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All Journal Journal of Business & Banking Jurnal Ilmiah Edunomika (JIE)
Rahardani, Margareta Ernanda
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Journal : Jurnal Ilmiah Edunomika (JIE)

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HUBUNGAN BRAND EXPERIENCE DAN BRAND AUTHENTICITY TERHADAP BRAND LOYALTY: BRAND LOVE SEBAGAI VARIABEL MEDIASI Sari, Vincentia Indah Puspita; Rahardani, Margareta Ernanda
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.12674

Abstract

Kecintaan terhadap merek dianggap sebagai keterikatan emosional antara konsumen dengan merek dan akan membuat konsumen enggan atau sulit untuk beralih ke merek lain. Kecintaan merek dapat memediasi hubungan antara pengalaman merek dan loyalitas merek serta ekspresi diri merek dengan loyalitas merek. Berkaitan dengan hal tersebut, penelitian ini bertujuan untuk mengetahui peran brand love sebagai variabel yang memediasi hubungan antara brand experience dan brand loyality serta brand authenticity dengan brand loyality. Penelitian ini menggunakan sampel masyarakat yang menggunakan sepatu brand lokal di Indonesia yaitu Ventela, Compass, Aerostreet, Patrobas dan Brodo. Merek sepatu lokal dipilih karena industri ini saat ini sedang berkembang pesat. Jumlah sampel sebanyak 150 responden. Metode pengambilannya menggunakan purposive sampling. Metode yang digunakan yaitu dengan SEM-PLS serta alat statistik yang digunakan yaitu SmartPLS 3.0. Temuan penelitian ini yaitu semua hipotesisnya berpengaruh positif dan signifikan, serta mampu menunjukkan peran brand love sebagai variabel mediasi.
PENGARUH BAURAN KOMUNIKASI PEMASARAN BERBASIS INSTAGRAM MELALUI BRAND AWARENESS TERHADAP MINAT PEMBELIAN PRODUK DALAM PENYELENGGARAAN SOLO ART MARKET (SAM) Rahardani, Margareta Ernanda; Sari, Vincentia Indah Puspita
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.12679

Abstract

This research was conducted to examine the influence that occurs between the marketing communication mix, especially advertising as well as public relations and publicity through brand awareness on purchasing interest. Apart from that, this research also reviewed the level of brand awareness that was formed during the implementation of the Solo Art Market (SAM) event. This descriptive quantitative research was conducted on 100 respondents who were SAM visitors who had followed Instagram @soloartmarket.id. The results of this research are that the brand awareness level of SAM visitors is at the purchase stage with a value of 3.96. Advertising does not have an influence through brand awareness on purchasing interest, while public relations and publicity have an influence. This is in line with what was conveyed by respondents through the evaluation form for the implementation of the SAM event.
Co-Authors Agustinus Kismet Nugroho Jati Endang Purwaningsih Sari, Vincentia Indah Puspita