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All Journal Al-Kharaj: Journal of Islamic Economic and Business Jurnal Informatika Ekonomi Bisnis
Verinita
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Economics, Econometrics & Finance

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Pengaruh Brand Experience dan Brand Engagement terhadap Brand Loyalty dengan Brand Trust sebagai Variabel Mediasi Sujana, Esa Riawati; Verinita; Sari, Dessy Kurnia
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 2 (June 2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (277.608 KB) | DOI: 10.37034/infeb.v5i2.567

Abstract

This study aims to look at the effect of brand experience and brand engagement mediated on brand loyalty mediated by brand trust in buttonscarves consumers in the city of Padang. The population is all consumers of buttonscarves products in the city of Padang. The sample criteria are respondents who have purchased buttonscarves products in the last 6 months and are domiciled in the city of Padang. The number of samples in the study was 130 respondents. The hypothesis test uses statistical analysis with one tailed. The results of the study show that brand engagement has an effect on brand loyalty and brand trust, brand trust has an effect on brand loyalty and brand engagement has an effect on brand loyalty through brand trust as mediation. Meanwhile, brand experience does not affect brand loyalty and brand trust directly and brand experience does not affect brand loyalty through mediation of brand trust.
The Impact of City Branding, City Image, and Food Authenticity on Revisit Intention Mediated by Tourist Satisfaction Sakti, Bima; Verinita; Maruf
Jurnal Informatika Ekonomi Bisnis Vol. 6, No. 2 (June 2024)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v6i2.873

Abstract

This research aims to determine the impact of city branding, city image, and food authenticity on intention to revisit, which is mediated by tourist satisfaction for domestics tourists who visit Payakumbuh City. This research is explanatory with quantitative methods. Meanwhile, the sampling technique used in this research was purposive sampling of tourists who visited Payakumbuh City at least twice, with a sample size of 165 respondents. This research uses PLS 4.0. The thing emphasized in this research is that the branding of Payakumbuh City as "Rendang City" or "Rendang City" has stuck in the minds of tourists who visit Payakumbuh City. Apart from that, tourists who visit can enjoy natural and culinary tourism in Payakumbuh City. Implication research The branding of Payakumbuh City as "Rendang City" or "The City of Randang" has stuck in the minds of tourists who visit Payakumbuh City. Apart from that, tourists who visit can enjoy natural and culinary tourism in Payakumbuh City. In Payakumbuh City, there are also various types of traditional culinary delights, such as rendang and other traditional foods, that can attract tourists to visit Payakumbuh City.
Exploring the Impact of Brand Identity and Brand Image on Gen Z's Repurchase Intention through Customer Satisfaction in E-Commerce Hutasuhut, Abir Yhasmin; Verinita; Besra, Eri
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 3 (2025): : All articles in this issue include authors from 3 countries of origin (Indone
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i3.7724

Abstract

This research is motivated by the increasing consumption of cosmetic products among Gen Z, especially Wardah brand lip products through e-commerce platforms in Padang City. The main objective of this study is to analyze the effect of brand identity and brand image on customer satisfaction and repurchase intention, and test the role of customer satisfaction as a mediating variable. This research uses a quantitative approach with a causal research type and survey method through distributing questionnaires to 155 female Gen Z respondents who use E-commerce. The data analysis technique was carried out with Structural Equation Modeling (SEM) using SmartPLS 3.0. The results showed that brand identity has no positive and significant effect on customer satisfaction and repurchase intention and brand image has a positive and significant effect on customer satisfaction and repurchase intention. Customer satisfaction is also proven to have a significant influence on repurchase intention and only partially mediates the relationship between brand image and repurchase intention. The conclusion of this study confirms the importance of strengthening brand identity and image to increase customer satisfaction and loyalty. These findings provide strategic implications for the marketing development of local brands such as Wardah in reaching digital native consumers more effectively.
Co-Authors ERI BESRA, ERI Hutasuhut, Abir Yhasmin Maruf Sakti, Bima Sari, Dessy Kurnia Sujana, Esa Riawati