Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS
Astra, Vitorio
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Customer Brand Engagement Generasi Milenial pada Produk Smartphone Astra, Vitorio; Setiyaningrum, Ari
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 11 No. 2 (2023): Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis - Desember 2023
Publisher : Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaemb.v11i2.5097

Abstract

This study aims to examine the effect of brand psychological ownership and value congruity on customer brand engagement, the effect of customer brand engagement on brand attachment and behavioral brand loyalty, and the mediating role of brand attachment on the effect of customer brand engagement on behavioral brand loyalty. The research model was tested on 232 millennial generation consumers who use Xiaomi brand smartphone products. The sampling method used purposive sampling technique and data analysis was carried out by SEM-PLS. The results of the study prove that customer brand engagement is influenced by value congruity and is not influenced by brand psychological ownership. Customer brand engagement was found to affect brand attachment and behavioral brand loyalty and brand attachment was found to affect behavioral brand loyalty. The results of the mediation test confirm that brand attachment mediates the effect of customer brand engagement on behavioral brand loyalty.
Co-Authors Ari Setiyaningrum