Article Per Year (5 Year)
p-Index From 2020 - 2025
1.066
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Terapan dan Keuangan IMAGE Management and Economics Journal (MEC-J) Eduvest - Journal of Universal Studies Research Horizon
Fadhilla, Hanifa Nur
Unknown Affiliation
Aerospace Engineering Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences

Published : 6 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search
Journal : Management and Economics Journal (MEC-J)

 1 
The Effect of Brand Experience on Brand Engagement and Brand Equity Mediated by Brand Love Apple Users Syamsuddin, Siti Fatimah; Fadhilla, Hanifa Nur
MEC-J (Management and Economics Journal) Vol 8, No 3 (2024)
Publisher : Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/mec-j.v8i3.29527

Abstract

The influence of brand experience on brand engagement and brand equity among Apple customers in Yogyakarta was examined in this study. In addition, the purpose of this study is to gain an understanding of how brand experience can influence brand engagement and value in a competitive market. This research uses a quantitative approach with Partial Least Square (PLS) version 4.0 analysis technique. The research sample consists of 150 people who are in Yogyakarta and use Apple products. To collect data, a questionnaire was used to measure the variables under study. The results of the analysis show that brand experience has a positive and significant effect on brand love, brand involvement, and brand wealth. In addition, there is evidence that brand love significantly regulates brand experience with two other factors, namely brand engagement and brand equity. A good brand experience can increase emotional attachment and customer value, according to the findings of this study. The study concludes that a good brand experience is critical to building customer engagement and value with the brand. To increase customer loyalty and strengthen the brand's position in the market, marketers should concentrate on creating pleasant experiences. These results are highly beneficial for a company's marketing strategy, especially for premium brands like Apple.
Analysis of the Influence Instagram Marketing Activities on Customer Based Brand Equity of the Local Skincare Brand Avoskin Beauty Mahendra, Mahesh; Fadhilla, Hanifa Nur
MEC-J (Management and Economics Journal) Vol 9, No 1 (2025)
Publisher : Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/mec-j.v9i1.29519

Abstract

The research aims to test and analyze the influence of Instagram marketing activities on customer-based brand equity (brand awareness, brand image, perceived quality, brand love, and Instagram brand re-usage intention). The population in this research is the young generation of productive age in Yogyakarta, and used products from the Avoskin brand. This research uses quantitative methods, the sampling technique is purposive sampling and the data analysis technique uses partial least squares (PLS-SEM) then processed using the SmartPLS 3.0 program. The results of the research show that Instagram marketing activities have a positive effect on brand equity (brand awareness, brand image and perceived quality), while brand equity (brand awareness, brand image and perceived quality) has a positive effect on brand love and Instagram brand re-usage intention. These findings provide actionable insights for businesses aiming to leverage Instagram as a strategic marketing platform. Companies can strengthen customer loyalty and drive sustainable growth by focusing on enhancing brand visibility, improving perceived quality, and fostering emotional connections with consumers through targeted Instagram campaigns.
Co-Authors Achmad Kurniawan Mahendra, Mahesh Mauliza, Fazia Prabawati, Raden Roro Sekar Maya Qomarudin, Rizky Wahyu Syamsuddin, Siti Fatimah