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All Journal SULTANIST: Jurnal Manajemen dan Keuangan
Seseli, Eka Merdekawati
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Economics, Econometrics & Finance

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ANALYSIS OF THE RELATIONSHIP OF BRAND AWARENESS AND BRAND TRUST WITH BRAND LOYALTY IN MEN'S CARE PRODUCTS Seseli, Eka Merdekawati; Kusuma, Rr. Chusnu Syarifa Diah; Sarwani, Sarwani
SULTANIST: Jurnal Manajemen dan Keuangan Vol. 11 No. 2 (2023)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v11i2.568

Abstract

This research aims to analyze the relationship between brand awareness, brand trust, and brand loyalty in men's care products. Using a quantitative approach, data was collected from a sample of men's grooming product consumers through an online survey totaling 160 respondents determined using a convenience sampling approach. Data analysis uses the SPSS application by displaying the results of data processing through testing research instruments with validity and reliability tests, multiple regression analysis, coefficient of determination, and hypothesis testing. The results of the analysis show that there is a significant relationship between the level of brand awareness and brand trust and the level of brand loyalty. These findings highlight the importance of increasing consumer awareness and trust in men's grooming brands to strengthen brand loyalty. The practical implications of this research emphasize the importance of effective marketing strategies to build and maintain brand awareness and brand trust, increase consumer loyalty, and maintain brand position in a competitive market. This research makes a significant contribution to our understanding of the dynamics of the relationship between brand awareness, brand trust, and brand loyalty in the context of men's grooming products, and provides a foundation for further research in this domain.
ANALYSIS OF GENERATION Z'S SOCIAL MEDIA MARKETING ACTIVITIES RELATIONS ON BRAND EQUITY: CONTEXT ON FASHION PRODUCTS Vidyanata, Deandra; Irmal, Irmal; Hanika, Ita Musfirowati; Kusuma, Rr. Chusnu Syarifa Diah; Seseli, Eka Merdekawati
SULTANIST: Jurnal Manajemen dan Keuangan Vol. 12 No. 1 (2024)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v12i1.574

Abstract

The fashion industry in Indonesia continues to proliferate, driven by stable economic growth and increasingly dynamic changes in people's consumption patterns. As future consumers, generation Z has unique preferences, behaviors and expectations regarding interactions with fashion brands and products. In this context, it is essential to understand how social media marketing activities, brand experience, and brand trust influence the brand equity of fashion products in Indonesia, especially in the context of Generation Z. The main objective of the research is to analyze the influence of social media marketing activities, brand experience, and brand trust on brand equity. The sample in this study consisted of 160 Generation Z respondents in Indonesia who were determined using a convenience sampling approach. Data collection uses a questionnaire instrument, which is then distributed online. Data analysis uses the SPSS application by displaying data processing results through testing research instruments with validity and reliability tests, multiple regression analysis, coefficient of determination and hypothesis testing. Based on the results of data analysis, it is stated that social media marketing activities, brand experience, and brand trust have a positive and significant effect on brand equity. In the context of theoretical implications, this research contributes to developing more relevant and comprehensive marketing theories that can better explain Generation Z consumer behavior. Practically, this research will provide valuable guidance for fashion brands in developing more effective and sustainable marketing strategies to reach Generation Z in Indonesia.
Co-Authors Chusnu Syarifa Diah Kusuma Deandra Vidyanata Irmal, Irmal Ita Musfirowati Hanika Sarwani Sarwani, Sarwani