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All Journal Interdisciplinary Social Studies Journal Of World Science Return : Study of Management, Economic and Bussines Jurnal Indonesia Sosial Sains Journal Research of Social Science, Economics, and Management Jurnal Ekonomi, Teknologi dan Bisnis Journal of Social Science Jurnal Multidisiplin Indonesia Asian Journal of Social and Humanities
Gularso, Kurnadi
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Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mechanical Engineering Neuroscience Physics Public Health Social Sciences Veterinary

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Journal : Journal Of World Science

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Gen Z's Path to Brand Loyalty in Photo Studios: The Influence of Brand Experience, Community, and Engagement Surya Atmandra, Djong; Gularso, Kurnadi
Journal of World Science Vol. 3 No. 9 (2024): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v3i9.714

Abstract

The photography industry, particularly photo studios, is undergoing a significant transformation due to the development of digital technology and social media. Generation Z, as a digital generation, interacts with photography in unique ways, making brand community, brand experience and customer engagement increasingly relevant for building strong relationships with photo studios. This study aims to determine and analyze Generation Z's loyalty to photo studios, focusing on the mediating role of customer participation behavior and customer citizenship behavior. This study uses a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationship between latent variables. Data was collected through questionnaires distributed to Generation Z consumers in Indonesia. The findings show that brand experience and customer engagement significantly increase customer participation and citizenship behavior, which in turn strengthen customer loyalty. However, brand community does not directly influence citizenship behavior or customer loyalty, highlighting the need for a comprehensive approach in building customer loyalty. These results have important implications for photo studios, indicating that creating positive brand experiences and increasing customer engagement are critical to fostering customer loyalty, especially among Generation Z. Photo studios should focus on improving these areas to build a stronger and more loyal customer base.
Co-Authors Arlansah, Ripki Darwin Darwin Ginting, Aria Mandala Putra Imam Subekti Juliyani, Devi Kartika, Leni Ajeng Liana Suhandi, Catherine Pangaribuan, Christian Haposan Surya Atmandra, Djong Wata, Imery Wiejaya, Hendra