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All Journal Jurnal Administrasi Bisnis (JABis) International Journal of Applied Business and International Management
Suryono, Ignatius Agus
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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The Influence of Brand Satisfaction and Luxury Brand Attachment on Customer Advocacy Through Brand Loyalty on Zalora Marketplace Brigitta, Michelle Yoanna Franscisca; Effendi, M. Irhas; Sugandini, Dyah; Suryono, Ignatius Agus
International Journal of Applied Business and International Management Vol 8, No 3 (2023): December 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v8i3.2095

Abstract

This study is an exploratory study where researchers try to measure the influence of luxury brand fashion objects during the Covid-19 pandemic. The pursose of this research is to produce an overview of the marketing strategy for the online store Zalora Indonesia which sells luxury fashion brands, in an efffort to face very tight competition in the market in Indonesio and to recover after being affected by the Coved-19 pandemic by measuring the magnitude of the influence of brand satisfaction, luxury brand attachment, and brand loyalty on customer advocacy. The respondents in this study were 150 who were customers of luxury fashion brands in Zalora Indonesia who had made a purchase at least once. Non-probablity sampling is the sampling technique, and purposive sampling is the sampling method. The results show that luxury brand attachments have an influence on brand loyalty, and will increase customer advocacy. The practical implication of this research is that Zalora Indonesia, which sells luxury goods, can increase customer advocacy for online purchases through Zalora Indonesia.
Pengaruh Beauty Vlogger, Kualitas Produk, dan Brand Image terhadap Keputusan Pembelian Melalui Minat Beli Listiara, Yoke; Yudhiantoro, Danang; Suryono, Ignatius Agus
Jurnal Ilmu Administrasi dan Bisnis Vol 21 No 2 (2023)
Publisher : Program Studi Ilmu Administrasi Bisnis, UPN Veteran Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jurnaladmbisnis.v21i2.12717

Abstract

Penelitian ini dilakukan pada mahasiswa Yogyakarta yang menjadi konsumen Viva Comestics. Data yang digunakan dalam penelitian ini adalah data primer. Pengumpulan data dilakukan dengan menyebarkan kuesioner melalui Google Form. Sampel yang digunakan adalah 130 responden. Penelitian ini bertujuan untuk melihat pengaruh Beauty Vlogger, kualitas produk dan citra merek terhadap keputusan pembelian dengan niat beli sebagai variabel intervening pada konsumen Viva Cosmetics di Yogyakarta. Metode pengumpulan data yang digunakan adalah purposive sampling, dimana pengambilan sampel populasi didasarkan pada kriteria tertentu yang ditentukan yaitu mahasiswa Yogyakarta berusia 15-25 tahun, konsumen Viva Cosmetics menonton konten Beauty Vlogger terkait Viva Cosmetics dan membeli produk Viva Cosmetics pada tahun 2020. Metode analisis yang digunakan adalah analisis deskriptif dan analisis kuantitatif dengan menggunakan analisis jalur dan uji sobel berbasis SPSS. Hasil penelitian menunjukkan bahwa Beauty Vlogger, kualitas produk, citra merek, dan niat beli berpengaruh positif dan signifikan terhadap keputusan pembelian mahasiswa Yogyakarta yang menjadi konsumen Viva Cosmetics. Beauty Vlogger, Kualitas Produk, dan Citra Merek berpengaruh positif dan signifikan terhadap keputusan pembelian melalui niat beli mahasiswa Yogyakarta yang menjadi konsumen Viva Cosmetics.
Co-Authors Brigitta, Michelle Yoanna Franscisca Danang Yudhiantoro, Danang Dyah Sugandini Listiara, Yoke Muhammad Irhas Effendi, Muhammad Irhas