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All Journal Jurnal Mantik Jurnal Edukasi Ekonomi
Aprilia, Natasya Eka
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Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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PENGARUH PROMOTION, PERCEIVED DEFFERENTIATION DAN BRAND TRUST TERHADAP BRAND LOYALTY PADA PRODUK FASHION AEROSTREET Susanto, Dimas Audy; Aprilia, Natasya Eka; Putri, Nadya Kusuma
Jurnal Edukasi Ekonomi Vol 8, No 2 (2024): Agustus 2024
Publisher : Universitas Tanjungpura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jee.v8i2.81045

Abstract

AeroStreet is a regional fashion brand that captivates people with its contemporary urban aesthetics and competitive pricing. This study seeks to examine the impact of promotions, perceived difference, and brand trust on loyalty to the AeroStreet brand. A quantitative methodology was employed utilizing an online questionnaire survey, which had 145 participants. Data were examined utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess validity, reliability, and interrelationships among variables. The survey employs a 1-5 Likert scale to assess respondents' perceptions. The research findings indicate that promotions do not significantly affect brand loyalty. Product differentiation is crucial, since consumers who see AeroStreet items as distinctive are likely to exhibit loyalty. Moreover, brand trust significantly impacts loyalty, as consumers who have confidence in a brand's quality and reputation exhibit greater loyalty. This study offers insights into the formulation of marketing strategies within the local fashion sector.
Analysis of the influence of brand performance, perceived quality, and brand experience on brand loyalty with brand satisfaction as an intervening variable at Fore Coffee in Solo Raya Aprilia, Natasya Eka; Moechammad Nasir
Jurnal Mantik Vol. 8 No. 4 (2025): February: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v8i4.6085

Abstract

This study examines the influence of Brand Performance, Perceived Quality, and Brand Experience on Brand Loyalty, with Brand Satisfaction acting as an intervening variable at Fore Coffee in the Solo Raya region. A quantitative approach was used, collecting primary data from 200 respondents via purposive sampling, focusing on customers from Klaten, Sukoharjo, and Surakarta. Data was collected using Likert-scale questionnaires, addressing variables such as brand performance, perceived quality, and customer experiences. Partial Least Square (PLS) analysis via SmartPLS v4.0 was conducted to assess the relationships between the variables. The results indicate that Brand Performance, Perceived Quality, and Brand Experience positively affect Brand Satisfaction, while Brand Satisfaction influences Brand Loyalty. However, Brand Performance and Perceived Quality do not directly influence Brand Loyalty. Brand Satisfaction mediates the relationship between these factors and Brand Loyalty. The study's limitations include a small sample size and time constraints, and future research should expand the sample size. Recommendations for Fore Coffee include focusing on enhancing product quality, customer service, and creating positive experiences to strengthen customer loyalty
Co-Authors Moechammad Nasir Putri, Nadya Kusuma Susanto, Dimas Audy