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All Journal Jurnal Simki Economic
Cahyono, Pipit Dwi
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Economics, Econometrics & Finance Social Sciences

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Dampak Konsep Diri dan Identifikasi Komunal terhadap Loyalitas Merek GoPay pada Muslimah di Surakarta: Peran Mediasi Engagement dan Self-Brand Connection Cahyono, Pipit Dwi; Isa, Muzakar
Jurnal Simki Economic Vol 8 No 1 (2025): Volume 8 Nomor 1 Tahun 2025
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v8i1.957

Abstract

This study aims to examine the direct effect of self-concept involvement and communal focus in creating and increasing brand loyalty in the GoPay transaction service company by testing the mediating influence of CEB and SBC. This study uses self-congruity theory to provide a psychological perspective for SBC. Quantitative approach using surveys to predict the relationship between variables. Participants in this study were selected using purposive sampling technique based on certain criteria such as Muslim women in Surakarta and using GoPay services with a total of 200 respondents. Data were analyzed using Structural Equation Modeling (SEM) and SmartPLS. The main findings show that self-concept generates loyalty through the mediation of SBC and CEB. In addition, the communal focus variable mediated by SBC and CEB also has a significant effect on loyalty. Since self-concept and communal focus are significantly related to loyalty, it is important for brands to conduct market research and support a brand community.
Co-Authors Muzakar Isa