has involved cognitive, emotional, loyalty intention and purchase intention. This study used purposive sampling techniques to collect research participants. A total of 421 respondents met the criteria and hypotheses were tested using Smart PLS. These findings reveal that emotions have a direct effect on purchase intent, so cognitive has a direct effect on loyalty intent. In addition, emotions and cognitive also have a significant effect on E-WOM. E-WOM can also be partially mediated by the emotional and cognitive effects on purchase intent and loyalty. Gen Z is very accustomed and aware of omnichannel existence because of their familiarity with internet activities. Many Gen Z individuals see social media not only as a means of connectivity but also as a platform to seek inspiration, research products, and connect with their favorite brands. Overall, the study identifies omnichannel strategies as key to understanding and meeting the needs of Gen Z consumers, providing valuable insights for companies in improving consumer engagement and loyalty.
Exploring Gen Z Social Media Marketing Engagement on Brand Experience, Brand Equity, and Brand Trust: The Context of Muslim Fashion Rahmawati; Nur Hidayati
Journal of Theoretical and Applied Management (Jurnal Manajemen Teori dan Terapan) Vol. 16 No. 3 (2023)
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jmtt.v16i3.48761

Abstract

Objective: This research aims to analyze how social media marketing activities (SMMA) affect brand equity in Muslim fashion brands among Gen Z. Additionally, the study aims to determine the mediating role of brand experience and brand trust in the relationship between SMMA and brand equity. Design/Methods/Approach: The research participants were selected through purposive sampling based on the research objective. A total of 322 respondents who met the criteria were included in the study, and Smart PLS 3 software was used to test the hypotheses. Partial least squares (PLS) structural equation modeling was the analytical technique employed in this research. Findings: The findings indicate that social media marketing activities (SMMAs) are strongly linked to brand equity, brand experience, and brand trust. Moreover, both brand experience and brand trust are also significantly associated with brand equity. Brand experience and brand trust play a partial mediating role in the relationship between SMMAs and brand equity. Originality/Value: This research study offers several contributions to marketing literature and managerial implications. Firstly, the research findings can make a valuable addition to the existing marketing literature, particularly in consumer behavior in the digital era. Secondly, the study aims to examine the impact of brand experience and brand equity on customers' purchasing behavior in the Muslim fashion industry. Practical/Policy implication: It is recommended for marketers to manage social media pages, as these platforms facilitate the exchange of information and ideas among consumers. Effective management of social media pages can lead to positive outcomes and provide superior value and brand experience.
Co-Authors Rahmawati